Interview: Tarts Anon

One of our favourite – and certainly our most delicious – clients, Tarts Anon, are here to dish out their best business advice for those considering taking the plunge, or owners who are already in the thick of it but could always use another tip or three. Here’s Catherine, co-founder of Tarts Anon…

How did Tarts Anon come to be? Why tarts?

Tarts Anon started out of our small apartment during Melbourne’s lockdown, mostly out of boredom. Gareth (who does the baking) was making various pastries at home and (over time!) I convinced him they would be good enough to sell. I have always had an interest in photography, so started up the Tarts Anon Instagram and did a flyer drop in our apartment building. From there, everything escalated pretty quickly!

What’s been the hardest thing about being in business so far? And the hardest lesson learnt?

I think the hardest thing has been knowing when to take a risk and when to be patient. We’ve been really fortunate in that Tarts Anon started as a passion project and we didn’t really have any long-term projections for the business, so we were able to make it work for us in and around our existing jobs and lifestyle. As we’ve grown, though, we’ve needed to really work out systems and processes so that the business can grow sustainably. The hardest lesson has been knowing when to outsource some of the work! It’s hard to let your business go into other people’s hands, but at the end of the day it’s the only way to truly grow. 

If you could give one piece of advice to someone considering a foray into business, what would it be?

That’s a tough one because I don’t consider myself an expert at all! I think the main thing we’ve always tried to do is be authentic, believe in our product and while it’s ok to take inspiration, I think it’s really important not to copy other businesses you look up to. 

What has been key to your success so far?

Social media has played a huge part in our success – it’s amazing how quickly Tarts Anon grew purely through Instagram. Of course, it wouldn’t have happened without having a really good product in the first place. I think you need to have both, really. 

How has Future Advisory helped you along the way?

I still remember calling Jase (our accountant) when we first started selling tarts. I think I said something like “so, we started a business… what should I do?” 

Jase and the Future Advisory team have really held our hands through the whole process. Tarts Anon has grown pretty rapidly and they’ve helped us structure the business in the right way for us at each moment in time. Not to mention, they also had vision for Tarts that we mightn’t have had ourselves! They have been so encouraging of the business and really pushed us to take Tarts to the next level (in the best way possible) and set us up for our future. They take care of pretty much everything and continue to be there to answer all my basic business questions, whether it’s about our payroll, financing, business structure and taxes. We really couldn’t have done it without them. 

What’s your favourite tart flavour?

Gareth is currently developing a new Tomato, Polenta and Fontina Tart and based on the testers I’ve been lucky enough to get my hands on, it’s just jumped to the top of my list! My favourite sweet one is the Tiramisu and Gareth’s favourite is the Cherry and Almond. You can’t go wrong though!

You can order from Tarts Anon online, or visit them at their Cremorne space. 

Our offices locate in South Yarra, Melbourne CBD, Perth,…. Need help with your business idea? Here’s where to find us.