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sally holding sprinkle cake with number 10 candles

When my husband took this photo, I had just brushed buttercream out of my hair and wiped a confectioners’ sugar explosion off the floor. My daughter helped decorate this sprinkle-loaded cake and we’re celebrating something huge!


A significant marker in our lives pinpointing a momentous event. This month, I reached one and I hope you’ll celebrate with me. Afterall, I wouldn’t have reached it without you!!!

In December 2011, I started a food blog that unbeknownst to me would someday host 1,200 recipes used by millions of bakers all over the world. I still cannot wrap my head around it.

I feel I could easily turn this post into a novel with all that has gone into building this career over the past 10 years, but I will keep it short because truly– what I want to convey is just how thankful I am for everyone who bakes, trusts, shares, and enjoys my recipes as well as everyone who helped me get to this point including my absolutely wonderful and mighty SBA team.

When I pressed publish for the first time 10 years ago, I had no idea how much weight that mindless click would hold. My intention was to put cookie recipes in a place for my friends and family to see them, a solution I thought would be easier than emailing recipes to loved ones. I had a full time job and was absolutely not looking for a career change– heck, I had no idea that people even made a career out of food blogging. (It was rare back then.) I took pictures of cookies on paper plates with my fancy new smartphone. I typed vague instructions on my blog, uploaded a photo, and forwarded the link to loved ones. That’s it. That was my food blog. Instagram and Facebook pages were barely new at the time– social media for content creators was in its infant stage. Recipe videos were mostly limited to cooking shows on TV.

So what happened in the past 10 years?

Well, I built a brand from scratch! In 2011, I had never picked up a fancy camera before, never wrote professionally, never owned a business, never managed employees, never wrote a book, and knew nothing about website development. But I had passion and grit– and I believe both are the secrets to entrepreneurial success. I began to build a community who would soon share my recipes with others and before I knew it 1 follower turned into 100 and then 1,000 and then 100,000 and now there are millions of bakers looking at my recipes and sharing heartfelt stories, memories, and traditions based around the content I’ve created.


It’s no secret that baking can spread joy and perhaps it’s become your hobby or an activity when you need to relax or escape. Thank you for making my recipes part of your world.

What’s next? A website refresh & redesign coming in January! Finishing my cookbook proposal so cookbook #4 can happen! Developing quality baking recipes, authoring my blog posts, taking all of my own photography, and managing a trusted and knowledgeable team! These are my professional priorities for (hopefully) more decades to come. But after 10 years of hustling, it feels remarkably rewarding to slow down and reflect on what I’ve created. And without YOU + my supportive family, friends, and team + all of the blogging friends I’ve met along the way, I wouldn’t have been able to do it.

Thank you so much for being here. Bake something delicious today!!!!

Happy Baking xo,


6 inch vanilla frosted cake with sprinkles and number 10 candles

Reader Questions and Reviews

  1. Congratulations Sally! looking forward to more sprinkle filled-recipes with beautiful pictures and fool-proof testing

  2. Congratulations Sally!! Been following you for half a decade and you’ve became my trusted baking blog ever since. Cheers to more years and recipes to come <3

  3. Dear Sally,
    congrats on 10 years!
    I discovered your site probably around 2013 or 14, I think, and have been following ever since. So many of your recipes are in my go-to folder, especially in the christmas baking section. 🙂 You made me try out new recipes and helped me improve my skills in baking. Thank you so, so much!
    Good luck for all the exciting things that come next!
    All the best from Germany

  4. Congratulations! Not just a brand but a labour of love, and it’s obvious. Made your classic Snickerdoodles on Saturday – thanks for sharing American recipes for this British baker to try!

    Oh, and Merry Christmas to you all.

  5. Congratulations Sally! And thank YOU for everything that you do to provide all of your incredible recipes. They are always simply the best and routinely part of our life. Your site is my go-to resource for anything I make and has truly helped me become a confident home baker and discover a joy and passion for baking. Greatly looking forward to what’s to come from you next!

  6. Congratulations, Sally and team! I’ve learned so much from you over the past 2 years of following your blog, and it’s been such a saving grace during the pandemic. Thanks for all you do, and I hope you are adequately celebrating this milestone.

  7. Congratulations on 10 years!!
    I can’t even remember how many times I’ve made one of your recipes, but I think the fact that my loved ones know who I’m talking about when I mention that ‘Sally explained that once in a recipe’ is an indication 😉
    All the best from the Netherlands! 🙂

  8. Congratulations and THANK YOU for so many trustable recipes…you have truly made me a better baker! I never made anything with yeast until last year (too afraid) and now I make your dinner rolls and pizza crust every month. I never made a layer cake until a couple of years ago, and then used your 6 inch cake recipes. I know that whatever recipe of yours I try, it will turn out because I know you have tested them so many times before publishing, and I am so grateful for that.
    By the way, I think Cookie Palooza is literally more exciting that Christmas itself!
    Celebrate with sprinkles!!!

  9. Congratulations on this momentous occasion!! I have been reading your blog since maybe
    mid 2013, you were planning your wedding and I was looking for a doughnut hole recipe. Your hard work and dedication show in every recipe. I have been reading and baking your recipes for so long. When I want to bake something your site is the first place I look and usually find what I am looking for. Thank you

  10. Congrats! Yours is the go to blog for all of my baking! Looking forward to making your overnight cinnamon rolls for Christmas!

  11. This is amazing, Sally- congratulations <3 I credit EVERY recipe that I bake to you. You have taught me so much that I could go on for hours, but, I too will keep it brief and just say thank you for sharing your passion and talent with the world. Thank you for making me a beautiful baker and for ALWAYS offering support and help. You are the very best and I can't wait to see what happens in the new year! Merry Christmas to you and to your sweet family!

  12. Now you are a reliable “go to” for so many people to create food/treats that tell our friends & family how much they are loved! You are a spreader of love! Congratulations on your milestone & to many inspirational years to come! Keep making messes… that’s what life is all about!

  13. Congratulations ! Your posts and recipes bring so much joy. I am so happy that I came across your blog years ago.❤️

  14. Congratulations, Sally! I don’t make it here often, as I’ve returned to teaching. However, you are my “go to” when I need to bake ANYTHING, and I send all of my friends & family your way. Thank you for keeping things fresh and exciting!

  15. Sally, Congratulations!!! I started my baking business last September and your recipes are my go to!!!! I would love to meet you one day, we are in the great state of Maryland. I can’t wait to see what the next 10 years bring you. I just know it will be great. Thanks

  16. Congratulations Sally! My daughter introduced me to your blog a few years ago and I have been hooked since. Your dedication, willingness to share and of course all your creative and delicious recipes are something to be proud of! Cheers to you and what’s next. Looking forward to your next cookbook!

  17. Congratulations Sally! You are my go-to and I think you for that! My husband and I play this game. It’s called “If you told me”. If you told me 12 years ago that we would be right here today doing this, I’d have said you are crazy! We laugh and joke about the crazy turns life has taken us and how blessed we are!!
    Enjoy life because all of your hard work has improved so many lives, one cookie, cake, pastry or meal at a time.

  18. Congratulations Sally. My family and I love your recipes. I started baking again 2 years ago when I discovered your blog and recipes. I have your books and enjoy making your recipes. Thank you and best wishes.

  19. Hi Sally,
    Congratulations on your 10 year anniversary! I have been following you for many years – since before the birth of both of your children, since before your wedding, I really can’t remember when I started reading your blog, which I stumbled upon by accident! Anyway, your site is always the first place I look when I want to bake something. I have all your cookbooks, and am looking forward to the next. Here’s to another 10 years!

  20. Thank YOU Sally and congratulations to the entire team! My daughter and I love your incredible recipes and appreciate how well written they are and every insight you offer. My baking confidence has grown significantly and pretty much every recipe I make from your blog is a hit! Cheers to you for celebrating this milestone and what a great example of what following your heart can take you! Sending you blessings and wishing you a beautiful holiday season.

  21. Congratulations Sally! Your recipes, illustrations and directions are perfection. Thank you for making me a better baker.

  22. Congratulations on a huge accomplishment! I’m not sure how many years ago I discovered your blog, but it’s been my go-to for any kind of recipe ever since! Thank you for all that you share!

  23. Congratulations, Sally! You keep me drooling over all your yummy pictures! Kepp up the good work!

  24. Heartily congratulations Sally. I love your recipes. You are great inspiration for bakers. All the best for coming years.

  25. Thank you Sally for sharing your love of baking with us. You have taught, encouraged and inspired us to bake. We’ve gotten to know who you are. You have become a friend sharing your own triumphs and struggles in life. Congrats Sally! Can’t wait to see what adventures and recipes you have for us!

    All the best,

  26. Congratulations! I bake NOTHING until I check to see if you have a recipe for it. Your recipes I trust, they are accurate, creative and always delicious. Thank you and keep em coming!

  27. Congratulations!! I’ve been a regular follower of this blog for years now and I absolutely love it. I always liked to bake, but with the help of this site my baking improved so much, and it has become my favorite hobby. I’ve challenged myself and made things I NEVER thought I could even attempt (macarons!) and have had so much fun in the process. Any time I bring a baked good for an occasion my family just says “Sally?” – they know (and they love it)! I am so thankful for the amazing recipes, suggestions, and tips that have brought me so much happiness over the years. Thank you, and congratulations again!!

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