Jonathan Caleb is so much more than a baker...he's a sugar artist, and we are in awe of his creations! He specializes in macarons, but also bakes cakes, cupcakes, and other treats. For Jonathan, the branding is just as important as the way his desserts taste, so he intentionally built his brand to be clean and bright with pastel colors (he has an IG following of over 20k!). Scrolling through his IG will make anyone hungry, because the only thing better than good food is...pretty, good food.
Hi, Jonathan! How did you became a professional baker/sugar artist?
I never planned on becoming a baker or even selling confections, it all just fell into place by itself. I started making cakes for friends and family just for fun. I decided to try my hand at making macarons on a whim to give as hostess gifts over the holidays a few years ago, and I thought they were cute, so I snapped a photo with my phone and posted it to Instagram. Shortly after posting, I began receiving messages asking if they were for sale, how much for a dozen and if I took orders. I wasn't planning on selling any of them, so I politely declined. I continued to receive requests, so I finally agreed to sell a dozen, and the word was out.
Describe your baking style?
My baking style is simple. I love to use simple recipes that are tried and true with southern roots. I want everything to taste as incredible as it looks. My mom is an amazing baker, so we always had dessert with dinner growing up. In fact, my mom is now my right hand and always makes sure my cakes are baked to absolute perfection. My favorite thing to make is macarons. They are temperamental and quite challenging, but I love watching them form their tiny feet thru the oven door and their shells dome into a perfect bite size of melt in your mouth deliciousness.
Where do you find inspiration for new recipes and flavors?
I find inspiration everywhere. I studied graphic communications in college and currently work as a graphic designer, so I am a very visual person. I'm usually inspired to create a new flavor or recipe combination after I have an idea of a photo I want to style and take. You always eat with your eyes first, so I put a lot of effort into making confections that are a treat visually as well as tasty.
"You always eat with your eyes first, so I put a lot of effort into making confections that are a treat visually as well as tasty."
What do you wish you would have known when you first started out? What are you looking forward to most?
I think I would have wanted to know more about the business side of what I do. Since this was never really a planned venture, I have had to learn as I go. I wouldn't trade anything in the world for it though. I have met some of the most amazing people, and the followers are so incredibly supportive of everything I do and have helped me build a successful business. I am looking forward the most to opening a retail store and having my own kitchen space. I am currently leasing a shared kitchen space until I find the perfect spot for Jonathan Caleb Cake to call home.