Meet Selva Sonali: Donut Guru
Selva is a firecracker. she gives nothing short of her very best to each individual, client, job, and project. She has also been patient with herself as she builds an incredible cookbook for readers and prepares for much more in 2019. Her cook book has been 5 years in the making which will release in 2020. She does all of this while working a full time job. Read to hear about how her years of step by step to build what she has now- an empire of sweets!
1. Can you share a little of your journey with us and who you are?
I have actually studied graphic design since I was 17. After working in the design industry for a while, I was unemployed. I went through a time of depression because of this- I had thoughts of “oh my god I’m screwed.” It’s like you need to be a superstar to be in a creative field. During my time discovering what I want to do, I loved design with food. I then realized I should do something artistic with food- this is when I started experimenting with food- I started with donuts because it’s a simple shape and has a good space to add color, metallic sheen, and designs. When I made my first donut, my friend couldn’t believe it was a donut- it didn’t look like food to her. Then I started getting more orders so I started doing this informally. When I started instagram, I didn’t have a good following because my pictures weren’t styled. After 100 pictures, it started growing- I am making people happy and sharing something I like, and people enjoy it. I even make the donuts homemade- I’ve always been a baker, but my grandmother was an amazing cook. There was one cake recipe she gave me- I like to keep it healthier by doing yeast based donuts. I had this one vanilla cakey donut recipe that’s not too sweet- I am more of a frosting person so I like that to balance it out. For the cook book, I have 18 different recipes for donuts- I contacted some people who did recipe testing for me to make sure it was absolutely perfect. It was a process and not the cheapest. David who wrote the Walking Dead cookbook- the techincal skill he used for that book is insane- he is assisting me with creating the pop up aspect of the book.
2. Tell us about the mission of your brand- how does it empower women?
I think it’s very very important to always persevere- I have failed so many times. When people see me at work, people think that I’m super successful and smart, but intelligence really is just 1% of your success and the other 99% is your perseverance- you never know when you are going to hit the jackpot. Do what you love. If you’re not struggling, you’re not making something great. It has been a crazy amount of work and expensive- a crazy experience doing this book. What makes it special is people who believe in me- people who have worked with Martha Stewart and publishers who have done David’s book. You have to build that trust with people. I ask for help all the time- and the first time that I reached out to didn’t help me but there will be that one person who will say yes! You need to be positive about that!
3. What is the biggest challenge you’ve had to press through as a female entrepreneur? What are the steps you had to take to overcome it?
When I worked on my book, people often thought I didn’t know how to deal with funds because I’m a woman. I used to deal with that a lot and they thought I couldn’t negotiate- they weren’t ever convinced. They would send messages like “She’s not confident enough to sell her project and she can’t budget cause she’s spending a lot more money.” In order to break that, I don’t tell people off, I just do it. I don’t ask for permission, this is what I do, and I know what I’m doing. This is my project after all, and if it is my fault, I own up to it. You also have to research on what you don’t know about- guys just take the risk so I try to take risks just like that- there is a higher chance of me getting what I want- everything I do is action oriented. I have always had a plan B- this is my secret. This is how people get convinced by my projects- I have what I need to back up what I do. I don’t overdo. I don’t ask permission. I just do what is right.
4. What sets your brand apart from others?
Honestly, I’ve never compared myself to other people. I am just so focused on what I do. I’ll let you answer that question.
The Everyday Series: You have been willing to take the time to get this going and keep it going. Be unashamedly creative with your specific niche and there is nothing that holds you back. This is exactly what I have learned from Selva in my time speaking with her!
5. How do you collaborate with others working towards a better world?
The Everyday Series: I also answered this question for Selva! She is so humble and I love that!
1) She has a healthier spin on your donuts giving people cleaner options while still indulging 2) She took a risk with a pop up cook book and has taught others through this that whatever you want to do, do it.
6. What advice would you give to female entrepreneurs in the beginning stages of launching their brand or business?
Prepare to fail, and when it happens, don’t give up. Just find something else that is connected to it. You aren’t going to fail every time. If you don’t fail, you don’t learn anything. Don’t get down. When it fails it can hurt, but the most important thing is don’t be pessimistic but be okay with failing- improve it. Keep continuing what you love to do. When you do something love, people will notice it and want to be a part.
7. Anything else you want to share with our readers?
It’s very important especially as a young woman graduating from college that it’s okay to not be doing in your career field what you graduated with intending to do. You don’t need to get a job from that particular niche- be open minded because life can take you down any route. That’s what happened to me. I am a package designer and jewelry designer and now I make donuts. Anything can happen- be open minded about your future. You create your future with what you believe in!
Checkout her website here!