Why this Wollongong cupcake queen stopped taking orders

Growing pains: Crystal Morrison has stopped taking orders for Its Homebaked.
Growing pains: Crystal Morrison has stopped taking orders for Its Homebaked.

In just a year, Crystal Morrison had built something of a cult following for her fledgling cupcake business It’s Homebaked.

Her eye-catching creations were a hit at Wollongong cafes Brown Sugar Espresso and Lechappe Cycle Cafe and she’d amassed close to 40,000 followers on Instagram.

Which is why it came as a shock when the self-taught Fairy Meadow baker recently announced she was no longer taking orders.  

Faced with the choice of growing the business or scaling things back, Ms Morrison knew what she had to do.

“It is with a happy but heavy heart to say that I am bowing out of the local cake game and will no longer be taking orders,” she posted on her Instagram account.

While Ms Morrison says she still loves baking, she could not say the same about running a business, which caused her many sleepless nights, numb hands and “constantly feeling like I was struggling to keep up”. 

“Life is way too short and I have realised this past year that to do this cake gig properly, I had to give up so much time with the people that mean the most to me. Something I am no longer willing to do.

“I have always prided myself on being a hard worker and knowing when my heart is no longer in it, it’s time to move on.”

But all is not lost for It’s Homebaked lovers. Ms Morrison will continue trading on “cheeky six-pack Fridays”, though you’d be wise to get in quick – the last batch sold out in under 10 minutes.