By Audrey Sellers
There’s a new cupcake shop in town: Gigi's Cupcakes. But there’s more than flour andbrfrosting behind this Park Village bakery; there’sbrGigi Butler, its faith-filled, go-getter founder who’sbralso a single mom.
Balancing motherhood and entrepreneurship? Butler'sbrgot it in the bag—or rather, the cupcake box. Gigi's Cupcakesbrhas grown from one shop in Nashville, Tennessee, to morebrthan 100 franchise locations sprinkled throughout 23 states.brThere's an international store in South Korea and there arebralso plans to grow the business to 250 locations in the nextbrfive years.br
“Becoming a successful entrepreneur requires persistence,” says Butler. “Not only in your passion for yourbrproduct or service, but also in following your dream.”br
Country Songs, Cleaning ... and Cupcakes
Since childhood, Butler had dreams of becoming a country-music star. She sang in bars all over California and thenbrmoved to Nashville, hoping to be discovered. To makebrends meet, Butler also started her own cleaning business,brGigi's Cleaning Company. She cleaned homes, offices andbrconstruction sites while singing on the side.br
When her music career didn't take off as she had hoped,brButler turned to baking. She grew up in a family of bakersbrand had a knack around the kitchen. So she thought, “Whybrnot start a bakery?” Butler opened the first Gigi's Cupcakesbrin 2008 with only $33 to her name. She prayed customersbrwould come. They did ... and they loved the cupcakes. Inbr2013, her gross revenue was reported at $43 million.br
So how did Butler create a booming business while raising her daughter as a single parent? Hard workbrand a whole lot of prayer. “I lean on my faith at all times,”brButler says. “I ask God for the guidance to help me lead thisbrcompany and my family in the right direction.”br
Butler remembers the moment she knew she had something special with her blossoming bakery. Interestingly, itbrwas her first customer complaint. A woman had traveledbrover an hour for a Scarlett's Red Velvet cupcake and was furious when she learned the flavor wasn't on the menu that day.br
“She was so upset we didn't have it and informed me she'dbrdriven specifically to my bakery for that one cupcake,” saysbrButler. “Someone was emotional about a cupcake flavor Ibrhad created. At that moment, I knew I had created a productbrthat people were passionate about and really wanted to buy.”
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A Taste of the Brand
While Butler knew she hit a sweet spot with cupcakes, shebralso knew the value of diversifying the menu to differentiatebrher shop. Walk into Gigi's Cupcakes and you'll find a sugarybrsmorgasbord of stuffed cookies, bread loaves, muffins, cakes,brcheesecakes, pies and specialty coffee. The shop is also rolling out cake bites, quiche and ice cream in a few test markets.
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As for the cupcakes, customers can choose from a mind-brboggling 300 rotating flavors, including gluten-free andbrsugar-free varieties. Each treat is topped off with Gigi's signature swirl of sky-high icing. No matter what flavor or indulgence sweet seekers opt for, they're in for something special.br
“We focus on creating a full sensory experience at Gigi'sbrCupcakes, providing freshly baked items that are finishedbrwith an artist's touch,” Butler says. “I want people to instantly recognize our box, like they do a Tiffany's box, and get excited knowing there is an incredible dessert waiting inside.”br
Butler got a taste of her own company from a differentbrperspective when she appeared on the hit CBS series "Undercover Boss" last year. On the show, Butler got in disguise andbrworked alongside her employees as a cupcake decorator,brbaker, cake manager and customer service rep.br
At the end of each episode, the CEO or “Undercover Boss,”broffers financial gifts to selected employees as a token ofbrappreciation. Butler helped one employee launch a charitybrand provided funds to help another employee start a family.br
Giving back is important to Butler—and it's somethingbrshe hopes to impart to her five-year-old daughter. “I want to leavebra legacy of love for my daughter,” she says. “I want her tobrknow there is strength and a sense of community when youbrgive back to people.”
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Ingredients for Life
Butler also wants her girl to know the value of hard work.brWhen times got tough, Butler persevered, changing coursebrfrom singing and housecleaning to baking and entrepreneurship. She admits there are challenges when simultaneously running a business and raising a child, but these canbrbe overcome.br
“[As] a single mother, balancing work and life is a constant struggle. It's something that every working mom orbrdad struggles with,” Butler says. “I always read my Bible andbrexercise regularly to keep myself sane.”br
She has also accepted that she can't (and shouldn't) trybrto do it all. “For a long time, I thought I could be involvedbrin every aspect of the business, have a social life, and carebrfor my daughter,” admits Butler. “By hiring others to help mebrmanage and grow the Gigi's Cupcakes brand, I've learned tobrtrust in others' expertise and experience.”br
With talented professionals helping her run the business,brButler has more time with her daughter. They're often whippingbrup cupcakes and other homemade treats in their kitchen inbrthe Nashville area. In fact, that's probably what they'll bebrdoing for Mother's Day this month. Butler says she plans tobrattend church and cook, bake, and host friends and family.br
For Butler, the best moments are those shared with herbrdaughter. “I enjoy creating sweet memories with her,” shebrsays. “Every day has its challenges, but the relationship I havebrwith my daughter is worth more than I could ever achieve inbrmy professional life. Both are hard work, but worth it.”