Scaling a small business while maintaining handmade quality is no easy feat, according to gingerbread-maker Adriana Parncutt.
Adriana (or “Adri”) started her gingerbread business in 2012. Freshly arrived in Australia from her birth country of the Czech Republic, she struggled to find the delicious spicy gingerbread that she was used to back home.
What began as a small stall at Pretty Beach Markets quickly grew into a thriving business. Demand skyrocketed, leading Adri and her husband, Chris, to leave their corporate roles and expand the business from a home kitchen to a full-scale production facility.
ISB spoke to Adri to find out how she has expanded to over 500 stockists – including major retailers like David Jones – while maintaining the authentic, home-baked products that she started with.
As demand has increased, you’ve taken on large retail partnerships. How do you balance the needs of major stockists with maintaining your focus on authentic, handcrafted products?
AP: It’s difficult – it means many late nights and weekends dedicated to fulfilling orders, sometimes at the expense of family time. However, my commitment to quality and reliability remains my top priority – I do everything possible to ensure we never disappoint our customers. No matter the size of the order or the stockist, every biscuit is hand-iced with the same level of care and attention. To manage large-scale production without compromising on quality, we meticulously plan these orders up to six months in advance.
I’m aware that implementing CRM was a turning point for your business. Can you describe why you implemented this system in the first place? And at what point in your business’ growth journey did you start considering this tool?
AP: Our business has been fortunate to grow organically over the years, but when we made the decision to actively pursue new opportunities, we realised we needed a better way to manage customer relationships. That’s when we implemented a CRM.
As the business expanded, it became impossible to keep all the information in my head. I also wanted the flexibility to step away – whether to visit family overseas or focus on other aspects of the business – without everything depending on me. Now, with an operations manager overseeing this side of the business, all our processes and customer interactions are documented in HubSpot, ensuring smooth operations and continued growth.
You mentioned you’ve built up an incredible team. Where do you find these amazing employees, and what are your secrets to building and maintaining a great team culture?
AP: I make each employee a cake for their birthday every year!
In all seriousness, building a great team starts with finding the right people, and that often happens through industry networking and personal connections. Many of our team members have come through referrals – someone always knows someone! In fact, my baker was originally my friend’s husband, a pastry chef looking for work closer to home, and he’s been with me for 14 years now.
Beyond hiring, fostering a positive team culture is just as important. We’re a close-knit group with similar values, and I focus on recognising each person’s strengths and placing them where they thrive. Flexibility is also key – whether it’s a late start or time off to see a child’s performance, we make it work.
One difficulty you’ve faced is getting customers to buy gingerbread outside the Christmas period. How have you tackled this problem so far? Are there any strategies you’ve adopted to make people see gingerbread as more than a seasonal indulgence?
AP: To encourage customers to enjoy gingerbread year-round, we’ve focused on making it fun and versatile. By changing the shapes and colours, we keep things exciting – our dinosaurs, dragons, and unicorns have become especially popular. Once people try them, they’re happy to buy them beyond the holiday season.
For cafes, the long shelf life of our gingerbread is a big selling point. Naturally preserved by honey and spices, it stays fresh for up to nine months, making it an attractive option for stockists. We’ve also expanded our range with vanilla and chocolate varieties to appeal to those who may not be traditional gingerbread lovers.
And I think I can also reveal a little secret – we are working on savoury range too!
