Founder, Amy Atlas Events
In the able hands of event planner Amy Atlas, Necco wafers have never looked so good. Amy elevates these classic, pastel candies along with other equally toothsome delights such as macaroons, fudge, cupcakes, truffles, meringues, cookies, and petit fours to sugary celebrity status in her famously decked out dessert bars, creating super-delicious grand finales more spectacular than anything you’ve ever seen before.
Prior to launching Amy Atlas Events, Amy was an attorney who, in her spare time, was on a mission to give dessert its due. Known for perfectly executed dinner parties culminating in dessert tables to die for, Amy was urged by enthusiastic friends to start a business. She decided to combine her meticulous mind for logistics with her sweet tooth and embark on a second career as an event planner specializing in artful dessert bars and edible eye candy. Amy has grown her company one satisfied client at a time by coaxing mouth-watering moods out of diet-be-darned arrays of treats and carefully chosen accents like linens, platters, ribbons, and balloons. Chic and sugary, Amy’s dessert tables are the talk of the town. As such, Amy happily owns up to the public displays of confection.
What we learned from Amy: Whether your passion is ribbons, ribbon candy, or both, pursue it and pay naysayers no mind. If your heart has identified a direction, take a leap of faith and don’t look back.
Candy Girl
I have always loved to entertain. After I stopped practicing law I had more time to throw great parties that always ended with beautiful, creative dessert bars. People loved them because they were so unique. Typically there isn’t a lot of fanfare around dessert no matter how delicious it is. It just sits on a plate. I had always been interested in event planning so I decided to try it and focus on high-end, artfully arranged dessert bars as a way to set myself apart.
News Spreads Like Butter Cream Icing
I never needed to worry about PR or financing. I ran my business out of my house so I had very low overhead. And because in the beginning all of my clients were also my friends, the word of mouth was incredible. News spread from there.
Bonbons and Business Plans
There was never any question about whether or not I would write a business plan My husband has an MBA and works in finance and I have a law degree and experience in estate planning, wills and guardianships. Officially recording my plan on paper was not a step to skip. Women entrepreneurs often think they can wing it without one but business plans force you to assess your goals and really scrutinize your thought process.
Sweet Rewards
A lot of people are doing things they don’t love. I know it’s not easy to quit your job but pursuing your passion is worth it in the long run. I was in a stable career but the creative side of me wasn’t being fulfilled. I knew desserts were my passion so I went after it! As a lawyer I was helping people with legal issues. I’m still helping people, just in a different way.
Recipe for Success
One of my very best qualities is that I’m resourceful. When I need something – linens, ribbons, a specific kind of candy – I can find it. This is what I’m good at and this is what I focus on. I have a beautiful Web site which I hired a very talented person to design. The most successful entrepreneurs play to their strengths and partner with good people who can fill in the gaps.
Amy Gets a Taste of Blogging
Long before I started putting together dessert bars for a living, any time I had a dessert I loved I would record what it was and where I got it. I was creating a dessert data base which turned out to be an unbelievably valuable resource when I launched Amy Atlas Events. At the time I didn’t realize it but my mindset was similar to that of a blogger - I saw something I liked and I wrote it down. I’m writing my own blog now and I love it. It’s a wonderful way to share my passion.
Keeping It Custom
Because everything I do is custom designed, I have had no choice but to grow slowly, which is exactly the way I want it. Spending the extra time getting to know my clients is so important to me and I never want to lose sight of that. By really talking to them I can create an event or a dessert bar that’s a reflection of who they are. That was my plan from the very beginning and I’ve never changed direction.
This Featured Lady was profiled by Susie Lacey, Associate Editor, Ladies Who Launch
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