Owning a business, frosting on the cake

By Heather Papendorf
The Collegian

White, fluffy, sweet mounds of buttercream frosting fill large electric mixers in Melinda Posthumus’ kitchen, along with the tantalizing smell of chocolate and vanilla cakes baking in the oven.

Pounds of powdered sugar sit along the counter tops, and is all over Posthumus’ apron. Elbow-deep in baking, the Fresno State student is just starting off her busy week designing cakes.

Posthumus, 21, makes custom cakes for all occasions, but she doesn’t just make a cake, she makes an edible masterpiece.

Posthumus is the CEO and owner and designer of Dede’s Decor, a custom cake business that she started three years ago in her tiny college apartment kitchen.

As a cake decorator she said she aims to be “a slice above the rest.”

The Fresno State student prides herself in the fact that her company’s cakes meet the personality of each client. Her clients just don’t choose a cake out of a book. Posthumus creates a personalized cake design based on the colors, themes and size of the customer’s event.

Kumal Sidhu, 27, of Fresno, a loyal customer to Dede’s Decor, described Melinda’s cakes as pure perfection.

“She does this business because it is what she loves to do. It is her passion,” Sidhu said. “She is not only a baker, but she is an artist.”

“Having an eye for art, as well as a talent for baking usually does not come hand in hand,” Sidhu said.

Sidhu first met Posthumus when trying to plan her daughter’s first birthday cake. This particular birthday was very important to Sidhu’s family. With close to 400 people invited, Posthumus was asked to create a carousel cake, as well as 80 individual cakes.

Posthumus brought to life a three-tier carousel cake standing about three feet tall. Feathers and bows wrapped around the brightly colored polka dot cake.

The fun part was that the entire creation was edible, except for the feathers and ribbon.

Sidhu describes Posthumus as very professional, working around her clients’ schedules, as well as designing her daughter’s birthday cake exactly as imagined.

“At my daughter’s birthday party everyone thought the cake was not real, because it looked so perfect,” Sidhu said. “My sister-in -aw is so amazed with her art that she is having her husband’s birthday cake shipped to Texas.”

Posthumus has created everything from a Fresno State football stadium to a Boy Scout uniform, a stack of flowerpots, Victoria’s Secret boxes, “Chicken Little” and an exact replica of LeAnn Rimes’ wedding cake.

A full student, Posthumus carries 19 units and averages three to four cakes a week, which brings in $400 to $1,400.

For her growing business, Posthumus has already completed an executive summary and a company Web site. She networks with local bridal shops and has a five-year business plan.

Corie Delashmutt, 23, a client from Kingsburg, is completely drawn to Posthumus’ personality and her artistic ideas.

“It isn’t everyday that you find someone with Melinda’s talent, work ethic and drive to succeed,” Delashmutt said. “I think her creativity goes beyond what most would expect from a cake.”

Posthumus’ cake creations can be found on her Web site, www.dedesdecor.com.

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