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Roopika Malhotra

Sugarcraft Owner/Founder Food Sherman Oaks, CA
About Roopika
I'm a Los Angeles-based mother of two and a self-taught baker, cookier, and cake decorator. After cleaning one too many flour spills with my young daughters underfoot, I decided to create Sugarcraft to give busy parents (and fellow neat-freaks!) a way to skip the hassle and mess of prep and get straight to the fun part of baking with children—the decorating!

Before launching Sugarcraft, I spent over a decade as a content creator—first, as a Food/Beauty Editor at magazines including Real Simple, Allure, and ELLE in New York, and eventually as a Copy and Editorial Director on the Marketing team at Anastasia Beverly Hills in Los Angeles. In between, I gained experience as a lifestyle/mom blogger and brand consultant, picking up some baking and party styling skills along the way.

Inspired to combine my editorial, event planning, and baking interests, I set out to make the art of cake and cookie decorating chic, effortless, delicious, and fun!

“The way to get started is to quit talking and begin doing.” - Walt Disney

How many kids? Ages?

/ Female / 9 years old
/ Female / 7 years old

Interested In

Finding a Mentor, Friendship, Hiring Talent, Networking

Words you live by/quotes you love

“The way to get started is to quit talking and begin doing.” - Walt Disney

What special skill, talent or gift would you like to give back to the community?

Well, I'm a pretty good baker, if I do say so myself! ;) I love sharing my DIY cookie and cake decorating skills...it's truly the best feeling to see parents and children bonding and creating special memories while decorating my cookies! I know from experience how hard (and messy) baking can be, so to be able to help people find that shortcut—without sacrificing that homemade taste—is incredibly rewarding to me!

What is your biggest business challenge right now?

Funding & Finance

What is one thing that would be game-changing for your business right now?

Partnering with the right investors—who believe in my vision—would be a complete game changer. There are so many ideas floating around in my head, and I can't wait to execute them!

Why do you want to be a part of heymama?

I've been in business for over two years now, and I'm growing! While I'm very creative, I'm lacking some fundamental and logistical knowledge about how to expand and scale. I'm excited to meet and learn from other female entrepreneurs who have been on this journey before me!

xx Roopika Malhotra

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