We’re looking forward to introducing you to Yumna Jamal. Check out our conversation below.
Yumna, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What are you most proud of building — that nobody sees?
People see the outside — the Instagram posts, the gloss, the glamour — but what I’m most proud of is what lives beneath it. Everyone tends to notice the finished product, not the various obstacles, the late nights, or the small defeats that got us there. From day one, building a business that stood out from the rest meant pouring in time, thought, and care, and that work hasn’t stopped. Every order is more than dessert cups and a box; it’s a hand-curated experience, carefully made, and, yes, color-coordinated down to the ribbon because those little details matter to me.
However, that attention to detail comes at a cost. Burnout is real, but I wouldn’t trade it for the world. Watching my family and I create something real and beautiful is a kind of pride money can’t buy.
What I’m most proud of isn’t the look or the likes. It’s the people AYN has brought together, the care in every single dessert, and the way a dream that once felt out of reach is now our everyday.
Can you briefly introduce yourself and share what makes you or your brand unique?
There’s a Latin phrase, “sui generis”, meaning unique or one of a kind, and I find that to be what AYN embodies. Every treat we create is unique in its own way. From the flavors and decorating to the packaging and photography, every aspect of AYN seeks to create a one-of-a-kind experience. Although our initial focus was primarily on dessert cups, given that they weren’t widely offered in Austin, our brand has expanded to offer other delectable mini desserts, such as our petites and cakelettes. As someone who is extremely passionate about weddings and food styling, our services also include customized dessert tables, which give clients the opportunity to tailor their dessert tables to perfectly match their events. After all, our clients aren’t simply ordering desserts to add to their menu, they are providing their guests with an experience – The AYN Experience!
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My work ethic is something I owe to my parents, though I only came to fully appreciate it once I started AYN. Growing up, they didn’t just tell me to work hard; they displayed it in their actions. I watched them work tirelessly through early mornings and sleepless nights to ensure that whatever they did was to the best of their ability. At the time, I accepted it as normal, but building AYN pulled back the curtain and showed me what their example really meant. It showed me that doing your best isn’t simply about results; it’s a daily practice that shapes your character, stretches your limits, and makes the work itself meaningful. The lessons they gave me now sit at the center of how I run my business, how I push through exhaustion, and how I keep reaching for a better version of myself.
What did suffering teach you that success never could?
They say, if an obstacle doesn’t break you, it’ll make you stronger, and I find that to closely relate to the struggles that both my business and I have experienced. Before the start of AYN, I would perceive my life to be a place where every door I sought to open remained shut. This wasn’t just metaphorical; almost every opportunity seemed to end with disappointment, and, I must admit, this did pull me down for quite some time. However, amidst the setbacks, there was a part of me that understood that God was preparing me for something greater; something that would show me who I was; something that would let me realize what I was capable of; something like AYN. Not to be overly dramatic, but I firmly believe that the struggles and suffering I experienced not only paved the way for the development of AYN, but also allowed me to truly appreciate the blessings that followed – something that immediate success would never have been able to accomplish.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Whose ideas do you rely on most that aren’t your own?
As a small business that started off on social media, I must admit that many of my ideas were, and continue to be, influenced by other amazing entrepreneurs I came across along the way. With regard to what we sought to specialize in, it was quite a challenge to figure out how to package and transport these delicate and handcrafted dessert cups. During my scroll through countless hashtags, I stumbled upon Nasim & Co., a woman whose creative approach became a huge inspiration for my business. With limited resources of my own, I learned so much from her innovative methods and gained a deeper appreciation for the art behind dessert cups.
Another creative whose ideas had a great impact on me is Adam, the mastermind behind Cakes by Adam, and the individual who brought the idea of cake and couture under one umbrella. I’m a firm believer in giving credit where it’s due, and even though I wasn’t aware of his work when I first launched AYN, it was always a dream of mine to bring the two industries together. Many thought this idea was unconventional, even a little crazy, but it was something I continued to remain passionate about. Discovering Cakes by Adam was my reassurance and pushed me to pursue my passion. It gave me the confidence to bring this niche to Austin and show the world that dessert makers aren’t just bakers, but designers with a unique artistic flair.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Are you doing what you were born to do—or what you were told to do?
While most parents are typically planning out their children’s futures and considering the various positions that would be appropriate, whether that is a doctor or an engineer, I found my parents to be quite the opposite. They always wanted what was best for me, but that never meant pushing me down a path that they saw fit for me. Rather, they taught me to pursue what I enjoyed and what I was passionate about. More importantly, something they always told us was to trust in God’s plan and understand that He is the Best of planners. That belief allowed me to explore without fear and to risk failure because I wasn’t trying to meet someone else’s ideal—I was learning to honor a purpose I felt inside.
Looking back, I don’t consider this path as one that appeared out of nowhere. It was always there, threaded through childhood afternoons in the kitchen, experimenting with ridiculous flavor combinations and learning how small details change everything. Those enjoyable, yet messy beginnings were slowly preparing me for what I was to begin—AYN Delights—a dream of mine that I believe I was born to do.
Contact Info:
- Instagram: https://www.instagram.com/ayndelights.atx/
- Other: Email: ayndelights@gmail.com
Image Credits
Nusaiba Jamal
Lexi Kendall Photography
Double Knot Pictures
