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The Black Perspective
Growing up I rarely saw myself represented in daily life. From Barbies to cartoon characters to the types of foods available at the grocery store, nothing felt like it resembled me. Now that I’m older, I realized that that had a huge impact on how I viewed and carried myself for years.
Through The Dessert Artist I create characters that “look like me”. I provide items like Black Santa during Christmas time or sugar cookies of a girl with an afro or custom cake toppers of a Black person with their appropriate hair type. As well as items from my heritage like Petite (Jamaican) Patties and rum cake.
About The Company
This Made Right Here segment that was aired on CTV Kitchener does a great job at explaining what The Dessert Artist is all about.
The Dessert Artist is a baked goods and confectionery producer that provides bespoke edible creations that delight the senses for a variety of occasions (e.g., weddings, holidays, corporate events, etc.) that is influenced by the founder’s Black heritage. The company regularly includes designs and flavours that will resonate with the Black community and those looking to explore and experience Black culture.
The company’s founder, Rochelle Williams, is the 2025 Young Professional of the Year (awarded by the Greater Kitchener-Waterloo Chamber of Commerce), a Rise Up 2023 pitch competition winner (1,733 applicants, 24 semi-finalists, 8 winners), a LiftOff 5K pitch competition winner, and was a guest on the Behind the Business Podcast. She has also been featured on CityNews Kitchener, CBC Kitchener, CBC London, Bold Journey Magazine, and Canvas Rebel Magazine.
The Person Behind The Brand
Who? Rochelle Williams aka pastry chef extraordinaire aka patty magician.
How? I explored my interest in all things sugar through pastry internships in high school and then took the Baking & Pastry Arts Management and Advanced Chocolate & Confectionery Artistry programs at Humber College to refine my skills. After gaining experience in various pastry establishments, I discovered a deep passion for the decorative side of baking and recipe development.
Why? As my career progressed, I became increasingly aware of the lack of Black representation in the industry. Even in managerial roles I faced resistance when advocating for Black cuisine and imagery. Frustrated by the inability to drive change within my workplace, I realized that the best way to reshape the narrative was to start my own bakery.
When? My entrepreneurial journey began in late 2020, selling to friends and family, before officially launching The Dessert Artist in 2022 and then sold my first of many Petite Patties in June 2023.
A few fun facts:
~ I am a hobby artist in my free time and have drawn or painted several art pieces ranging from realistic portraits to abstract. There is a video below of the beginnings of a mural I made for Lady Glaze Doughnuts.
~ Rugby is one of my favorite sports to play (the cleat in the picture is a cake).
~ I don’t like soup, I think it’s murky water.