We recently had the chance to connect with Heidi Shabarek and have shared our conversation below.
Hi Heidi, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What are you most proud of building — that nobody sees?
Our friends, family, and social media followers only see a glimpse of our lives, a glimpse we choose to share. And with that, so many of life’s real moments go unseen; the quiet wins, the private struggles, the small steps no one claps for. Maybe it’s because we prefer to keep things private, or we assume no one would care about the little moments if we shared them. But those moments, those quiet steps, are the stairs I climbed to get to where I am today.
I am a woman, a university graduate with a degree in Architecture and Design, a mother, and a business owner. I wear many hats, and often, multiple at once. Every one of them is a reflection of the grit, love, and pride I carry through this journey.
Of everything I’ve built, my business is the most personal. It was my leap of faith and the most special thing I’ve ever created from the ground up. I didn’t have knowledge. I didn’t have guidance. And I most certainly didn’t have time. But I had three things: drive, passion, and determination.
I built this business order by order, photo by photo, tear by tear. It was hard, so incredibly hard, but also the most fulfilling achievement I’ve ever had. Raising three babies on my own while juggling the two most important roles I hold, mother and business owner, takes a level of organization and strength that no one sees behind the scenes. Some days, I’m helping my 12-year-old with math homework while whipping up butter and sugar for an order due the next morning. Other days, I’m stuck at a doctor’s appointment, scrolling through Instagram messages and jotting down what I need to shop for to finish orders.
My hands are definitely full, but my heart is even fuller. Every order is curated with intention and authenticity from the bottom of my heart. I’m forever grateful and humble to have made a meaningful Syrian mark in North Carolina’s community.
Can you briefly introduce yourself and share what makes you or your brand unique?
After earning my degree in interior design and interior architecture in New Jersey, I faced challenges finding work in my field here in North Carolina. Driven by a strong work ethic, I turned to a longtime passion of mine: baking. Though born and raised in the U.S., I’ve always stayed connected to my Syrian roots and its rich flavors. Noticing a gap in local bake shops, I set out to bring authentic Middle Eastern, specifically Syrian, treats to my community.
Balancing my biggest role as a mother, I launched my home-based business, allowing me to work while keeping my little ones close. Baking has been part of my life since childhood, from hosting bake sales throughout school and university to crafting birthday cakes for family, often incorporating touches from my design background into each creation.
For six years, Blossombyheidi has been my way to bring the tastes of home to Raleigh. Middle Eastern families love the familiar flavors, while others are excited to explore new treats. Baking has become more than just a passion; it’s a heartfelt way to share joy, and seeing people enjoy my sweets is incredibly rewarding.
I’m Heidi, a mama, interior designer/architect, and major sweet tooth — on a mission to offer the treats I couldn’t find nearby by making and sharing them myself.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What did you believe about yourself as a child that you no longer believe?
As a child, I believed I was naturally reserved and would always keep to myself. I was an introvert who preferred to avoid large crowds and situations where I had to speak publicly. Because of this, I rarely put myself out there or took risks to be noticed. But when I started my business, I quickly realized this industry doesn’t leave space for staying in the background. That to grow and get your name out, you have to step forward. From answering phone calls and taking orders to meeting customers face to face and hosting large events, I was pushed to overcome my fear of being the center of attention. Now, I’ve found a balance between my introverted nature and the extroverted demands of my work. That old hesitation no longer holds me back. It’s a challenge I’ve overcome, replaced by confidence and connection.
Was there ever a time you almost gave up?
There were definitely moments when I felt like giving up. In the beginning, it was incredibly hard trying to get my name out, especially as a home-based business. It takes a lot of vulnerability to put yourself out there, especially when things move slowly at first. Business was a little quiet, and I constantly questioned whether people would find value in what I was offering. I priced my sweets low to attract customers, but after a while, I realized the numbers just weren’t adding up and the money coming in didn’t match the time, ingredients, and effort it took to make everything. That was discouraging. Unlike a storefront, where visibility can do half the work for you, being home-based means you have to go the extra mile to stay relevant and prove your value over and over again. There were times I wondered if it was sustainable. But I kept pushing, and over time, I slowly carved out my place in the community.
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 are the biggest lies your industry tells itself?
There’s this idea floating around in the business world, especially in baking and small business circle, that you have to “blow up” online or have thousands of followers to be considered successful. But the truth is, followers don’t mean anything if none of them are actually buying from you. There’s a big difference between people who follow for content and likes, versus people who follow because they believe in your product and support your work. As a business owner, it means so much more to have a smaller, loyal community that invests in what you do. I have around 700 followers, and I can proudly say that each and every one of them has been a customer of mine. That means more to me than having 10,000 followers who never place an order. Gaining an income from your own hard work — from people who taste, enjoy, and return for your product, is far more meaningful than going viral. Followers are just a number. Real success is about connection, consistency, and community, not just clicks.
Okay, we’ve made it essentially to the end. One last question before you go. Are you doing what you were born to do—or what you were told to do?
Am I doing what I was born to do? That’s a layered question for me. I always believed I was born to be a doctor, ever since I was a teeny little girl. My father was a doctor, and I used to work alongside him every Saturday for years, all the way through high school. It was all I ever saw for myself. But when college came around, I started to understand how long and demanding the medical journey would be, especially if I wanted to also have a family and be present for marriage and motherhood. So I explored another passion: design. I earned my bachelor’s degree in interior design and architecture, but if I’m being honest, I never felt fully fulfilled in that path, medicine still tugged at my heart.
Then I became a mother. And during my third pregnancy, I had a moment where I realized I needed to do something for me, something that gave me purpose beyond motherhood. That’s when I turned to a hobby I’d always loved: baking. It started as a creative outlet and slowly grew into a business I truly care about. Do I still think about medicine? All the time. I even had an enrollment interview at a local college just last year. But for now, I’ve found something meaningful that allows me to nurture others in a different way, through handmade sweets that carry heart and heritage.
Contact Info:
- Instagram: https://www.instagram.com/blossombyheidi/
- Facebook: https://www.facebook.com/blossombyheidi
Image Credits
Images all from myself, Blossom by Heidi
