Written By : Samantha Cee
This week we at Fashion Gxd Magazine exclusively interview a rising international brand . It’s All Good Desserts was founded in 2018 by Reginald Hawkins Jr and is located in Northridge, CA. The company offers many comfort desserts such as Peach Cobbler, Red Velvet Cake, Banana Pudding, Cheesecake and are always working on new things to appeal to their audience! Take an exclusive look at the rising of a culinary guru and brand ,CEO of Its All Good “Reginald Hawkins CEO”
Fashion Gxd Magazine :How did the idea for your business come about?
Reginald Hawkins CEO: I have to give credit to my mother. Annetta Grays-Hawkins. My idea of making desserts came from her. She taught me everything that I know. Sadly, she passed in 2012, but I thought what better way to keep her memory alive then to let others taste the desserts she handed down to me. I also wanted to be a young Black entrepreneur. If there was any time to be your own boss, why not now. Plus, I wanted to show other young black men that look like me that you can succeed without succumbing to negativity to find your talents and showcase them.
Fashion Gxd Magazine How do you find people to bring into your organization that truly care about the organization the way you do?
Reginald Hawkins CEO: I look for people who are committed. People who genuinely want not just what is best for me but what’s best for business. If there are loyalty or commitment issues then they will be more of a detriment than assistance in the company.
Fashion Gxd Magazine What three pieces of advice would you give to other children who want to become entrepreneurs?
Reginald Hawkins CEO: 1. Let people talk. No matter what, people are going to criticize whatever you do. Use that as motivation. Push forward and make sure you make the best product that you can. 2. Learn to take constructive criticism. Remember constructive criticism is helpful criticism. Don’t be defensive. Be open to suggestions that may improve your business. 3. Don’t be afraid to take that leap of faith. Do it! You won’t know how your idea will turn out if you don’t try. Even if it doesn’t work, use it as a learning experience to make your next idea that much better.
Fashion Gxd Magazine If you had the chance to start your career over again, what would you do differently?
Reginald Hawkins CEO: I would save more money! Invest in yourself. I’m learning that now and it is paying off big time, but I wish I knew that earlier because I may be further along.
Fashion Gxd Magazine What would you say are the top three skills needed to be a successful entrepreneur ?
Reginald Hawkins CEO: 1. Self reliance. Sometimes people will be there to help, but don’t rely on people all the time. You will be your main help! 2. Resiliency. There may be times that business may not hit, don’t let that deter you. Things won’t always go according to plan, but that’s ok. For example, my first two weeks of business I had orders left and right and I expected that every week. The third week, I had no orders and was shocked but I knew that what I had was an amazing product. So I introduced went back to the drawing board and came up with new ideas. Keep pushing, remember your learning. 3. Focus. Focus on your goals, try not to get distracted by things around you. Get to your main goal step by step. No shortcuts.
Fashion Gxd Magazine What have been some of your failures, and what have you learned from them?
Reginald Hawkins CEO: Where do I start! Lol. I remember making a big batch of peaches for a peach cobbler and ended up burning them. It was awful. I was so upset because of how much I lost. I eventually moved on and made another batch. Another failure I had, which to me was also funny. I had made my first set of business cards and from first glance thought everything was fine. I got them back and gave them out to a lot of people. My girlfriend looks at one of the cards and said “um you know one of these words are spelled wrong right?” I couldn’t believe it, but what could I do? I had to live with it and made my next batch batch of cards almost immediately. Both of these failures taught me to be more patient. Never rush and relax. You cannot change what has already happened. It also taught me to laugh at myself because it lightens the situation.
Fashion Gxd Magazine : How many hours do you work a day on average?
Reginald Hawkins CEO : Between this and my other job. I say about 15-16 hours a day. Then again, i’m always working. If its advertising, coming up with a new dessert, looking for events to vend at. I try and occupy myself with my work as much as I can. I do try and sneak in the occasional nap here and there haha.
Fashion Gxd Magazine Describe/outline your typical day?
Reginald Hawkins CEO :I work at a Group Home for juveniles apart from It’s All Good. So i’m there from 6am- 10am waking them up for school and helping them get ready for the day. I come home around 10:30am and check my Instagram and look for events that I could possibly vend at. If I don’t do that then I will try and see what new desserts I could add to the menu. If it is an order week, I will start to prep for orders that week. I go back to work at the Group Home from 5pm-11pm. Once I'm off from there, I will continue to prep or find new ideas for advertising or desserts. Then I will finally, go to sleep around 1am and get ready to do it all again the next day.
Fashion Gxd Magazine How has being an entrepreneur affected your family life?
Reginald Hawkins CEO: It hasn’t much. My family understands my goals and they know how invested I am in this. Plus, my family are some of my loyal customers, so we still see each other often.
Fashion Gxd Magazine What motivates you?
Reginald Hawkins CEO: The future. I’ve always wanted to live comfortable and give back to my community. I always felt that as an entrepreneur that was the only way I could achieve those goals. When I was attending Cal State Northridge, one of my mentors told me be the change you want to see in the world. Many people see my business as just selling desserts, but I see it as opportunity not just for me but for others. Help someone get their first job or help them start their own business. I work toward that everyday. It helps me get out of bed and to keep going.
Fashion Gxd Magazine :How do you generate new ideas?
Reginald Hawkins CEO: I constantly look at normal desserts and try to put my spin on it. I ask myself, “what will make people come to you for a dessert over someone else?” I also just get in the kitchen and create. Play around with different ingredients and see what works and what doesn’t.
Fashion Gxd Magazine :What sacrifices have you had to make to be a successful entrepreneur?
Reginald Hawkins CEO: Time. Before this I had a lot of down time to do whatever I wanted, now it is even hard for me to find time for personal projects. I try and balance work and personal life but even then I find myself thinking about business plans when I’m not trying to. Income also takes a hit because you want to put the money you make back into the business but you also want to make money. At first, it’ll look like everything your doing is for free but it takes a budget and understanding to actually make money. Finally, I have sacrificed a lot of sleep. I’m honestly forgetting what sleep is. It’s hard because I love to sleep, but I know what the ultimate goal is at the end of the day.
Fashion Gxd Magazine Where you see yourself and your business in 10 years? 20 years?
Reginald Hawkins CEO: 10 years from now I see my business and I thriving through a storefront based in LA that features many different options that include meals that are complimented by my desserts. I also would like to help local black entrepreneurs get their business up and running.
20 years from now, I see myself traveling around the country still helping others start their own business. I would love to help the young generation with scholarships for college. I want to help others reach their goals!