Today we’d like to introduce you to Erika Higgins (Van Vliet).
Hi Erika, 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?
I’ve always had a passion for baking. Growing up, I was the one making desserts for family gatherings, holidays, and Thanksgiving dinners. Baking was something I genuinely loved long before I ever considered turning it into a business.
Outside of baking, I’ve always been a creative person. As a child, I spent lots of time taking art classes and loved any opportunity to create something with my hands. Today, I work part-time as a Dental Hygienist, which allows me to help people through healthcare, but I still found myself looking for a creative outlet outside of work.
My then-boyfriend, now husband, Jack, was the one who encouraged me to take a chance and sell my baked goods at a local farmers market. What started as a fun idea quickly turned into something much bigger. My first market at the Hobe Sound Farmers Market sparked a fire in me that I didn’t expect. It opened a door to creativity, entrepreneurship, and community that I instantly fell in love with.
After that first market, inquiries for custom orders started pouring in for birthdays, baby showers, office parties, holiday gatherings, teacher appreciation gifts, and more. What began as a hobby quickly grew into a business that connected me with so many wonderful people in my community.
My specialty is cookies—especially thick, bakery-style NYC cookies. In the beginning, my cookies were far from perfect. Through countless batches, trial and error, and recipe adjustments, I’ve worked hard to create a cookie that is consistently delicious and something I’m proud to put my name on. Along with cookies, I also offer cinnamon rolls, mini loaves, and I’m always excited to create something new for my customers.
Over time, custom orders have become my favorite part of the business. I love creating unique flavor combinations, custom packaging, and desserts that help make someone’s celebration feel special. There’s something incredibly rewarding about being a small part of life’s biggest moments.
Sweet E’s has allowed me to combine my passion for helping people with my love for creativity. Whether I’m caring for patients as a Dental Hygienist or bringing people together through baked goods, both roles allow me to serve others in meaningful ways. What started as a simple farmers market experiment has become something I’m incredibly proud of, and I’m excited to continue growing Sweet E’s one cookie at a time.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a completely smooth road, but I think that’s what has made Sweet E’s so rewarding.
One of the biggest challenges has been balancing two careers at once. I work part-time as a Dental Hygienist, and while I love helping my patients, there have been many seasons where I wanted to pour all of my energy into growing Sweet E’s. Learning how to balance a healthcare career with running a Micro bakery has required a lot of late nights, early mornings, and sacrifice.
As Sweet E’s started to grow, I quickly learned that being a one-person business comes with its own challenges. In the beginning, I often said yes to every order that came my way because I was so excited and grateful for the support. There were nights when I would be baking until 3 or 4 in the morning, only to wake up a few hours later and be at work seeing patients by 7 a.m. Looking back, I definitely took on more than I could handle at times, but those experiences taught me valuable lessons about time management, setting boundaries, and learning how to scale sustainably.
One thing that has made the journey possible is the incredible support system I’ve had along the way—especially my husband, Jack. From day one, he has believed in Sweet E’s just as much as I have. He has been by my side at every single farmers market, helped pack hundreds of cookies, loaded and unloaded market supplies, worked long market days with me, and encouraged me through every challenge and success. Sweet E’s would not be what it is today without his support.
Of course, there have been plenty of mistakes, recipe failures, and moments of self-doubt along the way wondering if my baked goods will be good enough or liked. But every challenge has helped me grow as both a baker and a business owner. Looking back, I wouldn’t change any of it because those struggles are what helped turn Sweet E’s from a fun side project into the business it is today.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Sweet E’s is a small micro bakery specializing in thick, bakery-style NYC cookies, homemade cinnamon rolls, mini loaves, and custom desserts for all of life’s celebrations. While cookies are definitely what I’m most known for, my favorite part of the business is creating custom orders that feel personal and unique to each customer.
What sets Sweet E’s apart is that every order is made completely from scratch and with a lot of intention. Because I am a small business, I’m able to work closely with customers to create custom flavors, packaging, and desserts that fit their specific event or vision. Whether it’s a birthday party, baby shower, teacher appreciation gift, holiday gathering, or corporate event, I love bringing a customer’s ideas to life.
One thing I’m especially proud of is how much my cookie recipes have evolved. When I first started baking, my cookies were inconsistent and far from perfect. Through countless batches, recipe testing, and trial and error, I developed the thick, soft NYC-style cookies that have become a Sweet E’s signature. Seeing customers come back for them again and again is one of the most rewarding parts of what I do.
Beyond the baked goods themselves, I think what truly sets Sweet E’s apart is the heart behind it. Baking has always been a way for me to show love and bring people together. Some of my favorite moments have been hearing that my desserts were part of a family’s holiday table, a bride’s bridal shower, a teacher appreciation gift, or a special birthday celebration. Knowing that something I created helped make someone’s day a little sweeter is incredibly meaningful to me.
What I’m most proud of isn’t a specific product—it’s the community that has formed around Sweet E’s. What started as a fun idea to try at a local farmers market has grown into a business supported by loyal customers, friends, family, and fellow small business owners. The trust people place in me to be a part of their special moments is something I never take for granted, and it’s what continues to inspire me every day.
What makes you happy?
What makes me happiest is spending time with the people I love and creating things that bring joy to others.
My faith, family, and husband are at the center of everything I do. Some of my favorite moments are the simple ones—gathering around a table with loved ones, celebrating milestones, and making memories together.
I also love being creative. Whether I’m developing a new recipe, decorating cookies, or creating custom orders, baking gives me an outlet to express that creativity while serving others. One of the most rewarding parts of Sweet E’s is knowing that something I made became part of a birthday, holiday, baby shower, or special celebration.
At the end of the day, what makes me happiest is bringing people together through faith, family, community, and food.
Pricing:
- Single cookie- $3
- 3 cookies- $8
- Dozen cookies- $28
- Cinnamon roll single- $ 4.50
- 6 Cinnamon rolls- $24
Contact Info:
- Website: https://sweetesbakes.square.site/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&utm_id=97760_v0_s00_e0_tv3
- Instagram: https://www.instagram.com/sweetesbakes?utm_source=qr
- Facebook: https://www.facebook.com/share/1Cui1ttqNX/?mibextid=wwXIfr
