Today we’d like to introduce you to Zohah Beg.
Hi Zohah, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
When my grandfather came to the country from Pakistan almost 50 years ago, he started a catering business that would go on to be one of the most well-known in Chicago, where I grew up. He had no sense for business, but a true passion for feeding others.
Growing up, food was incredibly important because it was one of the ways we showed love. As a kid, if I could put a smile on someone’s face with something I made, it meant the world. And if I could beautify it, I could make every dessert feel like an occasion.
I started my business at 16, more than 10 years ago, initiating fundraisers for Habitat for Humanity. In a week, I would take over my parents’ entire kitchen and make over 700 mini cupcakes to sell to support our local chapter’s Habitat Week. By word of mouth, this grew into a real business that quickly expanded to make the art of cakes.
I’ve loved most of all the wonderful returning clients-turned friends that continued trusting me to help them celebrate their most important life moments. After doing a couple’s wedding cake and cupcakes, I then got to do their baby shower desserts, and then their child’s birthday. It means the world to get to play that small part in sharing their happiness and I love making that special.
A few years ago, I had a wonderful client request a cake and dessert for her daughter’s first birthday. Long story short, we became friends, she introduced me to her brother out in Denver, and three years later, we’re married and I moved myself and Insourced Icing out from Chicago to the Mile-High city with me.
I should have mentioned, that I’m also in my last year of pharmacy school. By day, I talk with patients about managing their diabetes medications, and by night, I’m making their cakes and desserts.
An intense perfectionist, I’ve spent years putting in the time to cultivate a style uniquely my own, still waking up in the middle of the night to jot down flavor combinations and cake designs to experiment with. I’ve honestly always felt blessed to have a passion I enjoyed so much that helped me share that joy with friends and strangers.
I moved out to Denver permanently in April of 2022, and although it was tough leaving behind so many wonderful clients, I’m truly thrilled to have had the kind of response I’ve had here to be able to do what I love and serve my new community here.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
I’ve always had an itch to create, and it was tough moving my business out to a new city where I had to start from scratch and build a name for myself over again. It felt like going from 100 to zero, being booked out every weekend of the year back to building up by word of mouth. I had loyal and hardworking staff in Chicago to make the work breeze by and had to start again on my own.
I’ve been blessed to work with so many wonderful creators who lifted me up on their platforms to help me inch my way forward. I’m a firm believer in going all in, so that meant I was back to being boots on the ground baking for small businesses and their staff, or for small events to introduce myself to a whole new community.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I pride myself on producing something truly unique, personal, and beautiful for each client I work with and going above and beyond every time I put my name on something. Every consultation means getting to know what would make that client happiest in both taste and design and stretching my imagination to bring that into reality and even better.
In addition to my experience making cakes, I’m a botanophile if that’s a word, completely obsessed with floral design. I’ve taken several courses in art composition and floral design and try to bring that into my work wherever I can to produce a clean and unique final product.
What sort of changes are you expecting over the next 5-10 years?
My goal is to continue to be more accessible to the community and expand to offer specialty desserts for casual delivery and pickup in addition to traditional event-based desserts.
I also hope to expand my dessert table design offerings to put together a complete look for each event, from floral design to other elements beyond the desserts to beautify each client’s celebration.
- Instagram: www.instagram.com/insourced_icing
- Other: www.tiktok.com/@insourced_icing