Behind the success of Maree O'Shea’s flourishing baking business

In Sweeter Than Sugar, Maree O’Shea has created more than just a bakery. She has fostered a community, celebrated personal milestones, and thrived as an entrepreneur, all while staying true to her original passion: creating delicious, beautiful treats for all occasions.

Maree O'Shea, from Sweeter than Sugar, won an AusMumpreneur Award in the Event Business category.

The visionary behind one of Townsville’s most popular specialty cake making businesses, Sweeter Than Sugar, has transformed her love for baking into a thriving business.

Maree O’Shea is celebrated for her meticulous customisation of cakes and confectioneries, and her dedication to perfection recently earned her the prestigious AusMumpreneur Award in the Event Business category.

For Maree, the recognition is a testament to her passion and the steadfast support from her community, as she continues to deliver exceptional treats that resonate with her clients’ unique celebrations.

“It feels amazing to have my hard work and passion recognised on such a prestigious platform,” she told NQ Weekend. “I’m honoured to represent Townsville on a national stage and this recognition fuels my commitment to continue delivering exceptional events and experiences. I am beyond humbled considering the amount of talented business women in the events industry both locally and nationally.”

Maree’s journey into the world of custom cakes and confectioneries started fourteen years ago, driven by necessity and love.

Sweeter than Sugar Townsville is well-known for its costum made treats

As a single mother at the time, Maree decided to make a custom designed birthday cake for her daughter’s first birthday instead of buying one.

“I had always enjoyed baking and decorating, so I made it myself instead,” she explained.

This single act not only fulfilled a need but also ignited a business idea, as friends started requesting her delicious creations for their own celebrations.

“I quickly grew a loyal following and a year later after literally investing every cent I had saved, I opened my own shopfront and bakery.

“The shop was hugely successful for five years, until I outgrew my location. I made the decision to close the shop front and work by appointment only, so that I could maintain the personal touch and level of quality that my product and reputation are renowned for.”

The essence of Sweeter Than Sugar lies in the meticulous customisation of cakes, cupcakes, and decorated sugar cookies.

Maree believes that her clients appreciate the personalisation and care she infuses into each order.

“People enjoy the personal touch of a custom made product,” she said.

This personal approach not only pleases the customer but also strengthens client relationships, evident in the number of corporate clients who regularly order her creations to celebrate special occasions with their staff and clients.

What sets Maree’s business apart in Townsville’s competitive bakery scene is her unwavering strive for perfection.

“I guide my clients and we work together in the design process to make their ideas come to life. They often have an idea but don’t know where to go with it so I get as many details as possible to create an amazing design that suits their event.”

Sweeter than Sugar’s cakes are insta-worthy creations

This dedication is evident in her willingness to accommodate unique flavour requests beyond the standard choices of chocolate and vanilla, which has solidified her status as the longest-running boutique cake maker in Townsville.

Her creative process is highly collaborative, working closely with clients to bring their visions to life, drawing on details to craft cakes that resonate with their events.

“Sometimes they give me full creative control, which comes with pressure, but it’s exciting,” Maree said. “I like to give them an idea of what to expect from the finished product. Sometimes ideas exist only in my head and it’s hard to explain what I’m wanting to create, but my regular customers are very trusting and are confident I will always deliver something special for them.”

The journey to sweet success hasn’t been without challenges.

Running Sweeter Than Sugar demands a balance between creativity and business savvy.

Maree acknowledges the hard work involved, noting the long hours and the crucial role her support network plays.

“I don’t think people realise how many hours go into running a small business, it is hard work. There’s no days off, no sick leave, and long hours.

“I have learned how to balance my workload by planning ahead. I have to stay ten steps ahead of each day and know what’s coming up.”

Maree O'Shea of Sweeter than Sugar has operated her business for the past 15 years

Maree’s husband, Dale - who she married recently after the couple eloped in Vegas - plays a pivotal role in managing the administrative side, enabling her to focus on the creative aspects of the business that she excels in.

“I’ve learned that I can’t do it all and that I need to employ others to do the jobs that they are good at so that I can focus on what I’m good at.”

Despite the challenges of owning a small business, Maree - who is a mother of four teenagers in her blended family - said she loved being a small business operator in Townsville.

“I think it’s very important to support local and build networks and relationships with other businesses. I would not be where I am without the support of the community and I am very grateful for everyone that has worked alongside us.”

Looking ahead, Maree is enthusiastic about blending her business with culinary experiences through initiatives like cupcake decorating picnics, designed for events like hen’s parties and community fundraisers.

Maree O'Shea of Sweeter than Sugar is about to launch cupcake decorating picnics. Picture: Shae Beplate.

“We are so excited to see Sweeter Than Sugar and Hello Picnic grow together,” she explained. By tapping into Townsville’s scenic beauty, she hopes to provide memorable experiences that combine her love for baking with the joy of togetherness.

“I am currently planning the launch of cupcake decorating picnics, where people come along to a cupcake decorating class in a beautiful boutique picnic setting and enjoy a fully catered high tea made by Sweeter than Sugar.

“These will be perfect for hen’s parties and baby showers, as well as great fundraising opportunities for local charities and community groups.We have many beautiful locations in Townsville and I enjoy setting up picnics in picturesque spots that many locals don’t often take the time out to enjoy. I want to share the joy of celebrations with everyone.”

Originally published as Behind the success of Maree O'Shea’s flourishing baking business