September 18, 2024 • 22 mins
What if social media could transform your business overnight? Join us as we welcome back the inspiring Diana Casteel, a serial entrepreneur with roots in Ohio and Alabama, who has diversified her career across insurance, travel, and construction. Diana shares the heartfelt journey behind her latest entrepreneurial venture, Pies by Di, a bakery that caters to gluten-free and dietary restriction-friendly needs. Hear how a simple suggestion from her therapist ignited her passion for baking, leading her to create a beloved bakery brand. From the pivotal moments that shaped her journey to the TikTok live session that birthed the name Pies by Di, Diana's story is a testament to the power of following one's passion.
Diana also offers a treasure trove of practical advice on leveraging social media for business growth, especially for those over 40 or 50. Discover how to overcome the initial discomfort of posting, maintain consistency, and find content in everyday life to resonate authentically with followers. Learn from Diana’s experiences as she explains how a robust social media presence has catapulted her bakery to new heights, making her health-conscious and delicious desserts a hit. As we wrap up, Diana shares invaluable tips on choosing healthier dessert options, and we look forward to having her back for more insightful discussions. Don’t miss this enriching conversation, full of actionable insights and entrepreneurial wisdom!
Website: https://piesbydi.com/
Facebook: Pies by Di’
Instagram: Pies_by_di
Tiktok: PiesbyDi70
02-04-2025
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Veronica (00:07):
Welcome to the Veronica Edwards show, where we
have fun financial conversationsthat everyone listening can
apply to their personal andprofessional life.
I am your host, veronicaEdwards, and we are back and it
is season four here onbizradious and, as always, I
(00:28):
want to thank the V Team fordownloading and supporting the
podcast, especially during thebreak we took a little break.
So this is the first show forseason four, my first guest to
be on who?
This guest has been on the showbefore because she's a serial
entrepreneur, but this timewe're going to talk about her
latest entrepreneurship journey,which is baking, and this guest
(00:58):
specializes in gluten free anddietary restriction friendly
treats with traditionaltechniques but with an
innovative twist, and I've beena witness to that.
Just picked up some goodiesyesterday for my son's school
and she's also become quite theTikTok sensation, darling, and
I'm trying to be like her so Ican grow my business and be rich
and fabulous like today's guest.
So, without further ado, Iwould like to introduce the
(01:19):
owner of Pies by Di, ms DianaCastile.
Welcome.
Diana (01:23):
Di, how are you darling?
Thank you, oh, my goodness, Ineed to just take that clip and
just replay it.
That is like the bestintroduction I have ever had.
You're like the world's besthype man, thank you so much.
Veronica (01:35):
Thank you, I take pride.
All my friends are like.
If you need somebody to hypeyou up, call Veronica.
So I take that as a compliment.
So, di, for those that have notlistened to your prior show,
tell the guests all about you.
Tell the guests, tell thelisteners all about you, where
you're from and your story thatled you to be this serial
entrepreneur.
Diana (01:56):
So I am from Ohio by way of Alabama, which actually has a
lot to you know a big part ofmy upbringing and how I do
things, because I grew up inOhio and we spent the winters in
Ohio and the summers in Alabamawith all of my mama's people.
And so yeah, I know that thatthat backwardness explains a lot
(02:19):
about me, but it also, you know, when I was growing growing up,
most of my family had some sortof business.
Either it was a business thatthey worked full-time, or it was
um like um, a side hustle, buteither way we're still doing it,
(02:40):
and so that was just kind ofwhat I knew growing up.
Veronica (02:45):
I don't think I ever knew that about you, that it's
in your family, because for meI've met so many people of color
where they're like firstgeneration entrepreneurs, so
that's cool to know that youcame.
You know that's the thread ofwhat you grew up around.
Diana (03:00):
Yeah, I had, you know, like I said, most of my family
in Alabama.
They had their own fishingbusinesses.
They had their own fishingboats.
My grandparents were into somereal estate and they had rental
properties.
So, even though they had theirfull-time jobs, they had other
(03:21):
businesses.
My mom has had, you know, sidebusinesses for my entire life
and then she ended up startingher own cleaning business.
So it's just it was.
It seemed like a naturalprogression, even though
education was the focus that myfamily had for me.
Me being an entrepreneur justmade sense.
Veronica (03:43):
And so let me ask you this before we start talking
about pies by dye you know I metyou, diana, through Salon
Rocher, our girl Danielle Rocher, hendersonville road check out
the best hairstylist in the land, honey and I was introduced to
you as an insurance person and atravel agent, and that you own
a construction company and allof these things.
(04:05):
So how did you fall into?
Okay, now I want to be a baker.
Diana (04:11):
Well, so it's like the opposite sides of the same coin.
My therapist actually had toldme that I needed to find
something for myself, because-.
Veronica (04:21):
Shout out to the therapist.
I just want to say that.
Diana (04:25):
Right, and that's why I'm very open about it, because she
was like, just like you justlisted, I am doing like 50, 11
things.
But she's like, well, what areyou doing for yourself?
And I was like, well, I mean.
And she's like, no, no, no, butwhat are you doing for yourself
?
And I've always loved to cookand bake and again, that's part
of you know.
I grew up baking with mygrandmother and my great
(04:45):
grandmother and being in thekitchen with my grandfather.
Veronica (04:48):
And so it.
Diana (04:49):
Just I was like, well, you know, it's just what I like
to do, and I actually, you know,I've always made desserts for
friends and family and I had acouple of extra pies one year
for around this holiday time andI did a post on our next door
and 67 pies later we wereforming a business.
Veronica (05:11):
Girl.
So this all started a year ago,so 2023.
Diana (05:16):
2022.
It actually started in 2022.
And then we actually officiallybecame a business in 2023,
because I wanted to make surethat when we launched the actual
business, it was a business andnot an expensive hobby.
Veronica (05:34):
Girl, that's the business side of you that you
knew, and I had already checkedup on Diane.
Like you got a differentbusiness bank account right.
You're like absolutely, and thewebsite looks amazing.
So tell us about Pies by Dye.
I love the name.
I love the sketch of you thatyou use as your logo.
I love it, love it, love it.
Tell us all about it.
Diana (05:54):
Thank you.
Well, you know it's so funnyyou mentioned about me on TikTok
, because the Pies by Dye nameactually came about tiktok live
that I was doing with somebodyand so, yeah, that we were just
kind of brainstorming ideas andpies by die was one of them and
(06:17):
I loved it and it stuck.
I didn't actually come up withit.
Uh, shout out to shana fromshop the Hood and so.
Yeah, once that.
Once we had the name, then youknow we Really leaned into the
concept and so we even Did.
I'm really glad you like thelogo.
(06:37):
I sort of did my own version ofa focus Group with social media
and I let people vote on whichof the logos they like best,
because we had three that wewere picking from, and that's
the.
Veronica (06:50):
It was a an edited version of all of the comments
that I got from the differentones, and so that's how we came
about with it I love how youengage social media and we're
going to continue talking aboutyour favorite desserts and all
that, but I want to skip to ticktock because, baby, when I tell
(07:11):
you diana, you know me anddiana you know of particular age
, you know what I'm saying.
So when I see my friend who's alittle older than me doing all
this stuff on TikTok, I'm like,girl, teach me how to do this.
Because I mean you've had someviral videos.
I mean, don't you have a videothat's over 50,000 people have
seen?
Diana (07:28):
Yes.
Veronica (07:30):
That's wild.
You have over 6,000 peoplefollowing you.
That's a big deal.
So we always give differenttips and jewels to the listeners
.
And since you're a verysuccessful TikToker for us
seasoned folks, those folks over40 years old, over 50 years old
, what advice do you give us forutilizing social media to help
our business?
Because I feel like I just getso overwhelmed.
(07:53):
I'll reach out to Diana like Idon't know what to say, and you
like like say anything.
And then I got a thousand views.
I was like, oh okay, it'sreally not that hard.
So I would love if you couldgive three or five tips of how
to be successful on social media.
Diana (08:05):
First of all, make the post.
Make the post.
I mean that's literally it'sgoing to be uncomfortable.
I'm still uncomfortable whenI'm doing posts, um, but if it's
not going to challenge you,it's not going to change you.
So make the post and go fromthere.
Um, and the other thing is yougotta be consistent, and I know
(08:27):
some people say you know yougotta do it every day, you don't
just be consistent with it.
Uh, if you're going to postonce a week, then make sure it's
once a week, because you'llyour followers are going to
start wanting to see that.
And then everything, rememberthat everything is content.
So everything is content, ifyou are.
We just reorganized our kitchenand I'm going to shoot a video
(08:51):
showing, you know, just a crosspan of what everything looks
like.
Now, everything is content andso, and just be yourself, that's
it.
That's the biggest thing withsocial media is that people just
like feeling like you know theperson that they're watching is
relatable.
That's why your videos aredoing so well, because you're a
(09:13):
person that people can relate toand connect with.
You're not coming on, you know,all gussied up and all that
other stuff.
People feel I mean, you've seenmy videos, I am, I'm me all the
time and you know.
So make the post and have funwith it.
Veronica (09:29):
I like that.
Make the post.
Diana (09:31):
Yeah, yeah.
That's why I keep going back toit is make the post, because
you don't know who you're goingto connect with.
I never thought that I wouldhave the response that I did.
Veronica (09:45):
And you're killing it.
I mean I'm just thankful, likewhen you share something I do.
I'm like, okay, I would get acouple of people you know
checking this out because youhave such a following and you
hit it on the head.
You're consistent, you'rerelatable.
I mean Diana got flour on herface, her apron, she talking
trash.
You know, we just laugh at whatyou be like, yo.
This makes me want to bake piesand things like that, and a lot
(10:07):
of times when I'm doing myposts, I'm literally on my couch
.
It's like the same angle.
I don't have any lighting, noneof that stuff, and I'm like
this is crazy.
But to your point, and my brandambassador, jylan Farr, who's
always like no, like, just post,like, does it matter?
We'll push it across allplatforms, just posting
something, at least as a start.
So I appreciate you forencouraging me to do it, because
(10:30):
, even though I've just starteddoing this in the last month or
so, I can already feel, you know, like, ooh, something is
brewing here.
Like, you know, there'sopportunities and I'm reaching
more people on TikTok than Iever did on Instagram or
Facebook.
Diana (10:44):
Bingo, and that's the biggest thing is that?
And the other thing is that thecontent that you get from
TikTok you can repost onInstagram and Facebook.
When we started doing that, itjust it changed people's
connections with us, becausewhen you're on TikTok it's not
(11:05):
curated Like it doesn't have tobe.
You know this prettiness a lotof times that you see on
Instagram, and so when yourepost a video from TikTok,
people are not expecting it tobe that fluffy, instagram-ish
look.
Veronica (11:21):
Mm-hmm, mm-hmm.
No, I totally agree, whichmakes it easy for me because,
girl, I just my next post.
I'm about to be in a robe.
At this point I'm like I don'tknow, and people will be okay
with that.
Diana (11:32):
Listen, the posts that go the most viral are the people
that are like laying in bed oryou know bedtime conversations,
all of that stuff, Because weall do it Like how many times
have you?
Been on the phone with one ofyour girlfriends and you like
sitting in your robe with yourfeet up on your couch.
Veronica (11:52):
Absolutely, absolutely .
I agree.
So I'm going to stay on thatand listeners definitely get out
of your comfort zone and try toutilize social media.
It's free, it reaches a lot ofpeople and that's something I
want to talk to you about.
Diana, with your pies, how canwe order it?
Because you've mentioned to mepeople have drove from Tennessee
(12:12):
to get your baked goods, peoplehave.
You've met people inSpartanburg, all of these things
, and I feel like a lot of thathas to do with your social media
presence.
So how can we order your bakedgoods?
Are there any stores?
If we're living in Florida,could we access them?
Diana (12:30):
So we don't.
We're not in any stores yet.
We are in two local coffeeshops here in North Carolina.
We are in conversations withtwo more coffee shops, but you
can order from our website,piesbydyecom.
(12:51):
We kept it simple P-I-E-S,b-y-d-i Dot com and we ship
nationwide.
I had seven orders that weshipped out yesterday and I
think I've got nine more thatneed to be shipped out today,
and we, you know we're goingeverywhere as close as Charlotte
(13:13):
to Utah.
Veronica (13:16):
Wow, I was just going to ask you where's the furthest
that you ship something.
Have you gone out of thecountry yet?
Diana (13:24):
We have one international customer and she's in the
Netherlands.
Veronica (13:33):
Wow, and I have to ask how did she find out about you?
Tiktok?
I'm telling you I'm about toget rich off TikTok.
People absolutely love TikTok.
I'm telling you I'm about toget rich off TikTok.
People absolutely love TikTok.
Diana (13:44):
Low key.
Most of the people that orderfrom me are not gluten free.
They just love my food and theydon't know me from a can of
paint.
They just saw my videos andthey, you know, or they'll come
into one of my lives when I'mcooking and we are kiki-ing with
our chicanery and then they'llliterally like, I'll see them go
(14:08):
out and you know, because I cansee when somebody is at the
website and then they come backin asking questions about you
know what's on the website andthe rest is history.
Veronica (14:17):
Wow, and I want to touch on that.
What makes you unique is thatyour baked goods are healthy,
and typically when people heargluten-free, sugar-free, they're
like oh so it tastes like bark,it's going to be disgusting.
And that's the completeopposite.
My son, who's nine years old,loves these goodies.
My aunt, who's almost 80 yearsold, that's diabetic, loved the
(14:39):
cinnamon roll, cheesecake, honey, lemon pound cake, all of these
great things, your carrot cake.
So tell us why did you want tomake gluten-free and sugar-free
and some of these healthy items?
Because, again, yes, it's greatfor us, but nobody's really
doing it.
Diana (14:54):
Right.
So again, it always comes backto.
This is passion for me becauseit affects me.
I have a gluten allergy and Ihave a wheat allergy, my husband
is diabetic, my daughter hasn'thad dairy in over 10 years and
my granddaughter is also lactoseintolerant.
Wow, so you know.
And most gluten free.
(15:15):
Anytime you get something witha dietary restriction, it's
always more expensive.
My issue is that it also tasteslike cardboard.
Like you said, we're not doingthis and so, and because I'm I
was already baking anyway I Ijust started kind of re
(15:35):
inventing and re-engineering therecipes and desserts that I
grew up with.
Like my favorite dessert is ourlemon pound cake.
Like it's because it's verynostalgic for me.
Veronica (15:46):
And it's so good.
Just got some yesterday, GoodGod.
My son was like can I get asecond one?
I was like no sir, that's it.
We have three a piece, One fordad, one for me, one for you.
So he tore that up in the car,so one for dad one for me, one
for you.
Diana (16:02):
So he tore that up in the car and that's.
That's what I wanted to have isthat I don't think that anybody
should have to give up orsettle at.
Really, I don't want people tosettle on, you know, on what
they may have had to changebecause of a dietary restriction
.
I am the leader of the big backbrigade, so you know.
Veronica (16:23):
I'm You're not the big back.
Diana (16:25):
yes, Listen and I'm leaning into it.
That is my lane, I mean,because I am a foodie to my core
and so that's why I want to putthat.
I want every single thing thatI make for that to resonate with
people, and I want people to beable to, like your, your son
(16:45):
and your, your aunt, to havethat connection with that food
and not be like I mean, it's allright for sugar-free, like I
don't.
I don't want that conversation,I just want a conversation of
boy.
I'm really enjoying this andI'm glad that I'm able to be
able to share with everybodyelse.
And you know, y'all got onecake for everybody else and then
(17:05):
she's got a little sugar-freecupcake.
I don't want people to havethat experience anymore.
Veronica (17:10):
And it wasn't until I got older and working with other
people that a lot of people dohave a gluten allergy and I used
to think like, well, is thateven real?
This is something that just madeup and you were like, no, ma'am
, it's definitely real, and Ijust think that there's more
things that they're putting inthe foods over the years that we
didn't experience when we wereyounger.
So it is so nice now to have anoption that is delicious and
(17:33):
that's reasonably priced,because right now, this is a
great time for you to be in thismarket because everything is so
expensive.
So I think maybe 10 years agopeople would have said, oh man,
this price is so high and reallyit's like nope, it's just as
much.
And actually I'm helping youfrom having a doctor's bill
because this is healthy for you.
So I just appreciate thatyou've done this, that this is
(17:57):
your passion and that you'reproviding gluten-free, just
dietary friendly treats, becausethat is really hard, I hate to
say it, even in 2024, it'sreally hard to find.
So you are a bit of a unicorn,clearly why people are trying to
, you know, order your goods allover the world.
Diana (18:15):
Yeah, and that is.
I mean, I knew that it wassomething that we needed for my
family, and so I you know, it'skind of like my approach that
I've had with the rest of mybusinesses is like, okay, well,
we can't be the only people inAmerica that are looking for
this.
And you know, I I'm finishingup an order today that the
lady's coming to pick up andbecause they're trying to be
(18:38):
more healthy, and so it'sgluten-free, dairy-free and
sugar-free.
Veronica (18:46):
Wow, the dairy-free gets me every time because it's
like you're hitting all thecorners.
You got the vegans, you gotdiabetics, you got all of these
different allergies and I cansay listeners, I haven't had
anything that you made that doesnot taste good.
So I definitely recommend forpeople to check out your TikTok.
Diana, we're already to the endof the show.
I would love for you to talkabout any fun things that you
(19:06):
have going on, how we cansupport you, your TikTok, your
Instagram, all your handles,your website You've mentioned it
, but definitely plug that again.
Diana (19:15):
Again.
So our website is piesbydicom,it's P-I-E-S-B-Y-D-Icom, and
when you go there, you're goingto have to check out that lemon,
um blueberry bread it's like abreakfast bread and a pound cake
.
Had a baby and produce thatbread, I'm just saying and that
cinnamon roll cheesecake willjust make we'll, we'll change
(19:36):
your life.
So, with that said, you canalso find us on um Facebook pies
by die.
Um Instagram is pies,underscore by underscore Di.
And then, definitely, if youhave TikTok, check out our
TikTok.
I'm piesbydi70.
Veronica (19:52):
And I am on there at least once or twice a week,
either posting videos, and I golive at least once a week
cooking and doing kitchen hacksand baking hacks and you're
hilarious, and anytime Diet islive, it's like come on, I'm
like, girl, let me go in, let mecheck it out, because it is
(20:14):
hilarious, and I'm so happy foryou that you're this serial
entrepreneur.
You've been doing business forso long, but what we always talk
about listeners is, I feel likeyour biggest success is P pies
by die, because it's yourpassion and it's something that
you like to do.
So this has been a bit of atherapy session for me too.
Like I'm like, what do I liketo do?
I don't.
(20:37):
You know, I do accounting for,pay the bills, but you know, I
got to figure out what is thatthing that I can do as well,
because it is easy to get lostin the day-to-day grind.
You're family, you're a grandma, you're a mom, you're doing all
the things, and it's just verymotivational to hear your story
that you kind of just leaned ininto what you naturally love to
do.
Diana (20:56):
Yeah, absolutely.
You're never too old to do whatyou love.
Veronica (21:02):
Oh, I love that.
Well, diana, we are gonna haveyou back.
We talked about this season.
I want to have you on everyother month, once a month, once
a quarter, whenever you can, sowe can talk about some of these
desserts and how it's good foryou and healthy for you and, you
know, warning people about someof the other treats that might
(21:22):
not be that good and the reasonwhy they need to really invest
in their health.
So thank you again for makingtime out of your busy schedule
to come on the show and I wantto thank the listeners for
tuning in to bizradious for theVeronica Edwards show on
Wednesdays across all platformsand if you missed the live
airing, you can always listen toall prior shows at
(21:43):
veronicaedwardsbuzzsproutcom.
So I'm about to eat me somelimit pound cake right now, nine
o'clock in the morning, thankyou.
Pies by Di.
Diana (21:53):
You're welcome.
Welcome to the Veronica Edwards show, where we
have fun financial conversationsthat everyone listening can
apply to their personal andprofessional life.
I am your host, veronicaEdwards, and we are back and it
is season four here onbizradious and, as always, I
(00:28):
want to thank the V Team fordownloading and supporting the
podcast, especially during thebreak we took a little break.
So this is the first show forseason four, my first guest to
be on who?
This guest has been on the showbefore because she's a serial
entrepreneur, but this timewe're going to talk about her
latest entrepreneurship journey,which is baking, and this guest
(00:58):
specializes in gluten free anddietary restriction friendly
treats with traditionaltechniques but with an
innovative twist, and I've beena witness to that.
Just picked up some goodiesyesterday for my son's school
and she's also become quite theTikTok sensation, darling, and
I'm trying to be like her so Ican grow my business and be rich
and fabulous like today's guest.
So, without further ado, Iwould like to introduce the
(01:19):
owner of Pies by Di, ms DianaCastile.
Welcome.
Diana (01:23):
Di, how are you darling?
Thank you, oh, my goodness, Ineed to just take that clip and
just replay it.
That is like the bestintroduction I have ever had.
You're like the world's besthype man, thank you so much.
Veronica (01:35):
Thank you, I take pride.
All my friends are like.
If you need somebody to hypeyou up, call Veronica.
So I take that as a compliment.
So, di, for those that have notlistened to your prior show,
tell the guests all about you.
Tell the guests, tell thelisteners all about you, where
you're from and your story thatled you to be this serial
entrepreneur.
Diana (01:56):
So I am from Ohio by way of Alabama, which actually has a
lot to you know a big part ofmy upbringing and how I do
things, because I grew up inOhio and we spent the winters in
Ohio and the summers in Alabamawith all of my mama's people.
And so yeah, I know that thatthat backwardness explains a lot
(02:19):
about me, but it also, you know, when I was growing growing up,
most of my family had some sortof business.
Either it was a business thatthey worked full-time, or it was
um like um, a side hustle, buteither way we're still doing it,
(02:40):
and so that was just kind ofwhat I knew growing up.
Veronica (02:45):
I don't think I ever knew that about you, that it's
in your family, because for meI've met so many people of color
where they're like firstgeneration entrepreneurs, so
that's cool to know that youcame.
You know that's the thread ofwhat you grew up around.
Diana (03:00):
Yeah, I had, you know, like I said, most of my family
in Alabama.
They had their own fishingbusinesses.
They had their own fishingboats.
My grandparents were into somereal estate and they had rental
properties.
So, even though they had theirfull-time jobs, they had other
(03:21):
businesses.
My mom has had, you know, sidebusinesses for my entire life
and then she ended up startingher own cleaning business.
So it's just it was.
It seemed like a naturalprogression, even though
education was the focus that myfamily had for me.
Me being an entrepreneur justmade sense.
Veronica (03:43):
And so let me ask you this before we start talking
about pies by dye you know I metyou, diana, through Salon
Rocher, our girl Danielle Rocher, hendersonville road check out
the best hairstylist in the land, honey and I was introduced to
you as an insurance person and atravel agent, and that you own
a construction company and allof these things.
(04:05):
So how did you fall into?
Okay, now I want to be a baker.
Diana (04:11):
Well, so it's like the opposite sides of the same coin.
My therapist actually had toldme that I needed to find
something for myself, because-.
Veronica (04:21):
Shout out to the therapist.
I just want to say that.
Diana (04:25):
Right, and that's why I'm very open about it, because she
was like, just like you justlisted, I am doing like 50, 11
things.
But she's like, well, what areyou doing for yourself?
And I was like, well, I mean.
And she's like, no, no, no, butwhat are you doing for yourself
?
And I've always loved to cookand bake and again, that's part
of you know.
I grew up baking with mygrandmother and my great
(04:45):
grandmother and being in thekitchen with my grandfather.
Veronica (04:48):
And so it.
Diana (04:49):
Just I was like, well, you know, it's just what I like
to do, and I actually, you know,I've always made desserts for
friends and family and I had acouple of extra pies one year
for around this holiday time andI did a post on our next door
and 67 pies later we wereforming a business.
Veronica (05:11):
Girl.
So this all started a year ago,so 2023.
Diana (05:16):
2022.
It actually started in 2022.
And then we actually officiallybecame a business in 2023,
because I wanted to make surethat when we launched the actual
business, it was a business andnot an expensive hobby.
Veronica (05:34):
Girl, that's the business side of you that you
knew, and I had already checkedup on Diane.
Like you got a differentbusiness bank account right.
You're like absolutely, and thewebsite looks amazing.
So tell us about Pies by Dye.
I love the name.
I love the sketch of you thatyou use as your logo.
I love it, love it, love it.
Tell us all about it.
Diana (05:54):
Thank you.
Well, you know it's so funnyyou mentioned about me on TikTok
, because the Pies by Dye nameactually came about tiktok live
that I was doing with somebodyand so, yeah, that we were just
kind of brainstorming ideas andpies by die was one of them and
(06:17):
I loved it and it stuck.
I didn't actually come up withit.
Uh, shout out to shana fromshop the Hood and so.
Yeah, once that.
Once we had the name, then youknow we Really leaned into the
concept and so we even Did.
I'm really glad you like thelogo.
(06:37):
I sort of did my own version ofa focus Group with social media
and I let people vote on whichof the logos they like best,
because we had three that wewere picking from, and that's
the.
Veronica (06:50):
It was a an edited version of all of the comments
that I got from the differentones, and so that's how we came
about with it I love how youengage social media and we're
going to continue talking aboutyour favorite desserts and all
that, but I want to skip to ticktock because, baby, when I tell
(07:11):
you diana, you know me anddiana you know of particular age
, you know what I'm saying.
So when I see my friend who's alittle older than me doing all
this stuff on TikTok, I'm like,girl, teach me how to do this.
Because I mean you've had someviral videos.
I mean, don't you have a videothat's over 50,000 people have
seen?
Diana (07:28):
Yes.
Veronica (07:30):
That's wild.
You have over 6,000 peoplefollowing you.
That's a big deal.
So we always give differenttips and jewels to the listeners
.
And since you're a verysuccessful TikToker for us
seasoned folks, those folks over40 years old, over 50 years old
, what advice do you give us forutilizing social media to help
our business?
Because I feel like I just getso overwhelmed.
(07:53):
I'll reach out to Diana like Idon't know what to say, and you
like like say anything.
And then I got a thousand views.
I was like, oh okay, it'sreally not that hard.
So I would love if you couldgive three or five tips of how
to be successful on social media.
Diana (08:05):
First of all, make the post.
Make the post.
I mean that's literally it'sgoing to be uncomfortable.
I'm still uncomfortable whenI'm doing posts, um, but if it's
not going to challenge you,it's not going to change you.
So make the post and go fromthere.
Um, and the other thing is yougotta be consistent, and I know
(08:27):
some people say you know yougotta do it every day, you don't
just be consistent with it.
Uh, if you're going to postonce a week, then make sure it's
once a week, because you'llyour followers are going to
start wanting to see that.
And then everything, rememberthat everything is content.
So everything is content, ifyou are.
We just reorganized our kitchenand I'm going to shoot a video
(08:51):
showing, you know, just a crosspan of what everything looks
like.
Now, everything is content andso, and just be yourself, that's
it.
That's the biggest thing withsocial media is that people just
like feeling like you know theperson that they're watching is
relatable.
That's why your videos aredoing so well, because you're a
(09:13):
person that people can relate toand connect with.
You're not coming on, you know,all gussied up and all that
other stuff.
People feel I mean, you've seenmy videos, I am, I'm me all the
time and you know.
So make the post and have funwith it.
Veronica (09:29):
I like that.
Make the post.
Diana (09:31):
Yeah, yeah.
That's why I keep going back toit is make the post, because
you don't know who you're goingto connect with.
I never thought that I wouldhave the response that I did.
Veronica (09:45):
And you're killing it.
I mean I'm just thankful, likewhen you share something I do.
I'm like, okay, I would get acouple of people you know
checking this out because youhave such a following and you
hit it on the head.
You're consistent, you'rerelatable.
I mean Diana got flour on herface, her apron, she talking
trash.
You know, we just laugh at whatyou be like, yo.
This makes me want to bake piesand things like that, and a lot
(10:07):
of times when I'm doing myposts, I'm literally on my couch
.
It's like the same angle.
I don't have any lighting, noneof that stuff, and I'm like
this is crazy.
But to your point, and my brandambassador, jylan Farr, who's
always like no, like, just post,like, does it matter?
We'll push it across allplatforms, just posting
something, at least as a start.
So I appreciate you forencouraging me to do it, because
(10:30):
, even though I've just starteddoing this in the last month or
so, I can already feel, you know, like, ooh, something is
brewing here.
Like, you know, there'sopportunities and I'm reaching
more people on TikTok than Iever did on Instagram or
Facebook.
Diana (10:44):
Bingo, and that's the biggest thing is that?
And the other thing is that thecontent that you get from
TikTok you can repost onInstagram and Facebook.
When we started doing that, itjust it changed people's
connections with us, becausewhen you're on TikTok it's not
(11:05):
curated Like it doesn't have tobe.
You know this prettiness a lotof times that you see on
Instagram, and so when yourepost a video from TikTok,
people are not expecting it tobe that fluffy, instagram-ish
look.
Veronica (11:21):
Mm-hmm, mm-hmm.
No, I totally agree, whichmakes it easy for me because,
girl, I just my next post.
I'm about to be in a robe.
At this point I'm like I don'tknow, and people will be okay
with that.
Diana (11:32):
Listen, the posts that go the most viral are the people
that are like laying in bed oryou know bedtime conversations,
all of that stuff, Because weall do it Like how many times
have you?
Been on the phone with one ofyour girlfriends and you like
sitting in your robe with yourfeet up on your couch.
Veronica (11:52):
Absolutely, absolutely .
I agree.
So I'm going to stay on thatand listeners definitely get out
of your comfort zone and try toutilize social media.
It's free, it reaches a lot ofpeople and that's something I
want to talk to you about.
Diana, with your pies, how canwe order it?
Because you've mentioned to mepeople have drove from Tennessee
(12:12):
to get your baked goods, peoplehave.
You've met people inSpartanburg, all of these things
, and I feel like a lot of thathas to do with your social media
presence.
So how can we order your bakedgoods?
Are there any stores?
If we're living in Florida,could we access them?
Diana (12:30):
So we don't.
We're not in any stores yet.
We are in two local coffeeshops here in North Carolina.
We are in conversations withtwo more coffee shops, but you
can order from our website,piesbydyecom.
(12:51):
We kept it simple P-I-E-S,b-y-d-i Dot com and we ship
nationwide.
I had seven orders that weshipped out yesterday and I
think I've got nine more thatneed to be shipped out today,
and we, you know we're goingeverywhere as close as Charlotte
(13:13):
to Utah.
Veronica (13:16):
Wow, I was just going to ask you where's the furthest
that you ship something.
Have you gone out of thecountry yet?
Diana (13:24):
We have one international customer and she's in the
Netherlands.
Veronica (13:33):
Wow, and I have to ask how did she find out about you?
Tiktok?
I'm telling you I'm about toget rich off TikTok.
People absolutely love TikTok.
I'm telling you I'm about toget rich off TikTok.
People absolutely love TikTok.
Diana (13:44):
Low key.
Most of the people that orderfrom me are not gluten free.
They just love my food and theydon't know me from a can of
paint.
They just saw my videos andthey, you know, or they'll come
into one of my lives when I'mcooking and we are kiki-ing with
our chicanery and then they'llliterally like, I'll see them go
(14:08):
out and you know, because I cansee when somebody is at the
website and then they come backin asking questions about you
know what's on the website andthe rest is history.
Veronica (14:17):
Wow, and I want to touch on that.
What makes you unique is thatyour baked goods are healthy,
and typically when people heargluten-free, sugar-free, they're
like oh so it tastes like bark,it's going to be disgusting.
And that's the completeopposite.
My son, who's nine years old,loves these goodies.
My aunt, who's almost 80 yearsold, that's diabetic, loved the
(14:39):
cinnamon roll, cheesecake, honey, lemon pound cake, all of these
great things, your carrot cake.
So tell us why did you want tomake gluten-free and sugar-free
and some of these healthy items?
Because, again, yes, it's greatfor us, but nobody's really
doing it.
Diana (14:54):
Right.
So again, it always comes backto.
This is passion for me becauseit affects me.
I have a gluten allergy and Ihave a wheat allergy, my husband
is diabetic, my daughter hasn'thad dairy in over 10 years and
my granddaughter is also lactoseintolerant.
Wow, so you know.
And most gluten free.
(15:15):
Anytime you get something witha dietary restriction, it's
always more expensive.
My issue is that it also tasteslike cardboard.
Like you said, we're not doingthis and so, and because I'm I
was already baking anyway I Ijust started kind of re
(15:35):
inventing and re-engineering therecipes and desserts that I
grew up with.
Like my favorite dessert is ourlemon pound cake.
Like it's because it's verynostalgic for me.
Veronica (15:46):
And it's so good.
Just got some yesterday, GoodGod.
My son was like can I get asecond one?
I was like no sir, that's it.
We have three a piece, One fordad, one for me, one for you.
So he tore that up in the car,so one for dad one for me, one
for you.
Diana (16:02):
So he tore that up in the car and that's.
That's what I wanted to have isthat I don't think that anybody
should have to give up orsettle at.
Really, I don't want people tosettle on, you know, on what
they may have had to changebecause of a dietary restriction
.
I am the leader of the big backbrigade, so you know.
Veronica (16:23):
I'm You're not the big back.
Diana (16:25):
yes, Listen and I'm leaning into it.
That is my lane, I mean,because I am a foodie to my core
and so that's why I want to putthat.
I want every single thing thatI make for that to resonate with
people, and I want people to beable to, like your, your son
(16:45):
and your, your aunt, to havethat connection with that food
and not be like I mean, it's allright for sugar-free, like I
don't.
I don't want that conversation,I just want a conversation of
boy.
I'm really enjoying this andI'm glad that I'm able to be
able to share with everybodyelse.
And you know, y'all got onecake for everybody else and then
(17:05):
she's got a little sugar-freecupcake.
I don't want people to havethat experience anymore.
Veronica (17:10):
And it wasn't until I got older and working with other
people that a lot of people dohave a gluten allergy and I used
to think like, well, is thateven real?
This is something that just madeup and you were like, no, ma'am
, it's definitely real, and Ijust think that there's more
things that they're putting inthe foods over the years that we
didn't experience when we wereyounger.
So it is so nice now to have anoption that is delicious and
(17:33):
that's reasonably priced,because right now, this is a
great time for you to be in thismarket because everything is so
expensive.
So I think maybe 10 years agopeople would have said, oh man,
this price is so high and reallyit's like nope, it's just as
much.
And actually I'm helping youfrom having a doctor's bill
because this is healthy for you.
So I just appreciate thatyou've done this, that this is
(17:57):
your passion and that you'reproviding gluten-free, just
dietary friendly treats, becausethat is really hard, I hate to
say it, even in 2024, it'sreally hard to find.
So you are a bit of a unicorn,clearly why people are trying to
, you know, order your goods allover the world.
Diana (18:15):
Yeah, and that is.
I mean, I knew that it wassomething that we needed for my
family, and so I you know, it'skind of like my approach that
I've had with the rest of mybusinesses is like, okay, well,
we can't be the only people inAmerica that are looking for
this.
And you know, I I'm finishingup an order today that the
lady's coming to pick up andbecause they're trying to be
(18:38):
more healthy, and so it'sgluten-free, dairy-free and
sugar-free.
Veronica (18:46):
Wow, the dairy-free gets me every time because it's
like you're hitting all thecorners.
You got the vegans, you gotdiabetics, you got all of these
different allergies and I cansay listeners, I haven't had
anything that you made that doesnot taste good.
So I definitely recommend forpeople to check out your TikTok.
Diana, we're already to the endof the show.
I would love for you to talkabout any fun things that you
(19:06):
have going on, how we cansupport you, your TikTok, your
Instagram, all your handles,your website You've mentioned it
, but definitely plug that again.
Diana (19:15):
Again.
So our website is piesbydicom,it's P-I-E-S-B-Y-D-Icom, and
when you go there, you're goingto have to check out that lemon,
um blueberry bread it's like abreakfast bread and a pound cake
.
Had a baby and produce thatbread, I'm just saying and that
cinnamon roll cheesecake willjust make we'll, we'll change
(19:36):
your life.
So, with that said, you canalso find us on um Facebook pies
by die.
Um Instagram is pies,underscore by underscore Di.
And then, definitely, if youhave TikTok, check out our
TikTok.
I'm piesbydi70.
Veronica (19:52):
And I am on there at least once or twice a week,
either posting videos, and I golive at least once a week
cooking and doing kitchen hacksand baking hacks and you're
hilarious, and anytime Diet islive, it's like come on, I'm
like, girl, let me go in, let mecheck it out, because it is
(20:14):
hilarious, and I'm so happy foryou that you're this serial
entrepreneur.
You've been doing business forso long, but what we always talk
about listeners is, I feel likeyour biggest success is P pies
by die, because it's yourpassion and it's something that
you like to do.
So this has been a bit of atherapy session for me too.
Like I'm like, what do I liketo do?
I don't.
(20:37):
You know, I do accounting for,pay the bills, but you know, I
got to figure out what is thatthing that I can do as well,
because it is easy to get lostin the day-to-day grind.
You're family, you're a grandma, you're a mom, you're doing all
the things, and it's just verymotivational to hear your story
that you kind of just leaned ininto what you naturally love to
do.
Diana (20:56):
Yeah, absolutely.
You're never too old to do whatyou love.
Veronica (21:02):
Oh, I love that.
Well, diana, we are gonna haveyou back.
We talked about this season.
I want to have you on everyother month, once a month, once
a quarter, whenever you can, sowe can talk about some of these
desserts and how it's good foryou and healthy for you and, you
know, warning people about someof the other treats that might
(21:22):
not be that good and the reasonwhy they need to really invest
in their health.
So thank you again for makingtime out of your busy schedule
to come on the show and I wantto thank the listeners for
tuning in to bizradious for theVeronica Edwards show on
Wednesdays across all platformsand if you missed the live
airing, you can always listen toall prior shows at
(21:43):
veronicaedwardsbuzzsproutcom.
So I'm about to eat me somelimit pound cake right now, nine
o'clock in the morning, thankyou.
Pies by Di.
Diana (21:53):
You're welcome.
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