In just two years, 21-year-old Claudia Coleman has transformed her teenage passion for baking into The Sugar Dealer, a growing Auckland-based bakery with a nationwide following. NZBusiness sat down with the young business owner who explains how she managed to build a successful business in a particularly challenging time for the industry.
What started in a home kitchen has grown into a bustling operation on Auckland’s iconic Karangahape ‘K’ Road, thanks to a strategic focus on online sales, adaptability in the face of challenges, and an obsession with perfecting the humble brownie.
In 2022, Claudia Coleman took a bold leap of faith.
After years of feeling uninspired working at Subway, Claudia transformed her teenage passion for baking into a full-fledged business, launching The Sugar Dealer from her home kitchen.
“I’ve been baking since I was 13, and I just taught myself how to do it. I didn’t have any qualifications, and I didn’t want to go to university,” Claudia says.
Her small idea quickly grew through the power of social media and an irresistible product, homemade brownies. By June 2023, Claudia took her first big risk: Moving into a commercial kitchen on Auckland’s bustling K Road.
“It was a huge leap. I didn’t even tell anyone I was taking on the lease because I knew my mum would freak out,” she says.
The risk paid off. By August, she hired her first baker, transforming her one-woman operation into a growing team. Today, The Sugar Dealer employs four bakers, a front-of-house staff member, and casual helpers for busy Saturdays.
Claudia herself works marathon days, starting at 5am and finishing around 6 or 7pm, before tackling admin tasks at home.
“It’s hard work, but working with a team makes it so much more enjoyable. I love it,” she says.
Shipping success nationwide
What sets The Sugar Dealer apart is its strategic focus on online sales and nationwide shipping – a rare approach for a local bakery.
According to NZ Post’s 2024 eCommerce Market Sentiments Report, two-thirds of Kiwis look online before purchasing. With  the Online Food Delivery market in New Zealand is forecasted to reach a revenue of US$1.44bn in 2024.
Living in Bombay, a small town south of Auckland, Claudia identified early on that delivering brownies directly to customers’ doors was a game-changer. “I saw other bakeries online that were shipping food, and I realised it was the best way to reach more people,” she shares.
Nationwide shipping has also allowed the bakery to remain resilient during challenging times, such as when roadworks outside the K Road shop slowed foot traffic.
“During this time, we focused on online marketing and orders to make up for it. Being able to adapt is so important for a small business.”
Managing rising ingredient costs, particularly for the premium chocolate that defines her brownies, has been another adaptability test. “I don’t want to compromise on quality, so I just focus on selling more,” Claudia says matter-of-factly.
The brownie obsession
While Claudia initially experimented with cupcakes and cookies, brownies quickly became a staple at The Sugar Dealer.
“Brownies are popular, they ship well, and people love them,” she says.
By streamlining her offerings, Claudia simplified operations while building a loyal customer base.
On average, The Sugar Dealer ships between 50 and 100 brownie orders daily, with additional trays sold in-store. Saturdays are particularly “hectic” says Claudia, “with up to five trays flying off the shelves”.
“It’s simple – our customers know what they’re getting, and we’ve perfected our recipe.”
Building a team and looking ahead
For Claudia, the joy of her business lies not just in the brownies but in the people she works with.
“Having a team has been one of the best parts of this journey. They’re funny, hardworking, and it makes every day so much more fun,” she says.
In the future, Claudia hopes to expand shipping across the Tasman to meet growing demand from Australia.
For now, Claudia remains focused on steady growth and product quality.
“Costs are high, but we’re making it work. The goal is to keep delighting customers with the best brownies around,” she says.
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