Meet Freddrena Wright of Suges
Today we’d like to introduce you to Freddrena Wright.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
How did I get started? Well, my grandmothers on both my mom and dad side are both great cooks and excellent bakers. So they got me started in the kitchen before I could even walk. I remember as a kid always following them around the kitchen getting in the way wanting to help and learn exactly what it was that they were doing. It stuck with me. In high school, kids would call me Betty Crocker or Aunt Jemima whenever I brought desserts to school that I made. Apparently that wasn’t cool but my classmates would still try and get a bite anyways. What became a hobby as a kid quickly became a passion as an adult.
When I got to college, I think I was the only freshman on campus with an electric hotplate and all the cooking and baking essentials. Let’s just say a couple of years later, I had to move off campus lol. However, that move meant more responsibilities and more bills. I quickly reverted to what I knew how to do. I started selling dinners & dessert after hours on campus. Was it illegal Yeeaaaa but I just gave a plate and some desserts to the campus PD and they were cool with it.
As adulthood kicked in that passion that I once had started to fade and fast. Although, I would still make desserts if someone asked but the drive to continue wasn’t there. People told me I should open a store and it sounded good. But growing up, I never seen any black-owned businesses that thrived. So it didn’t seem obtainable. Then I moved to ATL. It changed my perspective, and my motivation, my drive. Even though I was still apprehensive, in 2017 my dream had now become reality. But what do I do now? Where do I even start? Those were some of the questions I kept asking myself. But the more I focused and started to truly believe in myself and my product things started to take off and fast. I have built up my celebrity clientele and my desserts are currently being sold at Helen’s Hot Chicken on Edgewood. The skies the limit and it’s definitely more to come with SUGES.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Has it been a smooth road? MOST DEFINITELY NOT. I can’t begin to tell you how many times I wanted to quit. But quitting is not an option. I had no idea how much behind the scenes work you had to do running a business. But if you can invest 8+ hrs in a day working for someone else then you can invest the same amount of time and more into yourself. My first obstacle was deciding on a name. I knew I wanted it to have meaning and something catchy. Then I thought of my brother. His nickname was “Suge” and when people say the word Suge they instantly think of something sweet or soul food. So I figured what a better way to honor my brother’s name. It has meaning, it’s catchy and the name makes you think of food!!!
The biggest challenge for me has been eliminating people that have been trying to take advantage of wanting nothing but profits without putting in any work. Being a woman and one of color some of these so called “investors” talk a good game but have absolutely nothing to back it. I’ve learned to have tuff skin and not get emotional. Because you’ll get a thousand No’s and BS before you get that one YES. Working for myself has been the most rewarding thing I’ve ever done. Yes. It has its challenges but I wouldn’t change anything about the process.
Please tell us about SUGES.
SUGES is an online and mobile bakeshop that specializes in assorted desserts. Ranging from different types of cakes, puddings, cheesecakes and cobblers! We offer customized labeling for any special event or occasion as well as bulk ordering. What we’re known for all depends on who you talk to. LOL. Everyone’s taste buds are different. So here at SUGES we try to create a sensational taste that everyone can enjoy. If I had to pinpoint one specific dessert it would be our famous Strawberry Cheesecake. It instantly became a favorite when we first started. With its fresh cut strawberries and graham cracker-biscotti crust it truly makes your mouth water.
What I am most proud of about SUGES is the fact that it literally started from nothing but a hopeful idea that is continuing to blossom and amazes me everyday. The ebullience and continued support shown daily has been prodigious. I couldn’t be prouder and I’m forever thankful for my family, friends and other loved ones for keeping me motivated and grounded. What sets us apart from other dessert companies is the quality of our products. Besides the fact that we’re black-owned, we ensure that our customer service and satisfaction will always be our top priority. Because we don’t want you to just have a product that looks good and tastes good. We want you to have the complete SUGES experience from beginning to end.
Do you look back particularly fondly on any memories from childhood?
One of my fondest childhood memories was me hiding under the kitchen table waiting on my grandfather to get home from work. Me and my granny had just finished baking some cookies. I had to be about 5 or 6 years old. Anyway, I was super excited to surprise him even though my granny would always try to be discreet and point towards the table and say we can’t find Freddrena and I’ll pop out. My grandfather would always acted surprised. Then I’ll get him to eat the cookie I made specifically for him. Fingerprints all in the cookies lol. Man, my granny was patient.
Pricing: Our price range is $5-$15 depending on size and product