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 6 inch cake and we’re celebrating something huge!
Milestone.
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 SURREAL. THANK YOU.
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,
Sally
Congratulations on such a huge milestone, Sally! So proud and happy for you.
I don’t know when I started following you but I do remember when you were balancing your office job with blogging, so it’s safe to say I’ve been here awhile.
Can’t wait to see what comes next!
❤️
Congratulations to you Sally and your team. You are my “go to” baker from bread to desserts to everything in between. You and your team are definitely inspiring and I wish you another amazing 10 years ahead! All the best
Congratulations, Sally! You have always been so diligent with your recipes, making sure everything is understood. Thank you for that! Getting an iPad as they became available in 2010, you were one of the first baking blogs I subscribed to. Am still enjoying it today even though I have been cooking and baking for nearly 59 years. If I could just get you to do more gluten free recipes recommending the flour used , now that would be a new challenge for you! And a pleasure for me. Love you, Sally!
You have surely come a long way!
Sally!! I adore your website and have been a follower for a very long time! You are my go to gal!! THANK YOU so much for enriching my baking world! I just adore you and how responsive you are when I have a question! You rock!!! CONGRATULATIONS!!!!! Well deserved!!!
Congratulations! I am so happy that I came across your recipes a few years ago!!!!❣️ You are truly a blessing to your family….and family of followers. I have totally enjoyed your cookbooks too… photography, explanations, recipes….first rate. Thank you so much for what you do!
I so look forward to all your recipes….I think I’ve been there from the start….you’re the best….congrats!!
Congratulations Sally! I really got into baking in 2020 and found your site through a Google search for hummingbird cake. Since then I have enjoyed baking and cooking more of your recipes than I can count. I recently made the “m&m cookies in a jar” for Christmas presents. They turned out so pretty and I’m sure all my friends will be pleased. Thank you for all you and your team do. I look forward to many more years of deliciousness!
Always enjoy your detailed posts and recipes. Congratulations and blessings Sally ❤️❣️
Congratulations, Sally! You are proof that if you put your heart, mind and grit you will find success. I have used many of your recipes and they are now some of my family staples. Thank you for all you do and for your delicious recipes! Can’t wait to see what the new year will bring for your blog!
Congratulations and thank you for blessing all bakers with your blog. It really is wonderful and I’ve learned a lot from all your posts. Thank you. Happy Celebrating and Happy Holidays Sally.
Congratulations to you n many more years of success!!! You are the one recipe addict I can always rely on to have the recipe I need n I don’t worry if it’s correct. Continued luck always n thank you for your available postings.
Congrats! Thanks for all the recipes! your site is my #1 go to for great bakes 🙂
Congratulations on 10 yrs. I found your blog several years ago, and it’s the first one I check for cookie recipes! I bought your cookie book a bunch of years ago and love trying out recipes from it all the time. We have our favorites. Here’s to another 10 yrs!! I am making your gingerbread house with all the trimmings with my grandson this week. Can’t wait.
Congratulations! I think I found your website around 2012. Have made and continue to make many of your wonderful recipes. I also have your cookbooks. My family really enjoys them and I’ve enjoyed letting my friends know about your website so they can discover favorites of their own.
Congratulations Sally! I am so glad that I found your blog a few years ago. I was never even considered a “good “ baker, but thanks to your awesome blog, recipes and straight forward instructions I have mastered quite a few of your recipes and my family and I really enjoy them! My only dilemma is choosing which recipe to try next! Thanks again and please keep your wonderful recipes coming our way!
Congratulations and thank you.
I love your recipes. They are just great. The process is always clearly described, and the results are consistently delicious.
Plus your blog is beautiful.
Enjoy your celebration!
Congratulations Sally on 10 years of baking bliss!! What a wonderful story.. Absolutely love your recipes!! They are always a true success in my kitchen and your helpful tips and personal expressions are a definite plus in my book! Enjoy your accomplishments.. the hard work has rewarded you! All the best, Rosa
Congratulations on 10 years! You have amazing recipes that are my go-to source! We made the Peppermint Frosted Chocolate Cookies and they are our new Christmas favorite! Thank you for all of your inspiration and tips. I’m a better baker because of you.
Congratulations, Sally! Thank You so much for your wisdom over the last 10 Years! I’ve learned from you and have enjoyed many delicious recipes. I wish you many more years of Happy Baking! BeBlessed this Holiday Season.
Congratulations & Happy Anniversary! Your recipes are delicious helpful and sometimes a life saver. I always check your site 1st before searching the internet.
Congratulations!
I enjoy following you and baking along with you. It’s a pleasure to read your posts and try your recipes. Keep sharing and enjoy your success.
Congratulations, Sally! Thank you for unselfishly sharing your recipes and tips. Our family and friends are always delighted with all the treats that my sister and I have made from your recipes. Your recipes are what my sister and I refer to as “no fail recipes”.
Cheers to 10 years and another 100 more to come.
Congrats Sally! You are such a sweet lady and I’ve enjoyed reading your stories throughout the years. Your recipes are my go to and you have made me a great baker. My family and friends think I should open my own bakery…lol, they always enjoy the desserts I bake. I have learned so much from you and can’t thank you enough for sharing all your amazing recipes and the step by step instructions you provide. I’m looking forward to all the new recipes and challenges you create in the coming years. Thank you for all you do Sally! Wishing you continued success and very happy holidays!
Congratulations, Sally!!! I LOVE your website, recipes, tips and tricks, and stories. I discovered you a few years ago in a Costco Magazine article with a great cookie recipe and I’ve been hooked ever since. Some of your cookie, cake and frosting recipes are in my regular repertoire and there are many more I am looking forward to trying.
Many blessings for your next 10 years!
Congratulations Sally- my baking has been renewed because of your recipes and the education you offer users. You are the best!
This is Awesome!!!!!!!!!!! Congrats to you – we all love your recipes and photos. You’re an inspiration!!!!!
Congrats on 10 years! I’ve recommended you to many friends. I love your attention to detail. You have helped my cooking and I really appreciate it. I always look at your recipes first. I made your Skinny chocolate mint pie yesterday! It received many compliments. Thank you for all you do and keep up the great work! Merry Christmas!
Congratulations Sally! Thank you for all the hard work and excellent recipes over the years. I ONLY bake recipes from your blog. One of my claims to fame is that I found you back in 2013 when you published the homemade Oreo cookie recipe!!! Merry Christmas and Happy 2022 cheers to the decades to come 🙂
Congratulations Sally on your 10 year success!
You’re proof, if you put your mind to anything it will be a great success.
Love all your recipes. They all are a big hit with my family
Thank you for the education and for giving me confidence that I can bake.
Cheers to another 10 years.
Enjoy your holidays and family
Congratulations Sally on your success. Wow, ten years! Your recipes are phenomenal, and that comes from a daughter whose parents owned a bakery when I was growing up! Thank you for all your hard work!