Danielle Armstrong

So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

It’s so nice to meet you, too! I’m Danielle Armstrong, originally from Maryland and now happily living in St. Petersburg, Florida.

I’m the founder of Decadent & Dainty, a boutique bakery where I turn buttercream into flowers, cupcakes into art, and my kitchen into what is essentially a very small, very sweet production studio.

When I’m not creating desserts or illustrating, you can usually find me on a tennis court or spending time with Winston, my mini poodle and self-appointed Chief Tasting Officer. He takes his position very seriously, although his qualifications are questionable.

Tell us one thing you love about where you live now.

One of the things I love most about St. Petersburg is its wonderfully creative spirit. There’s always something happening, whether it’s an art show, a local market, or discovering a new little spot around town. It’s the perfect place to build a business that combines my love of art, beautiful things, and making people smile.

And as a dog mom, I have to mention how incredibly dog-friendly St. Pete is! Winston, my mini poodle, is basically living his best life here. Between the dog-friendly patios, parks, and waterfront walks, he has a much better social calendar than I do. Honestly, I think he may be the more popular Armstrong in town.

Tell us a little more about what your company does and how it started. How does it help your customers?

Decadent & Dainty was born in spring 2024 after I decided to trade my corporate career for a much sweeter one. Following the loss of my father, I found myself rethinking how I wanted to spend my time and what I wanted to create. The answer was something I had always loved: art and pastry.

I studied under renowned French pastry chef Roland Mesnier, and I’ve always been drawn to the artistry of food. With Decadent & Dainty, I bring those worlds together by creating handcrafted buttercream floral cupcakes and edible bouquets.

I like to think of my work as a little more than dessert. My customers come to me when they want to make someone feel truly special—whether it’s a birthday, a celebration, a thank-you, or simply a “you deserve something beautiful” moment. I turn their ideas into edible works of art.

At the heart of it, I want to make people smile.

If someone wants to start a business, what advice would you give them?

My biggest piece of advice is to just start—but go in with your eyes wide open. You don't need to have every detail figured out before you take the leap, but you do need to be willing to learn, adapt, and occasionally question your life choices when you're still answering emails at midnight!

Understand the business side just as much as the creative side. Passion is wonderful, but it doesn't pay the bills. Know your numbers, price your products or services appropriately, and don't be afraid to say no to opportunities that aren't right for you.

And perhaps most importantly, don't wait for permission or the perfect moment. If I've learned anything, it's that life is too short to keep putting off the things that make you feel alive. You can always learn something new, change direction, or figure it out along the way.

What is one piece of feedback from a happy customer or client that you won't forget?

One of the most rewarding things is hearing that something I created made someone’s day—or even brought a few happy tears! I love when customers tell me that their recipient couldn’t believe the flowers were actually cupcakes. There’s something pretty wonderful about watching someone realize that a bouquet they thought was made of flowers is actually dessert.

But what really stays with me is when customers tell me they’ve given my creations to someone who needed a little extra joy. It reminds me that I’m not just making cupcakes; I’m helping people celebrate, connect, and make memories.

Where do you see your company in the future?

I see Decadent & Dainty continuing to grow into a recognizable luxury gifting brand, known for creating beautiful, unexpected, and truly personal pieces of edible art. I'd love to expand my collaborations with luxury brands, boutiques, and businesses that appreciate the artistry and craftsmanship behind what I do.

I also want to continue exploring the world of illustration and finding ways to bring it into the brand. There are so many possibilities when you combine art and pastry!

But growth, for me, doesn't necessarily mean becoming bigger. I want to be intentional about what I create, who I work with, and how I spend my time. I don't have a grand vision of opening a massive bakery with 47 employees and a cupcake assembly line. (Although I may need a few more hands during the holidays!)

My goal is to build a business that is creatively fulfilling, financially sustainable, and unmistakably Decadent & Dainty. I want to keep making things that make people stop, smile, and say, "Wait... those are cupcakes?"

What is the biggest misconception about your industry?

I think the biggest misconception is that baking is easy—or that because something is edible, it should be inexpensive. There's a big difference between baking a cupcake and creating a buttercream flower with dozens of individually piped petals. I promise, there's no "easy" button for that!

People often see the finished product and don't realize the hours of practice, precision, and patience that go into it. Every flower is made by hand, and no two are exactly alike.

I also think people underestimate how much goes into running a small business. I'm not just the baker. I'm the artist, the photographer, the marketing department, the delivery driver, and the person answering emails at 10 p.m. It's a one-woman show, with Winston supervising, of course.

At the end of the day, what I create is more than a cupcake. It's a little piece of art designed to make someone feel special. And I think that's worth appreciating.

What has been one of your biggest struggles building your business, and how did you deal with it?

One of my biggest struggles has been learning that being good at what you do and running a successful business are two very different things. I came from the corporate world, where I had a team, resources, and a pretty clear idea of what success looked like. With Decadent & Dainty, I suddenly became the baker, artist, marketer, accountant, delivery driver, and customer service department.

The other challenge has been learning to balance my creative vision with the business realities. I want every creation to be beautiful and every customer to have an exceptional experience, but I also have to make sure the business makes financial sense.

I've dealt with these challenges by staying flexible, learning as I go, and being willing to rethink things that aren't working. I've also learned that saying no can be just as important as saying yes. Not every opportunity is the right opportunity.

I'm still figuring it out, but I've learned that building a business isn't about having all the answers. It's about being willing to ask the questions, make adjustments, and keep moving forward—even when the path looks a little different than you expected.

Who was your favorite music artist and athlete growing up?

My favorite athlete growing up was Steffi Graf. I was completely captivated by her. Her athleticism, focus, and competitive spirit were incredible. Little did I know that years later, I’d be playing competitive tennis myself.

As for music, it was The Supremes. I loved their style, their harmonies, and their glamour. Diana Ross and the girls had a way of making everything feel a little more fabulous. Looking back, I suppose my love of beautiful things and a little drama started pretty early!

Any shoutouts you want to make?

Absolutely! First, a huge shoutout to my husband, Michael, for supporting me through this crazy, creative adventure. Starting a business is a lot easier when you have someone cheering you on—even when your kitchen is covered in buttercream and you're convinced you need just one more box of packaging!

To my customers, thank you for trusting me with your celebrations and allowing me to turn your ideas into something special. Every order means more to me than you know.

And of course, a shoutout to Winston, my mini poodle and Chief Tasting Officer. His contributions to the business are questionable, but his enthusiasm is unmatched.

Finally, to my dad. Losing him was one of the things that made me realize how precious time is and how important it is to pursue the things that bring you joy. In many ways, Decadent & Dainty is a reminder of that.

Where can our readers learn more about you and your company?

You can find me and all things Decadent & Dainty at www.decadentanddainty.com, where you can explore my edible floral creations, custom desserts, and illustrations.

For a peek behind the buttercream, a little more of my creative process, and the occasional appearance by Winston (who takes his Chief Tasting Officer duties very seriously), follow along on Instagram at @decadentanddainty.

I’d love to have you join our little corner of the internet.