Dessert of the Month: POP'T BY LILY
Our February vendor’s very first public event was actually Dessert Goals and we are proud to have played such an important role in her sweet journey. She is based in NYC and is a Dessert Goals alumni who has participated in many of our New York festivals as well as our most recent Los Angeles edition.
If you have a nut allergy you’re in luck! Lily created her baked goods business as an inspiration from her own nut allergy. Plus, they are dang cute. POP’T BY LILY is as Lily says, “your next Instagram diet, with just a pinch of sprinkles.”
Read on to learn more about POP’T BY LILY. Don’t forget to sign up by February 15th to receive February’s box! Lily will be including special seasonal flavor mini tarts just for you, dessert squad. Sign up here. February will be the final month of Dessert of the Month, so don’t miss out on this dessert party!
Meet Lily Aslanian, founder of POP’T BY LILY
What is the origin story of POP’T BY LILY?
I started baking when I was very little and completely self taught. I had severe nut allergies since I was a baby and basically had to bake anything my sweet tooth craved. I had to always stay away from bakeries or dessert menus at restaurants my entire life. I was completely scarred from my nut allergy scares and visits to hospitals. So I decided to put this matter into my own hands and turn my own kitchen into my safe place and eventually a business. Baking turned into a huge passion where I would spend all my free-time experimenting and trying new recipes in my own kitchen. Then it turned into my calming, "yoga"-like space after work when I had a full-time, super demanding marketing job in NYC. I was working with Fortune 500 companies, like PepsiCo & FritoLay, on their innovation team by day and turning into a baker with a hairnet by night. After a little push from my mom and friends to post my desserts on Instagram, I finally took that baking passion I have grew over my entire life and turned it into a full-time business. After always having to bake my own desserts due to my nut allergy, I finally took the risk to create an online nut-free bakery business that can provide a safe place and help solve this issue for those with the same allergy.
I launched POP'T BY LILY in March 2018 when I was working full time in NYC on a marketing team. I started to put my own spin on my favorite childhood, nostalgic desserts, specifically tarts. I have been making these for 7+ years now and once I was fully confident in the recipe, I put them on Instagram with zero expectations. As I gained more traction on Instagram, I had to manage both a full time job and a side business for a little over a year. There were many nights where I would come home from work at 10/11pm and bake for orders until 5/6am, sleep for an hour or even pull all nighters and then go back to my full time job trying to put a smile on my face and put on enough eye concealer to look like I had at least 8 hours of sleep. I would then have to deliver to customers before work or even during my lunch hour. I often used my office as a hub for customer pick ups when I could not deliver due to a day filled of meetings . There were even times where I pretended to go to the bathroom during meetings to deliver to a customer waiting in my lobby. Instead of leaving work for a happy hour or a workout class, I would instead go home to change into an apron and hairnet and stand on my feet for hours baking. A few months into launching the business, I was asked by Dessert Goals to be a vendor at their festival! This was my very first public appearance. I owe it all to Dessert Goals for giving me the opportunity to share my desserts with new customers and getting my brand out into the public. I eventually reached a point in my life where I physically and mentally could no longer handle both jobs and was missing out on opportunities for POP'T. I was extremely nervous to take the risk of leaving my full time job, but I had an amazing boss who was so understanding, supportive and willing to always help me with my side hustle. She was a full advocate of having passions outside of work, which is how I was able to have a side hustle without keeping it a secret at work. With the amazing support of my friends, family and incredible boss, I decided to take POP'T full time in July 2019 and it's been the best decision ever!
Tell us the most rewarding part about owning a business? Where do you believe you get your entrepreneurial spirit from?
To be completely honest, it is not easy and it completely changed my way of life, but at the end of the day, it is so fulfilling to call something your own and be able to say that you built something from the ground up at a young age. When you have achieved that feeling, then everything is worth it. I never thought that being an entrepreneur was a career path for me after college. At the time, I didn't think it was attainable, so I naturally went into corporate world after college as the safest option. However, it is crazy how your life can completely change when you put your passions first! If you are willing to put in the extra hours, learn as you go, and put everything else outside of your job and business on hold, then you can absolutely make it work. You have to be willing to tackle all the ups and downs, but in the end, it is the absolute best feeling when a passion turns into a reality... with your own personal name attached to it!
What is your process of creating new desserts and themed flavors?
Almost everyday (pre-covid) I would go into a grocery store even if I didn't need anything and scan EVERY aisle. This is my absolute favorite activity. I love to understand what is selling and what new products are in the market. I get most of my inspiration from there, as well as when I travel to other cities or countries (pre-covid again, of course). If I am in a new city, I always make sure to visit their local supermarkets or cafes to see how the local culture and taste buds change from city to city. I also try to understand from existing customers what is missing from the nut-free market and how I could help fill in the gaps.
What is your favorite dessert recipe to make at home?
This is a hard one as I love to challenge myself to a different dessert recipe every week. Since I can't go to culinary school due to my nut allergy, this is how I teach myself new skills and recipes. But I would have to say a classic chocolate chip cookie that is soft, chewy and filled with tons of chocolate is always in high demand in my home kitchen and usually an entire batch of my cookies won't last past one day with my family. I also love making homemade versions of my favorite childhood treats that I would buy at the supermarket after school (I.e. coffee crumb cake, devil dogs).
Do you have any advice for others out there who are interested in starting a 'sweet' business?
Similar to what I said above. But if you have a passion and idea, go for it before it's too late and you regret not taking a risk later on. Put yourself out there... put your desserts out there for the world to see. You never know what will happen until you try! Don't ever let fear or confidence get in the way. It is definitely not all smooth sailing, but putting in the extra hours and hard work is completely worth it. There is a lot of trial and error. You also have to be willing to tackle all the ups and downs. Don't let the downfalls discourage you. If you love what you do, it won't feel like work! Lastly, build a ton of connections and friendships with others in the industry - they will become your best mentors and best friends!
In 3 words, describe your brand.
Nostalgic, Nut-Free, Fun
