Brooki Bakehouse, nestled in the heart of Fortitude Valley, went from obscurity to fame in a single day, all because of a viral TikTok video.
The mastermind behind this amazing transformation from obscurity to overnight sensation is Brooke Saward, a former travel writer who decided to pivot her career and pursue her passion for desserts.
After opening the doors of her emporium in May 2022, Ms Saward found herself facing the common challenge of attracting customers. Despite her delectable offerings, the bakery struggled to gain traction.
Months of limited foot traffic prompted Ms Saward to explore alternative avenues for promotion. Drawing from her experience as a travel blogger and armed with a taste for social media, she turned to TikTok.
Her first video, a casual “day in my life” glimpse into the bakery’s inner workings, struck a chord with viewers and quickly went viral, accumulating over 3.2 million views.
@brookibakehouse A day in my life as a bakery owner: sold out saturdays 👩🍳 #dayinmylife #bakeryowner #fyp ♬ 9 to 5 – Dolly Parton
The impact was profound and immediate. The very next day, a stream of customers flooded into Brooki Bakehouse, citing TikTok as their source of discovery. Saward was in tears, describing the emotional shift from struggling to successful.
Saward’s journey to Brooki Bakehouse began after the pandemic compelled her to move from Tasmania to Brisbane. Drawing inspiration from her solo travel blogging days and fueled by her passion for desserts, she established her bakery in a meticulously chosen 42 square metre space within the Stewart and Hemmant building.
Combining industrial elements with refined touches of burgundy marble and brass finishes, Ms Saward created a space that she aptly describes as “Paris meets New York’s East Village.”
The bakery’s meteoric rise on TikTok has been an inspiration to businesses across Australia, with the platform amassing 8.5 million users nationwide. Ms Saward acknowledges the significance of social media in small business success, especially for those operating without substantial marketing budgets. Her TikTok has since gained over a million followers.
“Social media can be such a positive force for small businesses out there who don’t have big marketing budgets,” Ms Saward affirmed, emphasizing the encouragement and support from the local community.
What began as a solo endeavour has evolved into a team of seven passionate women, united by their dedication to baking. The team’s commitment to their craft extends beyond the local community, as they gear up to launch international shipping for online orders.
“We are an all girls team and still have under 10 employees (but about to grow in the production kitchen!). Sofia (head baker) adds an additional NYC cookie to the trays every day knowing Brooke will steal her daily dose at approx. 11am when she needs her daily sugar hit,” she wrote.
“Mondays are the busiest day in the kitchen with hundreds of orders to ship out each week, but Tuesdays are physically harder as we have thousands of dough balls to roll!
Ms Saward reflects on this journey with humility and pride, noting that no matter where the future takes them, they will always remember their roots as “that little bakery that opened in an unknown street.”
Brooki Bakehouse’s story exemplifies the transformative potential of social media platforms like TikTok, proving that even the most modest beginnings can turn into thriving successes with the right blend of passion, creativity, and community support.
Published 7-Aug-2023
