In Port Shepstone, KwaZulu-Natal, a driven young woman has turned her passion into a purpose-driven brand, gaining recognition in South Africa’s culinary and entrepreneurial sectors. Precious Khumalo, founder of Table Treatss by Precious, once immersed in the digital marketing world, is now a self-made baking sensation who believes in the power of storytelling, resilience and community.
“Baking was always quietly nestled in my heart,” she says, reminiscing about her teenage years mixing ingredients in a small kitchen and nervously posting pictures of what she calls her “cringe” creations on Instagram. Despite earning an Honours Degree in Media Operations Management and working as a Marketing Coordinator in 2019, the structured corporate world didn’t fulfill her. It was her Instagram page, initially called “The Food Child,” that became her outlet for joy and creativity.
A Leap of Faith and Flour
But it wasn’t until November 2020 after being retrenched that she took the plunge into baking full-time. “With no immediate job prospects and a fierce determination not to be idle, I leaned into baking.”
A friend’s cake order became her turning point. “When I saw their smile after tasting it, I realised this was more than a hobby. It was a calling.”
Using her marketing background as her compass, she transformed her bedroom into a studio and taught herself photography. Table Treatss was born, built with “passion, resilience and a sprinkle of faith.”
Today, Table Treatss remains a small, intimate venture supported by family and friends. But its impact is far-reaching. Precious dreams of publishing a baking book: “I imagine it as a warm, inviting guide filled with stories and recipes… like a conversation with a friend.”
Her time in digital agencies and at UKZN shaped her understanding of branding and continuous learning.
“Working in digital agencies taught me the significance of storytelling and the science behind audience engagement… Baking is an art, but building a brand is a constant evolution,” she recalls.
Leading with Influence and Integrity
With over 180,000 Instagram followers, Precious navigates the dual roles of digital influencer and business owner.
“Instagram isn’t just a platform; it’s a living, breathing community where I share my cakes and my journey, struggles and triumphs… Followers have become friends, supporters and even collaborators,” she says.
For young entrepreneurs, she highlights three vital trends:
Conversational Marketing: She emphasizes the power of “Engaging directly with your audience through chats, polls, and interactive content builds trust and deeper relationships.” She’s witnessed firsthand how “Simple interactions: answering questions, responding to comments, turn followers into loyal fans.”
Generative Engine Optimisation (GEO): Precious describes this as a “cutting-edge trend” that “focuses on tailoring content dynamically to meet individual user needs, boosting visibility and relevance.” It’s “like having a personalised marketing assistant that ensures your content reaches the right eyes with the right message.”
Customer-Generated Content & Social Listening: Nothing, she asserts, “beats authentic testimonials and photos from happy customers.” This organic content “tells stories I could never script, creating genuine connections and opening doors to exciting brand partnerships.”
Overcoming Challenges with Authenticity and Faith
One of the most significant hurdles Precious has encountered in growing her brand has been the economy. “The economy posed one of the toughest challenges,” she admits. “There was a period when even my most affordable cakes felt out of reach for many customers, squeezing profits and threatening sustainability.” This challenge spurred her to “innovate and strategise deeply.”
She learned to “meet customers halfway by refining my marketing language to resonate authentically, sourcing ingredients smartly to reduce costs without sacrificing quality, and targeting the right audience through the right platforms.”
It was “a delicate balancing act, but by staying true to my mission of delivering joy through baking, I found ways to thrive.”
“At my peak, I was generating over R4,000 a day in profit, a victory not just for me but for everyone who believed in the dream.”
As a guest lecturer, she offers her students practical insights and timeless wisdom: “Be authentic, be transparent and let your business glorify God.”
Her experience working with major brands reinforces the importance of strategic partnerships. “Collaboration is about alignment, not just opportunity… True and authentic collaborations amplify your brand’s voice.”
The Future of Table Treatss: A Sweet Vision
In the next five years, Precious envisions Table Treatss evolving into “a beloved bakery-café, a cozy, welcoming space where the aroma of freshly baked treats invites people to gather, celebrate, and create memories.” More than just a place to purchase cakes, it will be “a community hub where baking workshops, tastings and events bring people together.”
Beyond the physical space, Precious plans to diversify by “launching branded baking products, think signature mixes, utensils, and merchandise that bring the Table Treatss experience into homes everywhere.” She also aims to “deepen my digital footprint with online courses and interactive content that empowers aspiring bakers globally.” This comprehensive expansion will seamlessly “Blend my passion for baking, storytelling and education into a holistic brand experience,” she concludes.
In a world hungry for authenticity and connection, Precious Khumalo is baking more than cakes she’s baking hope, empowerment and a future built on faith and fearless creativity.
