From Dreams to Dessert - Roxy Hui @cafe_de_roxy

What did you want to be growing up? For Roxy Hui, baking was a dream job of hers. Read below to learn how Roxy brought these dreams to life through Cafe de Roxy!

What made you curious about the baking business?

Many people told me I should sell my desserts, and I have always wanted to open my own dessert shop since I was little. So now I’m just trying to make that childhood dream come true.

What is something about the food industry that you think more people should know about?

There are so many rules and restrictions in California. I’m still a newbie, so I’m learning as I go, but it’s definitely more complicated than it looks.

Tell us about the product/service you are most proud of.

My Dacquoise cookies, especially the cat-shaped ones. They are unique, cute, and represent my style really well.

What do you tell yourself whenever you encounter a challenge or setback with your business?

I usually complain to my husband first, and then he motivates me and reminds me why I started.

If you could go back in time and tell your past self anything, what would it be?

Don’t listen to what others think you should do, even if it’s family. Listen to your own heart first.

How has your cultural identity influenced your journey so far, if at all?

I’m from Hong Kong, but I’ve loved Japanese culture since I was young. A lot of my dessert inspiration comes from Asian flavors, especially Japan.

You began offering dacquoise cookies in 2022, and it’s been a staple in your business ever since. What inspired you to begin serving these cookies, and what is the process behind deciding on a new menu item?

I saw Dacquoise cookies in Japan, Korea, Taiwan, and Hong Kong and was super curious about them. They’re less sweet than macarons, which I like, and they taste amazing. I did a lot of testing and research before deciding to make them part of my menu.

In 2023, you began rolling out craft picnics in collaboration with other small businesses. How do you decide what businesses to collaborate with for events like these?

I’m not someone who usually takes the initiative to ask for collaborations, which is something I’m still working on. But I’ve been really lucky and grateful that other small businesses reached out to me first.

In your story, you mentioned that you are now pursuing Cafe de Roxy full time– congratulations! What have these past few months of running your small biz full time taught you, and what advice would you give to other bakers or small business owners thinking about the full-time transition?

Going full time with Cafe de Roxy taught me one big thing: full time means full commitment. Once I made the leap, there was no more "I'll figure it out later." It pushed me to show up every day, improve constantly, and take responsibility for every part of my business, from baking to branding.

To anyone considering the jump, don't listen to people who look down on you or doubt your path. Not everyone will understand your vision and that's okay. Be confident in what you're building. You don't need to prove anything to anyone, just keep growing and let your work speak for itself.

Share another Asian-women-owned small business or entrepreneur that inspires you!

The Little Baker. Seeing how successful and consistent she is gave me so much motivation to keep going with my own baking journey.

What is the last thing you were curious about? 

I was curious about how much I need to bake for my next pop-up event—trying to find the balance between selling out and not overbaking!

What can the community help you with?

Help me spread the word! I’d love it if you could share my desserts with friends who appreciate small-batch, handmade sweets—especially those who love trying something a little different, like Dacquoise!

Roxy's story inspires us to keep pursuing our dreams, especially when they bring us joy. To learn more about and visit Cafe de Roxy, check out the link below:

https://www.instagram.com/cafe_de_roxy/