Raised Mormon, Hannah Perry followed the trail expected of her. After graduating college, she didn’t join the workforce alongside her classmates. As a substitute, she married and had children. “That is what you’re imagined to be as a lady,” Hannah says she was taught.
Her life appeared idyllic on the surface, but underneath, she felt like something was missing. “I knew I used to be gay. I used to be a late bloomer needless to say,” Hannah says. After coming to terms together with her feelings, she prepared to begin over, faced with finding a method to support herself and her family. “It was the darkest, scariest time of my life,” she says. “But there was a light-weight at the tip of the tunnel, and I’m there now.”
In her words, Hannah shares how she overcame challenges to construct her own thriving business. Hear her story of growing Floof Cotton Candy from an idea right into a celeb-favorite confection brand.
Name: Hannah Perry
My business: Floof Cotton Candy
Products: Cotton candy cakes
12 months founded: 2020
Based in: Auburn, California
Why I began my business:
I knew that I used to be getting separated, and I had a certain quantity of time to make cash, provide for my family, and hopefully stay in my home.I used to be really trying to seek out something I could do where I used to be with my kids full time and one way or the other still work.
I used to be so motivated to work so hard. I’ve at all times been like that. I put myself through college. I never took out a loan. More often than not I had two jobs. I’ve at all times had side hustles.
Thirteen years ago, there was a seed that was planted of wanting to begin a cotton candy company. And it was similar to this crazy dream, but I believed on the time, “I can never try this.”
My thoughts with the cotton candy stuff was [to open] a cart. I could do the cart at events and be a weekend warrior because that’s when I actually have childcare.
The early days of my business:
I built the primary cart out of a jogging stroller and with a wood box to sit down on its frame.
I used to be making cotton candy tubs and experimenting with my very own sugar bases because I wanted it to be really specialty and further. I’d put my kids to bed, and eight p.m. to midnight were my hours for mixing sugars and trying flavors. I used to be getting my name on the market, and doing local pickups for friends. I’d bring all these flavors to people at my running club to try to get their opinions.
Through the early stages, I used to be also training for a 50 kilometer ultra run. I don’t know the way I did all of it while I used to be going through a separation.
It’s hard to recollect the emotions I used to be feeling so early on within the stages. I remember it being exciting and a break from the chaos of my life. I felt like I used to be being productive. And though I wasn’t earning money [yet], I used to be doing my very own thing. I wasn’t considering this cotton candy was going to be an actual job.
Developing my signature product:
I remember turning over a deli container tub [filled with cotton candy], taking it out, and it looking like this little cake since it was all compact. I put a candle on the highest, but I hadn’t cut it or anything. I just thought it was so cute.
I then tried to seek out a much bigger type of deli style container. I had this Costco-sized cottage cheese container from my mom. I made what I normally make on this larger container, and I remember flipping it over and considering, “I just created the best thing ever.”
I knew then that my business was taking a turn and it was going to be focused on these cakes. I used to be so confident in that moment that this was it. It was a pivotal time.
Getting my big break:
I used to be sick of explaining how one can care in your cake, so I put together this little instructional video.
The video wasn’t meant for everybody—it was meant for the individuals who ordered a cake. So it was an enormous surprise when it went viral on TikTok. The quantity of comments and emails from people wanting one was insane.
At this point, I used to be experimenting with shipping, but most of it was just local. I didn’t have a shipping setup on my store yet—it was all through email. It was madness. I felt so overwhelmed and so excited all at the identical time.
It was crazy, but I couldn’t stop. I knew that this was my time and that trends can burn out. And it was hot at once and I didn’t wish to lose that chance.
Biggest celeb encounter:
It was midnight and I got an email. It was from Charlize Theron’s house manager. She said, “Her son saw your cakes on TikTok and just loves them. He has a food allergy, so this is completely perfect for him. We all know that you simply’re sold out, but I’m really wondering if we will make this work, in case you could send us a cake.”
And it hit me so hard that I had built a business where people really wanted this and it was sold out. I remember sitting on a stoop and crying and at last, for possibly the primary time, feeling like I used to be so happy with myself.
Probably the most difficult a part of becoming an entrepreneur:
With the business side of things, it was completely overwhelming. I had never taken any type of business classes. It was not my thing and never my strength. And I believe that is strictly what stops people from starting their business.
Now that I had this product and folks wanted it, it got here together with a lot other boring stuff. I had done the fun part and now I needed to cope with the numbers.
To start with, my list was so insanely long. There was just no way of getting through it on daily basis. You’re raising babies and trying to only get through, make product, and one way or the other you’re imagined to call the state tax franchise board in your seller’s permit number.
My favorite a part of running my business:
I really like my cotton candy cart. It’s not my predominant source of income, but I really like having it because events are where I began and I find a lot joy being out locally, being at weddings, and meeting people. Being around people gives me energy. It’s just magical.
When all of it clicked for me:
Before I got the keys [to my commercial space], there was a lot fear and intense energy. I used to be really nervous moving in. Once I got the keys and opened the door, I had this sense prefer it was all going to work out. As I’ve grown and located myself through these previous few years, and with Floof, I hearken to those feelings now, because I can trust them. I actually felt so excited and prepared, though there was lots of turmoil before. I’m like, “This was the fitting decision. That is it. I’m going to grow here.”
My most-used marketing channel:
I did get on the TikTok train early on. I had this sense prefer it’s one of the simplest ways in your content to grow organically. Once I began on TikTok, it was still about girls learning dances and stuff. But I used to be seeing other small business owners really thrive there. So I used to be like, I’m going to begin posting videos. I wanted people to learn about it, but I still wasn’t able to go viral and be shipping yet.
I actually love making content now. I discovered lots of joy in sharing my story and my experiences and what’s occurring within the Floof kitchen.
Making the switch to Shopify:
I used to be using Wix before, and it was very easy to construct the web site, but I needed to have a web site that might handle more. Lots of people were talking about Shopify.
It’s tricky to shift your whole business but it surely was crucial to do because I actually needed more from my website. I remember having to transfer my URL, my DNS. There have been some things like that that you simply had to modify over to then move your store. Once I was able to transfer from Wix, it was pretty smooth.
Shopify really just made my business feel more skilled, and it saves me lots of time in communicating with customers.
My top Shopify apps:
I used to be capable of get a form builder on my website so people could write down all of the small print of their event. There was a lot less communication forwards and backwards because they gave me all the data. Having a delivery date app where customers could pick a delivery date was also huge.
Best customer feedback:
It gets me each time when a mom writes and says, “My kid can’t have gluten and eggs. They haven’t had a birthday cake in years they usually absolutely loved it.” Seeing the videos and the joy on people’s faces, it still shocks me and hits my heart. I won’t ever get sick of seeing that.
What’s next:
My business is flourishing and growing. I began in just a little kitchen nook and now I’m moving right into a industrial kitchen with a storefront attached.
My dream for my business is for Floof to be a household name. I would like this to be a standard thing that you will have at a celebration. I believe with an increasing number of people having food allergies, there must be a product like that out here. I would like everyone to learn about it.
I also wish to get to a spot where the business can run without giving a lot of my time and myself. I’d like to get to the place where I can spend more time relaxing. I don’t quite remember what that’s like.
The recommendation I’d give to other entrepreneurs:
If you will have in your soul this art that you ought to share and this concept that you recognize may very well be good, really go for it. Know that it’s going to be lots of work, but there’s a lot strength and freedom in doing all your own thing and having the ability to put your heart and soul into something. It can change your life, your personal life, your relationships. It just isn’t a straightforward road, but it surely is so value it.
Note: This interview has been condensed and edited for length and clarity.
