FOR Lee-Ann Naidoo, a Durban-born chef-turned-businesswoman, taking risks and having her passion drive her career have been central to carving her niche in the burgeoning foodie scene.
Naidoo’s recent Easter-themed creations have been well received on social media.
She said it was the Covid-19 pandemic that nudged her in the direction of opening her own business, Indulge Sweet Treats, a cake boutique that specialises in novel cupcakes, speciality macaron cakes and character hot chocolate bombs, among others.
Naidoo said that over the past two years her business has taken off with private and corporate clientele. She also supplies hotels, coffee shops, restaurants and bakeries on the East Rand in Gauteng, where she now lives. Naidoo has a sprinkles range on the shelves of Food Lover’s Market and teaches classes for the Italian home appliance manufacturer Smeg.
Roots
Naidoo said creating with food was in her genes.
“I grew up in the restaurant industry with a strong influence from my dad, Sean Naidoo, who was a restaurateur in Durban. This exposed me at a tender age to the exclusive culinary world. My passion and love definitely originated in childhood amongst my closest family and friends.
“Qualifying as a chef was inevitable for me. This began my everlasting love story with food. It further fuelled my desire to create and explore techniques my mind didn't quite comprehend yet. Trial and error was the order of the day as I drew on all my technical training to create masterpieces.
“I pushed the boundaries. If I was told I could not do it, I would do it twice and take pictures. The universe favours a stubborn heart and I was adamant to succeed,” said Naidoo.
She said after spending time in the US cheffing for various country clubs, it opened up her world to global trends and a culinary world beyond her comprehension.
“This excited me,” she said.
But when Naidoo returned to South Africa in 2008, motherhood became a priority.
“I traded my chef hat and entered corporate as a marketer for hotels and the hospitality industry. For over 10 years, I left the kitchen in totality to pursue motherhood goals. Fast-forward to November 2017, after a prolonged divorce, I decided to relocate to Johannesburg as a single mom with two dependants.”
She said baking was always her go-to for an additional income.
A pandemic nudge
Naidoo became involved in the luxury cake space in March 2021.
“I was armed with nothing but a whisk and my home oven.”
She recalled the journey: “It was March 2020, just before the lockdown. I found myself pregnant at 40 and unemployed. I was newly married (to Varoshn Pillay) and my husband carried the financial burden with a smile. Covid-19 allowed me the privilege to be a stay-at-home mom for the first time and it provided the perfect platform for me to enjoy my kids – Jarred Wallace Govindan, 13, Jaeda-Lee Govindan, 11, Jianna-Lee Pillay, 1.
“Covid-19 forced us all together 24/7 and we found ourselves creating together in the kitchen. We spent countless hours messing, creating, eating and sharing our love through food. They googled, brought me recipes off the net and we experimented. We laughed, yelled and cried but most of all, we enjoyed the fruits of our labour.
“But this wasn't me. I am independent and hard working and wanted more from life. I needed to be a role model for my kids and that was not going to occur with me sitting at home with a three-month-old baby unemployed. I was hungry to start something but was absolutely clueless.
“Indulge Sweet Treats was the brainchild of a family WhatsApp sister group. My sisters are my biggest cheerleaders and worst critics. They decided on a name and designed a logo and within seconds videos were made and a simple logo was created, and my business was born.
“From that day until now, I have pushed myself beyond my comfort zone and I have thrived in the most adverse conditions – a global recession and a worldwide pandemic. I create based on my children and family. My children inspire me to always strive for better. They are also fully involved in product development and of the tasting. I have mastered the art of the French macaron, which is the world's most temperamental cookie.
“Within this past year, I now supply hotels, coffee shops, restaurants and bakeries in the East Rand. I also have my sprinkles range in Food Lover’s and cater for my personal clients who keep me fully booked most of the time. I also teach classes in Smeg and assist with private and corporate gifting and catering. This is more than a full-time job.”
Inspiration
Naidoo said she draws inspiration from trending foods and global culinary trends, her children and other women who have beat the odds.
“My kids inspire me to achieve greatness. I am also inspired by all the women who created success out of the mere essentials and thrived. My passion goes hand in hand with long hours of hard work and a dedication that scares me. Never accept your current reality as your life always aspires for greatness.”
Balance
Naidoo said one of the greatest challenges with being a full-time mom and businesswoman was finding balance.
“The challenges I experience as a working mom is the time management part. Life is unpredictable and never scheduled as much as we can try. My greatest challenge is to find time for myself, besides the family and work. We as women tend to nurture the world and neglect ourselves.
“It's also challenging to maintain healthy, happy relationships with the people I hold dear to my heart. The balance for me is to prioritise and then roll with the punches. My advice would be to make time for what feeds your soul and grows your passion to succeed in whatever you see fit. Let your creativity flow.”
Kitchen, family time
Naidoo said she had learnt to get her family involved in the kitchen.
“With today's hectic life and busy lifestyle, mealtimes should be a shared responsibility in households. In my opinion the best way to get kids off a device is to get them involved in life and get their hands and minds working. I'm not a fan of device time, so getting my entire family involved in meal prep is a fun and educational way to keep them engaged and I get to be in the place I love too.
“Food ignites creativity and develops refined palates and a sense of taste and preference. You can travel the world in your kitchen by exploring glorious cultures through food. Involving children in the kitchen opens up so much learning and has an overall benefit in growing and understanding.
“It equips kids with the life skills of feeding and nourishing their bodies and nutrition awareness; it develops memory, fine motor skills, and hand-eye co-ordination. It creates healthy attitudes towards food that can prevent eating disorders and malnutrition.
“The analytical step-by-step procedure contributes to problem-solving and task execution with an end goal in mind. The kitchen teaches hygiene and cleanliness, focus and attention to detail is highlighted – my favourite!”
See more of Naidoo’s creations on her Facebook page: Indulge Sweet Treats.
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