Today we’d like to introduce you to Samantha Villarreal.
Hi Samantha, so excited to have you with us today. What can you tell us about your story?
My journey started right here in San Antonio, where my love for baking first began. After graduating from The Culinary Institute of America in 2010, I spent several years working behind the scenes in catering and food manufacturing, focusing on quality assurance and food safety. Those experiences taught me a lot about precision, consistency, and what it takes to bring ideas to life on a larger scale. In 2016, I decided to follow a lifelong dream and started Sweet Cheeks Bake Shop as a part-time side business, creating custom cookies and treats for local events. What began as a small creative outlet quickly grew into something much bigger than I could’ve imagined. Over time, my client list expanded to include incredible organizations like Hotel Emma, the San Antonio Spurs, and The RK Group.
After years of late nights, thousands of hand-decorated cookies, and endless support from our community, I was finally able to open our first brick-and-mortar location in July 2023. Today, Sweet Cheeks Bake Shop is a full-time business where we host workshops, birthday parties, and create themed treats that bring people joy. It’s been such a rewarding journey—from mixing dough in my kitchen to welcoming customers through our doors—and I’m so proud of how far we’ve come.
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?
It definitely hasn’t been a smooth road, but I think that’s what makes the journey so meaningful. Starting and growing a small business comes with its fair share of challenges—from balancing a full-time job while baking late into the night, to learning how to manage orders, finances, and marketing all on my own. In the early years, there were many moments of doubt and exhaustion, wondering if I could really turn this dream into something sustainable. When I decided to take the leap and open our brick-and-mortar location, that came with an entirely new set of obstacles—permits, build-out delays, staffing, and all the behind-the-scenes work that no one really sees. But every challenge pushed me to grow, adapt, and trust the process.
There were certainly hard days, but my passion for baking and the support of my family and customers kept me going. Seeing people smile when they pick up their treats or take a class reminds me exactly why I started. Every bump in the road has been worth it.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Sweet Cheeks Bake Shop, we specialize in creating custom-decorated cookies, cakes, cupcakes, and cake pops for all occasions—from intimate celebrations to large corporate events. What really sets us apart is our attention to detail and our commitment to quality and consistency. Every cookie is hand-decorated, every recipe is tested for balance, and I take pride in making sure our treats aren’t overly sweet but still full of flavor. Beyond the baking itself, I truly value the relationships I’ve built with my clients over the years. Someone once told me I was a good saleswoman, but then quickly corrected themselves and said, “No—you’re just really good at building relationships.” That meant a lot to me, because it captures what I love most about what I do. My goal has never been just to sell a product—it’s to create something meaningful for each person and to be part of their special moments.
I’m most proud of the trust and loyalty that’s grown from those connections. Seeing customers return year after year, or call me for every milestone in their lives, is the most rewarding part of this business.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I’ve never really thought of myself as a big risk-taker, but looking back, I realize some of my biggest steps have come from taking calculated risks. The biggest one was deciding to take Sweet Cheeks Bake Shop full time right after the pandemic. At the time, everything felt uncertain—no one really knew when things would return to “normal,” and the cost of goods was climbing fast. It was definitely a leap of faith. There were moments of doubt and fear, but I believed in what I’d built and in the community that had supported me from the start. I reminded myself that if I waited for the “perfect” time, it might never come.
That risk ended up being one of the best decisions I’ve ever made. It pushed me to grow, to think creatively, and to trust myself as both a baker and a business owner. Sometimes taking the risk is the only way to find out just how capable you really are.
Contact Info:
- Website: sweetcheekssatx.com
- Instagram: @sweetcheeks.satx
- Facebook: @sweetcheeks.satx
- Linkedin: https://www.linkedin.com/in/samantha-villarreal-297194283?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Other: https://linktr.ee/sweetcheekstx
