Tracey Wheeler Noonan is like many writers in the respect that her creativity is not limited to the page. While practicing her screenwriting craft, she was also pursuing her love of baking and sharing that passion with her daughter. As family and friends clamored for her cupcakes, soon word spread about her unique flavors and unusual packaging.
Wicked Good Cupcakes was born and although Tracey continued to pursue her passion of writing, soon the baking enterprise resulted in a profitable eCommerce site that not only attracted individuals, but many corporate accounts such as Saks Fifth Avenue, Talbotts, Gillette, Puma, Lululemon Athletica, and others. As the business grew, with it came a spot on “Shark Tank,” venture funding, and two retail locations.
Margery Walshaw (MW): You are the owner and creator of Wicked Good Cupcakes, but I met you when you were a screenwriter. Describe your transition from writer to baker.
Tracey Noonan (TW): My transition was born out of a concern I had for my youngest child and current business partner, Dani. Dani is a creative free spirit, much like myself. I reached a point where I couldn’t bear watching her struggle in trying to decide what she was going to do with her life. Because we were both art students, I suggested a cake decorating class simply as a way to spend time together, but the rest is history.
MW: Why do you think so many writers also enjoy cooking and baking?
TN: Baking, much like writing, can be a very creative outlet. I think when one is suffering from writer’s block having another outlet to distract one’s self is a great way to “unclog” the channels in our creative brain. Nothing clears the mind like getting one’s hands dirty!
MW: Describe the incident in which your cupcakes were confiscated on an airline flight.
TN: A professor from a local university was sent our cupcakes as a thank you from one of her students. (I still remember hand writing his thank you note!) She brought the jars through Logan International Airport security in Boston, ate one on the way to Las Vegas, and planned to eat the second cupcake jar once she landed. As she tried to clear security in Las Vegas, she was stopped by TSA and the cupcake jar, having been deemed a “National Security Threat,” was confiscated. As luck would have it, she was a communications professor with a book coming out and she knew the power of the media. She snapped a photo, sent it to the site, “Boing Boing,” and my business subsequently hit the charts.
MW: This incident with the TSA was truly an example of finding a silver lining. Given how you handled this potentially negative situation, what advice do you have for writers who face rejection?
TN: There’s an old adage that every ‘no’ brings you closer to a ‘yes.’ I tell myself that everyone has the right to their own opinion whether they’re critiquing your work or leaving nasty comments on social media. I have developed such confidence in all that I do, that I am able to tell myself when things don’t go as planned that maybe it’s not quite my time. Easier said than done, for sure. But, if you truly believe in yourself and your talents then the ‘yes’ will eventually come and it will be your time because you are ready. If what we did it was easy, then everyone would do it!
MW: Your jarred products (cupcakes, cheesecakes and French macarons) are made from scratch and hand-packed. What is your secret for developing a strong work ethic that leads to success?
TN: I’ve worked since I was 14-years-old. If I wanted something, I had to buy it for myself. I know that in order to produce a superior product a lot of hard work and sacrifice are part of the equation. When a customer writes to tell us how much they love our product, it reinforces that all of the sacrifices we have made are completely worth it. I love when we can make our customers smile.
MW: Your company was selected on “Shark Tank” to work with Mr. Wonderful, Kevin O’Leary, and you’ve attracted many corporate sponsors. Describe the fictional story your inner writer would create stemming from your personal success story?
TN: This is tough because I’d want to write something comedic. Maybe I would get a deal on Shark Tank and then Dani and I would be scrambling to fill orders like the famous scene from I Love Lucy where Lucy and Ethyl work at a candy company on the line and just can’t keep up. Inspirationally, I would write about a girl who no one believed would accomplish anything grand and show how she blows them away with her success and kind heart. I just love when the underdog wins.
MW: You have a saying, “Never let ‘good enough’ be good enough.” How can writers take this advice to heart?
TN: As a writer my biggest fault was to be in a rush to finish rather than letting the story grow within me organically. By letting the story take the time it needs, you’ve done the best job you could instead of just throwing something on paper and hoping it will work. Now as I look back I often ask myself, what the hell was the hurry? I truly miss being able to take entire days and do nothing but allow my words to create a story. If I’m fortunate enough to have an early retirement from Wicked Good, I’d go back to writing and just take my time.
MW: Do you still find time to write and if so, what are you working on?
TN: I do. I just started a business/family related blog that I will share on our company website. Since appearing on Shark Tank, I’ve been approached by many women and mothers who lament that they wished they had done something similar. Some of them feel like it’s too late for them, but the point of my blog is to let them know that it’s never too late. Once you make the mental commitment and believe in yourself, you can do whatever you want. I hope to support, inspire, and share everything that I have learned (sometimes the very hard way) so that they too will take the plunge and drive their own destinies. Nothing would make me happier than knowing I inspired one person to follow and succeed at a dream. Well…maybe nothing except a published book of my own. 🙂
You can keep abreast of Wicked Good Cupcakes and follow Tracey’s journey here:
https://www.wickedgoodcupcakes.com
https://www.facebook.com/WickedGoodCupcakes
https://twitter.com/wkdgoodcupcakes