Indie Interview: Annabel’s Patisserie – The Work Life Balance

In this interview blog post, Annabel, founder of Annabel’s Patisserie, shares her journey from discovering her approach to balancing life and work. Annabel opens up about how her life experiences have shaped her company and how these life challenges have since inspired her to become a nutritionist and therapist. >>

Holly: So Annabel, I noticed on your website that you’ve grown your team over the last few years. Is that still the case? How has the journey been, going from working solo to managing a small team?

Annabel: It’s been an interesting experience. My team has ebbed and flowed over time. I have one chef who works with me one day a week—I’ve known him since he was a 14-year-old apprentice, and now he’s 20 and over 7 feet tall! But other than that, I rely on seasonal helpers and people who do behind-the-scenes tasks like folding my boxes.

For a while, I experimented with growing my team. At one point, my chef was working half the week, and we were producing more chocolates. But with that came the pressure to find more places to sell them, more expenses and more work for me. I was still the one waking up at 4 am and working until 9 pm. Eventually, I reflected on my goals and realised that scaling up wasn’t what I truly wanted. So, I scaled back and now focus on producing as much as I can with some help, but mostly on my own. It gives me more creative freedom and flexibility.

Holly: That’s such an insightful journey. It sounds like you’ve had to balance growth with maintaining control. Speaking of balance, you’ve mentioned the challenges of the hospitality industry, like long hours and burnout. How have you managed that, and what advice would you give to other entrepreneurs about maintaining work-life balance?

Annabel: Oh, this has been such a learning curve. After my stepdad passed, I started reflecting on my life in hospitality. It’s an industry that, while rewarding in some ways, isn’t sustainable long term, especially for mental and physical health. I wanted more control over my life, and that’s what led me to start my own business.

But as many entrepreneurs know, the idea of “freedom” quickly becomes a trap. I found myself working seven days a week, doing early mornings and late nights. Lockdown only made it worse because there wasn’t much happening outside, so I just buried myself in work. After about three years of that, I hit a wall. I was mentally and physically burned out.

That’s when I started working with a coach and learning about setting boundaries. It was tough at first, but I had to set stricter work hours, stop checking emails outside of those times, and prioritise my health and personal life. It’s scary to pull back and fear losing business, but in reality, I found that once I set those boundaries, my love for the business came flooding back. I had more creativity and energy, and my work improved.

Holly: That’s amazing! It sounds like those changes really revitalised you and your business. You also mentioned community earlier. How important is community and being part of Independent Oxford for you as a small business owner?

Annabel: Community has been such an unexpected yet important part of this journey. Independent Oxford has given me a space to connect with other like-minded business owners, which has been invaluable. Sharing the highs and lows of running a business has helped build connections with people who truly understand the challenges.

Through my openness on social media and in newsletters, I’ve connected with real-life and virtual friends, many of whom are in the same space as me. It’s important for me to share the reality of running a business, not just the polished, shiny parts. People appreciate seeing the ups and downs, and it helps us all feel less isolated. I’ve even made friends with other chocolatiers, and while they might seem like competition, we support each other and there’s a real sense of camaraderie.

One piece of advice I’d give to anyone running or starting a business is to remember why you’re doing it.

Holly: That’s so refreshing to hear. It sounds like authenticity has played a huge role in building your brand and community.

Annabel: Absolutely. I’ve found that being open and honest about my journey has resonated with people. They connect with the realness behind the business, and that’s created a loyal customer base. I’ve even started writing newsletters that share not only my successes but also the mistakes and challenges I face. It’s a therapeutic process for me and it’s rewarding when people tell me they connect with my stories.

In the end, I think authenticity is what sets small businesses apart. People want to support something real, and when you share openly, it fosters a much deeper connection with your customers.

Holly: I noticed you’re into fitness, and I read something about you training to be a nutritionist. Could you tell me more about that?

Annabel: Yes, I’m training as a nutritionist and I’m also about to start training as a therapist. My journey into cooking began after struggling with eating disorders when I was younger, and I developed a real obsession with food. Having ADHD has also played a part, particularly with impulse control and binge eating. Through coaching, therapy, and educating myself, I’ve learned so much, and I now want to help others.

A big part of my interest is addressing the fear, guilt, and shame that so many people—especially women—experience around food. People are scared of certain foods, like chocolate, and feel guilty for eating them. I want to help people change their relationship with food, to enjoy it without guilt or shame.

Holly: That’s such a powerful mission! It’s amazing that you’re working to turn something so challenging into a way to help others. I’ve also seen some interesting research about how cooking helps manage ADHD. Did you find it works for you?

Annabel: Absolutely! When I started learning about ADHD, I realised a lot of the people I knew—chefs, small business owners—also had ADHD. We don’t necessarily fit into conventional jobs, but the kitchen environment teaches you life skills, like managing multiple tasks at once and staying organized. Cooking has really helped me with stress management, too—knowing when to pause, clean up and reset makes a big difference.

Holly: Do you have any standout flavours or bestsellers?

Annabel: It changes all the time—ADHD means I’m always changing things up! I’ve had fun ones like Mr. Whippy and salt and vinegar caramel. But what I love most is creating new ideas and sharing them with my customers. People really engage with the creative process.

Holly: How long does it take to create a box of your chocolates?

Annabel: It can be a multi-day process, depending on the amount. I start by doing the colouring, then temper the chocolate, fill the shells with all kinds of ingredients and finally cap and package them. It’s a real blend of art and science. Sometimes I’m working with 30 different colours—it’s a labour of love!

Holly: That’s incredible! The combination of creativity and technique is so interesting.

Annabel: It’s funny because I didn’t consider myself creative growing up. I couldn’t draw or paint, so I thought I wasn’t artistic. But now, I realise this is my form of creativity and I’ve really embraced it.

Holly: Do you have any advice to anyone about to start their own business? 

Annabel: One piece of advice I’d give to anyone running or starting a business is to remember why you’re doing it. I get offers from big companies who want me to compromise on my values—like asking for discounts or free samples when they have huge disposable incomes. It doesn’t sit right with me. I prioritise staying true to my ethics and doing work that aligns with my values. It’s important to ask yourself: who are you doing it for?

Holly: That’s a great piece of advice, especially in an industry that can pull you in so many directions. Thanks for sharing your journey, Annabel. It’s clear that your passion and authenticity shine through in everything you do!

Find out more about Annabel’s Patisserie on her Indie Oxford page. Annabel will be trading at the Indie Oxford Christmas Market on 23rd November at Tap Social’s Taproom in Botley.