The Veronica Edwards Show
The Veronica Edwards Show
The Sweet Success of Pies by Di and Social Media Tips
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
This program is brought to you by:
Balanced Virtually
Be sure to visit BizRadio.US to discover hundreds more engaging conversations, local events and more.
Welcome to the Veronica Edwards show, where we have fun financial conversations that everyone listening can apply to their personal and professional life. I am your host, veronica Edwards, and we are back and it is season four here on bizradious and, as always, I want to thank the V Team for downloading and supporting the podcast, especially during the break we took a little break. So this is the first show for season four, my first guest to be on who? This guest has been on the show before because she's a serial entrepreneur, but this time we're going to talk about her latest entrepreneurship journey, which is baking, and this guest specializes in gluten free and dietary restriction friendly treats with traditional techniques but with an innovative twist, and I've been a witness to that. Just picked up some goodies yesterday for my son's school and she's also become quite the TikTok sensation, darling, and I'm trying to be like her so I can grow my business and be rich and fabulous like today's guest. So, without further ado, I would like to introduce the owner of Pies by Di, ms Diana Castile. Welcome.
Diana:Di, how are you darling? Thank you, oh, my goodness, I need to just take that clip and just replay it. That is like the best introduction I have ever had. You're like the world's best hype man, thank you so much.
Veronica:Thank you, I take pride. All my friends are like. If you need somebody to hype you up, call Veronica. So I take that as a compliment. So, di, for those that have not listened to your prior show, tell the guests all about you. Tell the guests, tell the listeners all about you, where you're from and your story that led you to be this serial entrepreneur.
Diana:So I am from Ohio by way of Alabama, which actually has a lot to you know a big part of my upbringing and how I do things, because I grew up in Ohio and we spent the winters in Ohio and the summers in Alabama with all of my mama's people.
Diana:And so yeah, I know that that that backwardness explains a lot about me, but it also, you know, when I was growing growing up, most of my family had some sort of business. Either it was a business that they worked full-time, or it was um like um, a side hustle, but either way we're still doing it, and so that was just kind of what I knew growing up.
Veronica:I don't think I ever knew that about you, that it's in your family, because for me I've met so many people of color where they're like first generation entrepreneurs, so that's cool to know that you came. You know that's the thread of what you grew up around.
Diana:Yeah, I had, you know, like I said, most of my family in Alabama. They had their own fishing businesses. They had their own fishing boats. My grandparents were into some real estate and they had rental properties. So, even though they had their full-time jobs, they had other businesses. My mom has had, you know, side businesses for my entire life and then she ended up starting her own cleaning business. So it's just it was. It seemed like a natural progression, even though education was the focus that my family had for me. Me being an entrepreneur just made sense.
Veronica:And so let me ask you this before we start talking about pies by dye you know I met you, 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 a travel agent, and that you own a construction company and all of these things. So how did you fall into? Okay, now I want to be a baker.
Diana:Well, so it's like the opposite sides of the same coin. My therapist actually had told me that I needed to find something for myself, because-.
Veronica:Shout out to the therapist. I just want to say that.
Diana:Right, and that's why I'm very open about it, because she was like, just like you just listed, I am doing like 50, 11 things. But she's like, well, what are you doing for yourself? And I was like, well, I mean. And she's like, no, no, no, but what are you doing for yourself? And I've always loved to cook and bake and again, that's part of you know. I grew up baking with my grandmother and my great grandmother and being in the kitchen with my grandfather.
Veronica:And so it.
Diana: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 a couple of extra pies one year for around this holiday time and I did a post on our next door and 67 pies later we were forming a business.
Veronica:Girl. So this all started a year ago, so 2023.
Diana:2022. It actually started in 2022. And then we actually officially became a business in 2023, because I wanted to make sure that when we launched the actual business, it was a business and not an expensive hobby.
Veronica:Girl, that's the business side of you that you knew, and I had already checked up on Diane. Like you got a different business bank account right. You're like absolutely, and the website looks amazing. So tell us about Pies by Dye. I love the name. I love the sketch of you that you use as your logo. I love it, love it, love it. Tell us all about it.
Diana:Thank you. Well, you know it's so funny you mentioned about me on TikTok, because the Pies by Dye name actually came about tiktok live that I was doing with somebody and so, yeah, that we were just kind of brainstorming ideas and pies by die was one of them and I loved it and it stuck. I didn't actually come up with it. Uh, shout out to shana from shop the Hood and so.
Diana:Yeah, once that. Once we had the name, then you know we Really leaned into the concept and so we even Did. I'm really glad you like the logo. I sort of did my own version of a focus Group with social media and I let people vote on which of the logos they like best, because we had three that we were picking from, and that's the.
Veronica:It was a an edited version of all of the comments that I got from the different ones, and so that's how we came about with it I love how you engage social media and we're going to continue talking about your favorite desserts and all that, but I want to skip to tick tock because, baby, when I tell you diana, you know me and diana you know of particular age, you know what I'm saying. So when I see my friend who's a little 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 some viral videos. I mean, don't you have a video that's over 50,000 people have seen?
Diana:Yes.
Veronica:That's wild. You have over 6,000 people following you. That's a big deal. So we always give different tips and jewels to the listeners. And since you're a very successful TikToker for us seasoned folks, those folks over 40 years old, over 50 years old, what advice do you give us for utilizing social media to help our business? Because I feel like I just get so overwhelmed. I'll reach out to Diana like I don't know what to say, and you like like say anything. And then I got a thousand views. I was like, oh okay, it's really not that hard. So I would love if you could give three or five tips of how to be successful on social media.
Diana:First of all, make the post. Make the post. I mean that's literally it's going to be uncomfortable. I'm still uncomfortable when I'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 from there. Um, and the other thing is you gotta be consistent, and I know some people say you know you gotta do it every day, you don't just be consistent with it. Uh, if you're going to post once a week, then make sure it's once a week, because you'll your followers are going to start wanting to see that. And then everything, remember that everything is content. So everything is content, if you are.
Diana:We just reorganized our kitchen and I'm going to shoot a video showing, you know, just a cross pan of what everything looks like. Now, everything is content and so, and just be yourself, that's it. That's the biggest thing with social media is that people just like feeling like you know the person that they're watching is relatable. That's why your videos are doing so well, because you're a person that people can relate to and connect with. You're not coming on, you know, all gussied up and all that other stuff. People feel I mean, you've seen my videos, I am, I'm me all the time and you know. So make the post and have fun with it.
Veronica:I like that. Make the post.
Diana:Yeah, yeah. That's why I keep going back to it is make the post, because you don't know who you're going to connect with. I never thought that I would have the response that I did.
Veronica:And you're killing it. I mean I'm just thankful, like when you share something I do. I'm like, okay, I would get a couple of people you know checking this out because you have such a following and you hit it on the head. You're consistent, you're relatable. I mean Diana got flour on her face, her apron, she talking trash.
Veronica:You know, we just laugh at what you be like, yo. This makes me want to bake pies and things like that, and a lot of times when I'm doing my posts, I'm literally on my couch. It's like the same angle. I don't have any lighting, none of that stuff, and I'm like this is crazy. But to your point, and my brand ambassador, jylan Farr, who's always like no, like, just post, like, does it matter? We'll push it across all platforms, just posting something, at least as a start. So I appreciate you for encouraging me to do it, because, even though I've just started doing this in the last month or so, I can already feel, you know, like, ooh, something is brewing here. Like, you know, there's opportunities and I'm reaching more people on TikTok than I ever did on Instagram or Facebook.
Diana:Bingo, and that's the biggest thing is that? And the other thing is that the content that you get from TikTok you can repost on Instagram and Facebook. When we started doing that, it just it changed people's connections with us, because when you're on TikTok it's not curated Like it doesn't have to be. You know this prettiness a lot of times that you see on Instagram, and so when you repost a video from TikTok, people are not expecting it to be that fluffy, instagram-ish look.
Veronica:Mm-hmm, mm-hmm. No, I totally agree, which makes 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't know, and people will be okay with that.
Diana:Listen, the posts that go the most viral are the people that are like laying in bed or you know bedtime conversations, all of that stuff, Because we all do it Like how many times have you? Been on the phone with one of your girlfriends and you like sitting in your robe with your feet up on your couch.
Veronica:Absolutely, absolutely. I agree. So I'm going to stay on that and listeners definitely get out of your comfort zone and try to utilize social media. It's free, it reaches a lot of people and that's something I want to talk to you about. Diana, with your pies, how can we order it? Because you've mentioned to me people have drove from Tennessee to get your baked goods, people have. You've met people in Spartanburg, all of these things, and I feel like a lot of that has to do with your social media presence. So how can we order your baked goods? Are there any stores? If we're living in Florida, could we access them?
Diana:So we don't. We're not in any stores yet. We are in two local coffee shops here in North Carolina. We are in conversations with two more coffee shops, but you can order from our website, piesbydyecom. We kept it simple P-I-E-S, b-y-d-i Dot com and we ship nationwide. I had seven orders that we shipped out yesterday and I think I've got nine more that need to be shipped out today, and we, you know we're going everywhere as close as Charlotte to Utah.
Veronica:Wow, I was just going to ask you where's the furthest that you ship something. Have you gone out of the country yet?
Diana:We have one international customer and she's in the Netherlands.
Veronica:Wow, and I have to ask how did she find out about you? Tiktok? I'm telling you I'm about to get rich off TikTok. People absolutely love TikTok. I'm telling you I'm about to get rich off TikTok. People absolutely love TikTok.
Diana:Low key. Most of the people that order from me are not gluten free. They just love my food and they don't know me from a can of paint. They just saw my videos and they, you know, or they'll come into one of my lives when I'm cooking and we are kiki-ing with our chicanery and then they'll literally like, I'll see them go out and you know, because I can see when somebody is at the website and then they come back in asking questions about you know what's on the website and the rest is history.
Veronica:Wow, and I want to touch on that. What makes you unique is that your baked goods are healthy, and typically when people hear gluten-free, sugar-free, they're like oh so it tastes like bark, it's going to be disgusting. And that's the complete opposite. My son, who's nine years old, loves these goodies. My aunt, who's almost 80 years old, that's diabetic, loved the cinnamon roll, cheesecake, honey, lemon pound cake, all of these great things, your carrot cake. So tell us why did you want to make gluten-free and sugar-free and some of these healthy items? Because, again, yes, it's great for us, but nobody's really doing it.
Diana:Right. So again, it always comes back to. This is passion for me because it affects me. I have a gluten allergy and I have a wheat allergy, my husband is diabetic, my daughter hasn't had dairy in over 10 years and my granddaughter is also lactose intolerant. Wow, so you know. And most gluten free. Anytime you get something with a dietary restriction, it's always more expensive. My issue is that it also tastes like cardboard. Like you said, we're not doing this and so, and because I'm I was already baking anyway I I just started kind of re inventing and re-engineering the recipes and desserts that I grew up with. Like my favorite dessert is our lemon pound cake. Like it's because it's very nostalgic for me.
Veronica:And it's so good. Just got some yesterday, Good God. My son was like can I get a second one? I was like no sir, that's it. We have three a piece, One for dad, 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:So he tore that up in the car and that's. That's what I wanted to have is that I don't think that anybody should have to give up or settle at. Really, I don't want people to settle on, you know, on what they may have had to change because of a dietary restriction. I am the leader of the big back brigade, so you know.
Veronica:I'm You're not the big back.
Diana: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 put that. I want every single thing that I make for that to resonate with people, and I want people to be able to, like your, your son and your, your aunt, to have that connection with that food and not be like I mean, it's all right 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 and I'm glad that I'm able to be able to share with everybody else. And you know, y'all got one cake for everybody else and then she's got a little sugar-free cupcake. I don't want people to have that experience anymore.
Veronica:And it wasn't until I got older and working with other people that a lot of people do have a gluten allergy and I used to think like, well, is that even real?
Veronica:This is something that just made up and you were like, no, ma'am, it's definitely real, and I just think that there's more things that they're putting in the foods over the years that we didn't experience when we were younger. So it is so nice now to have an option that is delicious and that's reasonably priced, because right now, this is a great time for you to be in this market because everything is so expensive. So I think maybe 10 years ago people would have said, oh man, this price is so high and really it's like nope, it's just as much. And actually I'm helping you from having a doctor's bill because this is healthy for you. So I just appreciate that you've done this, that this is your passion and that you're providing gluten-free, just dietary friendly treats, because that is really hard, I hate to say it, even in 2024, it's really hard to find. So you are a bit of a unicorn, clearly why people are trying to, you know, order your goods all over the world.
Diana:Yeah, and that is. I mean, I knew that it was something that we needed for my family, and so I you know, it's kind of like my approach that I've had with the rest of my businesses is like, okay, well, we can't be the only people in America that are looking for this. And you know, I I'm finishing up an order today that the lady's coming to pick up and because they're trying to be more healthy, and so it's gluten-free, dairy-free and sugar-free.
Veronica:Wow, the dairy-free gets me every time because it's like you're hitting all the corners. You got the vegans, you got diabetics, you got all of these different allergies and I can say listeners, I haven't had anything that you made that does not taste good. So I definitely recommend for people to check out your TikTok. Diana, we're already to the end of the show. I would love for you to talk about any fun things that you have going on, how we can support you, your TikTok, your Instagram, all your handles, your website You've mentioned it, but definitely plug that again.
Diana:Again. So our website is piesbydicom, it's P-I-E-S-B-Y-D-Icom, and when you go there, you're going to have to check out that lemon, um blueberry bread it's like a breakfast bread and a pound cake. Had a baby and produce that bread, I'm just saying and that cinnamon roll cheesecake will just make we'll, we'll change your life. So, with that said, you can also find us on um Facebook pies by die. Um Instagram is pies, underscore by underscore Di. And then, definitely, if you have TikTok, check out our TikTok. I'm piesbydi70.
Veronica:And I am on there at least once or twice a week, either posting videos, and I go live at least once a week cooking and doing kitchen hacks and baking hacks and you're hilarious, and anytime Diet is live, it's like come on, I'm like, girl, let me go in, let me check it out, because it is hilarious, and I'm so happy for you that you're this serial entrepreneur.
Veronica:You've been doing business for so long, but what we always talk about listeners is, I feel like your biggest success is P pies by die, because it's your passion and it's something that you like to do. So this has been a bit of a therapy session for me too. Like I'm like, what do I like to do? I don't. You know, I do accounting for, pay the bills, but you know, I got to figure out what is that thing that I can do as well, because it is easy to get lost in 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 very motivational to hear your story that you kind of just leaned in into what you naturally love to do.
Diana:Yeah, absolutely. You're never too old to do what you love.
Veronica:Oh, I love that.
Veronica:Well, diana, we are gonna have you back. We talked about this season. I want to have you on every other month, once a month, once a quarter, whenever you can, so we can talk about some of these desserts and how it's good for you and healthy for you and, you know, warning people about some of the other treats that might not be that good and the reason why they need to really invest in their health. So thank you again for making time out of your busy schedule to come on the show and I want to thank the listeners for tuning in to bizradious for the Veronica Edwards show on Wednesdays across all platforms and if you missed the live airing, you can always listen to all prior shows at veronicaedwardsbuzzsproutcom. So I'm about to eat me some limit pound cake right now, nine o'clock in the morning, thank you. Pies by Di.
Diana:You're welcome.