Diversity Woman Magazine

SUM 2014

Leadership and Executive Development for women of all races, cultures and backgrounds

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We Mean Business > d i v e r s i t y w o m a n . c o m S u m m e r 2 0 1 4 D I V E R S I T Y W O M A N 17 By Michelle Fitzhugh-Cr aig T he song says diamonds are a girl's best friend. But for many wom- en, cupcakes aren't too far behind. Tami Jewell, owner of Jewell Treats, used this philosophy to help create her cupcakes, mini pies, and cookies that keep residents of Charlotte, North Caro- lina, asking for more. Each is designed Cruising to Success as a piece of art with an edible "jewel" or special touch that makes you feel special before devouring it. "Each has a 'gem' related to it and on it," Jewell explains. "And the box is a Tifany blue color." Producing baked goods wasn't Jewell's frst calling. Te Richmond, Virginia, native began her career in the mort- gage business and eventually moved to Atlanta where she worked for Merrill Lynch for eight years. When the fnan- cial industry tanked in 2008, the single mother became unemployed, with two daughters to raise—a high school senior and a newborn. "I found myself overqualifed [for jobs], and I didn't know what I was going to do," Jewell says. "I ended up taking some cake-decorating classes for my youngest child's frst birthday but didn't take it se- riously at frst." After changing her lifestyle, renting out her home, and downsizing, Jewell left her oldest daughter in Atlanta to attend col- lege and took her youngest daughter to Charlotte, where Jewell Treats took of. "We started in a very popular mall with a lot of foot trafc, and we did very well get- ting our name out there," says Jewell, who launched her shop via a kiosk in May 2012. Ten a customer encouraged her to open a brick-and-mortar store. So in April 2013, she moved to her current location inside the Hearst Tower in downtown Charlotte. "We were booming from there," Jew- ell says. Hot of her frst vacation since open- ing Jewell Treats, the 40-year-old entre- preneur took time to talk with Diversity Woman about her business, her goals, and more. DW: Everyone loves a good dessert. What is Jewell Treats' specialty? Tami Jewell: We started just with cupcakes. Now we do mini pies—apple pies, peach pies, pecan pies, and peach cobblers. We do some customized cook- ies, customized hot cocoa sticks—all re- duced size. DW: What makes your treats unique? TJ: We use natural alternatives. Te fruits and vegetables come from local farms. We make sure that the farmers are not using Tami Jewell A gem of an idea leads to a successful baking enterprise CEO Woman

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