We’re looking forward to introducing you to Melanie Devontenno. Check out our conversation below.
Hi Melanie, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you most proud of building — that nobody sees?
I’m proud of the resilience and structure I’ve built behind the scenes. People see the cakes, cookies, and pop-ups, but not the long nights, the careful planning, or the balance it takes to juggle motherhood, career in healthcare, school, and business. That quiet foundation, discipline, consistency, and perseverance is what truly keeps everything moving forward and makes the visible successes possible.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Melanie, and I am the owner of Indulge by Melanie, an online-based bakery in Whitsett, NC. I specialize in custom cakes, gourmet cookies, brownies, and curated dessert boxes designed for both special occasions and everyday enjoyment. What sets Indulge by Melanie apart is the focus on quality, creativity, and consistency, delivering desserts that not only look beautiful but leave a lasting impression. Currently, I am expanding through monthly pop-ups and preparing to offer shipping, making it possible for more customers to experience my brand.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What relationship most shaped how you see yourself?
The relationship that most shaped how I see myself is the one I have with my daughters. They inspire me to be resilient, creative, and driven, and they remind me of the importance of leading by example. Being their mother has shaped not only how I balance life and business but also how I define success by building something meaningful that leaves a legacy for them.
What fear has held you back the most in your life?
The fear of failure has held me back the most. As a mom and entrepreneur, I used to question whether I could really balance everything or if people would believe in my vision. That fear sometimes made me hesitate to take big steps. But I’ve learned that failure is often just a lesson in disguise, and moving forward despite fear has helped me grow stronger for myself, my daughters, and my business.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to growing Indulge by Melanie into a brand that reaches people far beyond my local community. It’s not just about baking, it’s about building something sustainable and memorable that represents quality, creativity, and joy. At the same time, this journey is deeply personal. I want my daughters to see what’s possible through hard work and resilience, and I’m committed to leaving them a legacy that inspires them to pursue their own dreams, no matter how long it takes.
Okay, so before we go, let’s tackle one more area. When do you feel most at peace?
I feel most at peace when I’m baking. It’s therapeutic, the process of mixing, decorating, and creating helps me release stress and stay grounded in the moment. In those times, I’m not just making desserts for my business, I’m also creating balance for myself. Baking has become my calm space to recharge, and it’s even more meaningful knowing the love I put into it brings joy to my customers.
Contact Info:
- Website: https://www.indulgebymelanie.com
- Instagram: @indulgebymelanie
- Facebook: @indulgebymelanie
Image Credits
Photo by Melanie Devontenno, owner of Indulge by Melanie
