Tell us a bit about yourself, your personality, and your background.

My name is Chukwuwetalu Obi. I studied Chemical Engineering at the University of Lagos. I started W’s bakeshop about 7 years ago with my sister and partner, Ella Obi.  

What were the steps before W’s bakeshop shop? When did you start baking? 

I started baking casually when I was 8 years old, but began baking commercially during my last year in secondary school. I collected every cookbook I could find, watched as many YouTube videos, and I still have my grandma’s Betty Crocker guide in my wardrobe. 

How did W’s bakeshop start? 

I intended to start a cupcake spot where people could just order cupcakes. I started on a low, sharing muffins with friends, doing my thing until my sister/partner, Ella came up with this idea on how to monetize it. So, with some help from our sister, Buogo (who loves to be referred to as a silent partner), we started to sell little by little until our massive organic growth. 

What was your parents’ initial reaction to this journey?

When we started, they wanted us to slow it down. I could understand. They wanted us to be more secure and get our tertiary education degree. Somehow, I am very grateful we didn’t slow down. 

What is that one thing about your sister/partner that sticks out? 

She is very capable. I trust her with my life, which is why we work so well together.

What was the most difficult moment for the bakeshop?

 That would be the year of the pandemic, it was our first year seeing so much financial change. It was very challenging. Having Ella was very helpful, it was a lot of prayers, working, and crying, it was such a hell. But we are here. 

What do you consider the best moment for W’s bakeshop? 

That would be our first contract job with Airtel while we were still small-scale. It almost looked impossible, but we did it. That was a moment I was very proud of. Also, for every time we expand into a larger bakery, it is always such a joy.

When it comes to management – staff, and customer, what’s that one skill you have? 

We get very personal in listening to needs, and paying attention to desires. We are accurate on what you order versus what you get.

What was the inspiration for your style in W’s bakeshop? The meme cakes.

I’ve always been obsessed with minimal cakes, but this style was more of an in-house idea. We started it, did one and people just adopted the idea. We had a customer who wanted the meme guy on his cake, we did and it got mainstreamed. That was it, the push we needed. It was insane. I would like to say our style has been very functional and straight to the point. I think people like that. 

What else would you rather do than own W’s bakeshop? 

Nothing else. It’s such a joy.

What is W’s bakeshop’s best flavor? 

Chocolate fudge and cookies and cream.

Are you a vanilla or chocolate person? 

Definitely a vanilla fan . 

Fun fact about you? 

Other than hating chocolate cake. I love to play PS, precisely call of duty in my leisure time.