Meet Diana Rivero of Just Indulgence

Today we’d like to introduce you to Diana Rivero.

Hi Diana, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Baking was always a passion of mine. I’ve been baking since I was doing it on an incandescent light bulb. I loved doing dessert tables and baking for family gatherings and parties. After going on a plant based diet my options for desserts became very limited. It was a struggle to find vegan and gluten free desserts that really satisfied my cravings. A lot of experimentation went into creating the stuff that I really enjoy. As time went on I have integrated more cultural aspects to my menu. This came about from trying to recreate and reimagine a lot of the childhood favorites I used to know. My style has really evolved from when I started, I currently do a fusion of Mexican and American desserts that have my own special spin on it. I’ve gotten to where I am thanks to a lot of help, my mother runs two businesses that I grew up around.

I learned business management skills at Mi Casa Resource Center, I studied baking at Emily Griffith with Sheylen Say, I got my licenses and insurance with the help of The Center for Community Wealth Building and I am currently working out of Cultura Craft Chocolate’s commercial kitchen thanks to Damaris Ronkanen. The formation of the Rise Westwood Collective has also been instrumental in the growth of my business and of course my family and friends as they have been incredibly supportive throughout this entire venture and the best taste testers a person can ask for. I’ve gotten to where I am because of an amazing network of people that have supported, encouraged and have aided my dream.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Every business is going to come with its unique set of struggles. It’s always a learning experience, you’re always going to be changing and evolving. The things that I struggle with have changed. Starting out I struggled with juggling a full time job and a part time business. Once I decided to commit to baking full time, I struggled with managing a business full time and depending entirely on my business income during a pandemic. Ultimately owning a business is about trading in one set of struggles for another, and those struggles change depending on the level that you reach. The road might not always be smooth but owning my own business and being my own boss has made all of the worst struggles entirely worth it at the end of the day.

Alright, so let’s switch gears a bit and talk business. What should we know?
Just Indulgence was born out of a desire to create a business that was aligned with my values. As a huge advocate of social, economic and environmental justice. One of the reasons for my transition to a plant based diet was the sustainability and environmental considerations, eliminating animal products from our menu reduces a lot of unnecessary waste. We donate a portion of our profits to social justice causes that are important to us each year. What truly makes us unique is the way that we take classic American and Mexican desserts and put our own unique spin on it. Incorporating the cultural aspect to my baking has really made it that much more fulfilling. I’ve found the more I have leaned into my roots the more receptive people have been to me and my company.

Do you any memories from childhood that you can share with us?
I was about ten years old; it was late fall and we had a massive snow storm. There was about three to four feet of snow, It was so much that our electricity went out. For the next three days my parents, two year old brother, new born sister and I had to sleep in our living room. Thanks to our gas stove, we were able to heat our kitchen and living room by producing an excessive amount of baked goods. I can still remember being tucked under a blanket as the smell of fresh cookies, and cake wafted through the air. That was the time I discovered the magic of baking, turning a set of ingredients into deliciousness, and seeing the comfort and warmth it brought with it figuratively and literally.

Contact Info:

• Email: diana@justindulgence.com
• Website: JustIndulgence.com
• Instagram: @just_indulgence
• Facebook: @justindulgences

Image Credits
Just Indulgence