Meet Jenna Rae Cakes: A Family Affair in Winnipeg

Before we dive into our exclusive interview, let’s get acquainted with the essentials of this beloved establishment:

• Bakery Name: Jenna Rae Cakes
• Location: 580 Academy Road, Winnipeg, Manitoba, Canada
• Years in Business: 4 years, with their charming storefront opening its doors in 2014, marking a significant milestone in their journey.

The Talented Team Behind the Sweet Creations:

Jenna Rae Cakes is a testament to family synergy, where individual talents blend seamlessly to create a remarkable brand:

• Jenna Illchuk: The visionary Founder, Co-Owner, and principal Cake Designer. As a twin sister, her creative genius forms the artistic core of the bakery.
• Ashley Illchuk: Co-Owner, Head Baker, Graphic Designer, and Photo Stylist. Jenna’s twin sister, Ashley, masterfully crafts the delicious foundations and ensures every creation is picture-perfect for their highly celebrated online presence.
• Chelsea Illchuk: Head Baker. As the younger sister, Chelsea plays a crucial role in the kitchen, bringing her baking prowess to the team.
• Trevor: Store Manager. Ashley’s fiancé, Trevor, ensures the smooth operation of the storefront, providing a welcoming experience for every customer.

This close-knit family dynamic not only powers the daily operations but also infuses every cake and confection with a unique sense of warmth and dedication.

The Journey to Cake Stardom: Jenna Illchuk’s Story

Jenna Illchuk, the creative force behind Jenna Rae Cakes, possesses an unparalleled talent that shines through every aspect of her work. From her uniquely beautiful cake designs that often resemble edible works of art to her flawless presentation, both in person and across digital platforms, Jenna has meticulously built her brand. What began as a passionate one-woman cake business has blossomed into a thriving bakery and cake boutique, now proudly co-owned by her twin sister, Ashley, with invaluable contributions from their sister Chelsea in the kitchen.

Our admiration for Jenna Rae Cakes began the moment we discovered their stunning Instagram feed. It’s a visual feast of lovingly styled, pristine white photographs showcasing perfectly frosted cakes, updated daily with fresh delights. Their brilliant French macarons, offered in every imaginable color of the rainbow, captivate with their delicate crumbs, artistic drips, subtle sparkles, and playful sprinkles. And, of course, one cannot forget the magnificent towering wedding cake creations, adorned with delicate ruffles and ornate sugar flowers in designer hues, a signature style that recently earned Jenna recognition as one of the top 20 cake designers to follow by Martha Stewart Weddings. Her innovative designs and keen eye for aesthetics have also graced the pages of The Cake Blog on several occasions, including unforgettable pieces like the amazing Silver Sequin Cake from a past December feature.

Jenna, a self-taught cake decorator, generously shares her journey, revealing how she serendipitously stumbled into the world of cake making, navigated the intricacies of the cake business, and how Jenna Rae Cakes ultimately became a cherished family endeavor. So, pull up a chair, grab a metaphorical plate and fork, because it’s time to dig into this inspiring story!

An Interview with Jenna Illchuk: Insights from a Cake Designer

The Unexpected Path to Sweet Success

Q: I love when an unconventional path leads to the perfect career. What did you want to be when you were a child? What were you doing for work prior to discovering your love for cake designs?

A: It’s funny how life unfolds! I grew up spending a lot of time baking with my mom, but honestly, pursuing a career as a baker never even crossed my mind. My childhood dream was actually to be a hockey player! I was quite serious about it, even receiving a scholarship to the University of Manitoba as a goalie for their hockey team. My academic path was set towards a science degree, with the ultimate goal of becoming a dentist. The world of cakes entered my life almost by accident. One day, I started experimenting with cake decorating purely for fun, and I decided to share a few pictures on Facebook. To my surprise, orders started pouring in almost immediately, and the demand just exploded from there. My twin sister and business partner, Ashley, and I have always shared an artistic inclination, so I consider myself incredibly fortunate to have stumbled into a career that I absolutely adore and that truly utilizes our creative strengths.

The Art of Cake Design: Inspiration and Signature Styles

Q: You are known for your gorgeous, artfully detailed cakes. You have such a great sense of design – your cakes remind me of couture dresses. Where do your design ideas come from?

A: Thank you so much for that wonderful compliment! I truly appreciate the comparison to couture dresses; it perfectly captures the essence of what I aim for. My design philosophy heavily incorporates texture, and sugar flowers are hands-down my absolute favorite element to work with. When I meet with brides for consultations, we often begin by looking at their wedding dress. This helps me visualize ways to translate elements like lace, fabric folds, and embellishments into the cake design, adding movement and unique textures. Personally, I am very drawn to working with metallics – a touch of gold, silver, or rose gold can elevate a cake immensely. I also find that the subtle gradation of coloring, transitioning from one shade to another, adds incredible depth and dimension to a design, making each cake a truly bespoke masterpiece.

The Self-Taught Advantage: Navigating Challenges and Embracing Freedom

Q: You are a self-taught cake decorator and designer – how do you see this in terms of both pros and cons? Were there moments when you thought about attending formal pastry school?

A: Absolutely, there have been many moments when the idea of formal pastry school crossed my mind! Being self-taught presents a unique set of challenges and advantages. On the “con” side, it can be really difficult to assess your own value and skills without the validation and structured framework that formal training provides. I’ve essentially taught myself almost everything I know through countless hours of experimentation, research, and practice. I’m certain that some techniques and foundational knowledge would have been significantly easier to acquire in a classroom setting, rather than through the often frustrating process of trial and error. However, the “pro” side of being self-taught is incredibly empowering. I’m not constrained by traditional methods or other people’s limitations. Because I haven’t been told “this is how it’s always been done” or “you can’t do that,” it’s much easier for me to think outside the box, push creative boundaries, and innovate with designs and techniques that might not be taught in conventional schools. This freedom has been invaluable in developing our distinctive style at Jenna Rae Cakes.

Winnipeg’s Unexpected Charm: A Hub for Creativity

Q: People who come across your work are awe-inspired and probably assume you are from a large metropolis such as New York City. Can you describe the city of Winnipeg to our readers? How does your location affect your cakes or your work as a cake designer?

A: First and foremost, the support we’ve received from Winnipeg since opening our bakery has been nothing short of incredible. Winnipeg is a city of approximately 700,000 residents, so it’s certainly not a mega-metropolis like New York, but over the past few years, its artistic and culinary community has truly carved out a distinct identity. Winnipeg is gaining recognition for its fantastic restaurant scene and a flourishing wedding industry, making it a surprisingly vibrant place for creative entrepreneurs. We often hear customers walk into the bakery and exclaim, “I can’t believe a place like this is in Winnipeg!” It’s such an amazing compliment, and while we’re flattered, it also highlights the burgeoning landscape of innovative businesses springing up all around us. It genuinely is a fantastic place to be a small business owner right now.

Geographically, Winnipeg is situated right in the heart of the Canadian prairies. To be completely honest, the weather can be a bit challenging; we experience some of the coldest and longest winters imaginable. This can sometimes make it tough to stay consistently inspired and focused on work. However, this climate also brings a distinct rhythm to our business. Our wedding season, for instance, typically slows to a halt from November through March. This natural seasonality provides a valuable opportunity for us to regroup as a team, dedicate time to developing new design ideas, experiment with flavors, and perhaps even steal away for a much-needed warm vacation. It allows us to return refreshed and brimming with new creative energy for the busy spring and summer seasons.

Favorite Flavors: Beyond the Cake

Q: What are some of your favorite flavors from your cake and dessert menu?

A: This might sound like a secret, but I actually don’t particularly like chocolate! I know, I know – it’s definitely at the bottom of my list and people often find it quite strange for someone in the baking world. But my true obsession lies with our French macarons! We are constantly innovating, introducing at least one new flavor every single day, which keeps things exciting for us and our customers. My personal favorites always lean towards the candy-inspired flavors. Cotton candy, candy apple, Lucky Charms, watermelon, and salted caramel are consistently my top picks. We invested several months into rigorously testing different recipes and refining our own unique macaron recipe. This dedication has truly paid off, as people absolutely adore them! We’re incredibly proud to sell over 800 macarons every single day, a testament to their popularity and our perfected recipe.

Pushing Creative Boundaries: Favorite Cake Designs

Q: Your recent black Chanel purse cake looked like you could put your wallet in it, place it over your shoulder and go for lunch with gal pals. What are your favorite types of cakes to design?

A: Oh, those cake purses are definitely one of my absolute favorites! They are incredibly fun to create because of the intricate details and the precision required to replicate a real item. What I truly love most is when a client gives me creative freedom. The opportunity to create carved cakes is a particular joy. It really stretches my artistic abilities and provides a fantastic chance to experiment with different techniques and structural challenges. Figuring out how to bring these complex designs to life is always the coolest part – the challenge itself is incredibly rewarding. We’ve had the pleasure of crafting everything from realistic deer antlers to elaborate cruise ships. One particularly challenging and memorable design request involved transforming a picture of a tattoo into a detailed 3D face cake, which required a lot of ingenuity. And of course, given my background, I absolutely love making hockey cakes! I’ve had the incredible opportunity to design a few cakes for our beloved Winnipeg Jets, as well as numerous other sports-themed birthday cakes, and those projects are always a blast to work on.

The Reality of Bakery Life: Glamour, Hard Work, and Passion

Q: You make the cake business look so flawless and glamorous. Are there days when you want to throw in the apron? How do you keep from getting burned out?

A: The perception of our business looking flawless and glamorous has a lot, and I mean a LOT, to do with my twin sister, Ashley. She possesses an incredible talent for photo styling and staging, making everything look absolutely stunning in photographs. Her aesthetic vision and skill have been a monumental factor in the widespread success of Jenna Rae Cakes and in cultivating our significant social media following. However, behind the beautiful imagery, there’s the undeniable reality of minimum 12-hour workdays, which can certainly take their toll pretty quickly. Despite the demanding schedule, I find that even on my rare days off, I quickly start missing the process of making cakes and being in the kitchen – which I take as a very good sign that I’m truly passionate about what I do!

It’s also worth noting the contrast to how I started. Before we opened the storefront this spring, I used to work overnights. While I was in school or waitressing during the day, the only time I could affordably rent commercial kitchen space was between 11 PM and 7 AM. So, even though we’re still working incredibly long hours now, this current setup is a vastly improved and much more sustainable situation. This background helps me appreciate every moment in our own beautiful bakery and keeps burnout at bay, knowing how much harder it used to be.

The Power of Social Media: Instagram as a Business Catalyst

Q: Your social media accounts are all well maintained. How important do you see this aspect of your business?

A: Instagram has been an incredible blessing for our business, playing a pivotal role in our growth and daily operations. Firstly, Ashley’s exceptional talent for capturing and styling amazing pictures is consistently inspiring people to visit the bakery every day. Our beautiful feed encourages engagement, with people constantly tagging their friends and arranging “JRC dates” directly through our Instagram page. We make an effort to post probably 3-5 pictures daily, showcasing our menu items, new creations, and behind-the-scenes glimpses. This consistent visual marketing has completely transformed how we sell our products.

For example, when we first started, our cupcakes were surprisingly our least popular bakery item – which seemed weird to us! However, now, every single time we post a high-quality picture of a cupcake, we are virtually guaranteed to sell out that day. This clearly demonstrates that as soon as people see a beautifully composed photo that highlights the intricate details and delicious appeal of our treats, they are much more inclined to come in and experience them firsthand. We also notice a significant number of husbands who stop by on their way home from work, often saying, “My wife just called and told me you have this today…” It’s fantastic proof that our visual content directly drives sales and creates a loyal, engaged community.

Words of Wisdom for Aspiring Cake Entrepreneurs

Q: What words of advice would you give to someone wanting to start their own cake business?

A: My foremost piece of advice to anyone considering starting their own cake business is to make absolutely sure that you genuinely love it. This isn’t just a casual hobby; it requires an immense investment of your time and a tremendous amount of hard work. Success in this field doesn’t just magically happen overnight. There’s a well-known quote that resonates deeply with me: “Love what you do, and do what you love.” There’s simply no way that Ashley, Chelsea, Trevor, and I could maintain the demanding hours we work and consistently deliver the high level of quality that our customers expect if we weren’t truly passionate about every single cake and macaron we create. If that passion were absent, it would be all too easy to cut corners, compromise on ingredients, or rush through designs, and ultimately, the business would inevitably suffer. Your love for the craft is the fuel that maintains quality, drives innovation, and sustains you through the inevitable challenges.

Wrapping Up Our Tour: The Enduring Charm of Jenna Rae Cakes

Our tour of Jenna Rae Cakes has been nothing short of inspiring, offering a fascinating glimpse into the dedication, creativity, and sheer hard work that goes into crafting such exquisite confections. From Jenna’s unexpected journey into cake design, fueled by a self-taught spirit, to Ashley’s masterful visual storytelling on Instagram, and the seamless collaboration of their entire family, Jenna Rae Cakes embodies the true spirit of entrepreneurial success driven by passion. Their ability to transform a city like Winnipeg into a hub for unique culinary artistry is a testament to their vision and commitment to quality. We hope you’ve enjoyed this sweet peek behind the curtain and feel as inspired as we are by their story. Be sure to follow their journey and perhaps plan a visit to their charming Winnipeg boutique!

Vendors & Credits

We extend our sincere thanks to the talented individuals and businesses who contributed to this feature:

• Bakery: Jenna Rae Cakes
• Photo Styling & Instagram Photos: Ashley Nicole
• Photography: Brittany Mahood Photography

Craving more sweet knowledge? Learn How to Make Cake Gems at home and impress your friends!