Company History

Sarah's Stands Company History

Sarah’s Stands started as an itch that I needed to scratch. A simple concept that had always lingered in the back of my mind. Ever since I was a little girl, I wanted to make something that people wanted to buy. Something beautiful and well-crafted. Something that brought people joy and helped them feel special. When I could not find a quality cake stand for my wedding cake, my then fiance´ and now husband, Aaron, casually commented, “Why don’t you make your own?”  

There it was, my something.

With my husband's encouragement and help, I spent most of our honeymoon figuring out what was wrong with the current cakes stands on the market and working on how I could make a better one. We invested some of the money we had received as a wedding gift, about eight hundred dollars, and soon enough I was crafting and painting Sarah's Stands cake stands in the garage. They were beautiful and I sold the first one to a lovely baker in Bountiful, Utah to use at her own wedding. I was over the moon happy. Aaron pointed out that I had actually lost fifty cents on the entire deal but I was too happy to care. I had made something and someone had wanted to buy it. Going forward, though, I told Aaron he was now in charge of Sarah’s Stands finances. Despite having a background in the arts, Aaron is good with budgeting and numbers so he became the Chief Financial Officer of Sarah’s Stands.

Not too long after that first sale, Brides magazine asked if they could feature my cake stands in an upcoming issue. After that issue came out, business began to pick up so much that I could no longer make all of the cake stands myself. I found a manufacturer in Pennsylvania that does incredible work and they took over the making of the cake stands. In fact, they still make the Natural Beauty cake stands. And, when my friend, Derek, said he was looking for something new to do, I immediately asked him to come live with us and help us build the company. I was thrilled when he said yes. Derek has been my longtime friend and I would trust him with my life. He is one of the most meticulous and reliable people I know (plus, he was one of the bridesmaids at my wedding). I knew I couldn’t ask for a better person to join me as a partner of the company.

Derek came on as Chief Operating Officer in 2011 and, since then, our business has continued to grow. To date, we have sold cake stands to 28 different countries. Our cake stands have been featured in several dozen national and international magazines, a NBC television sitcom, a Super Bowl commercial, and two Bravo reality tv shows (yes, that was my 22 inch Picture Perfect cake stand at Kim's baby shower on the Real Housewives of Atlanta and I couldn’t be prouder). Despite all this growth, we are still a small company. The three of us still handle all of the day to day activities of running Sarah’s Stands. This helps ensure that you receive a great product with the amazing customer service you deserve.

Sarah Aaron Derek of Sarah's Stands

Maybe it is my years of studying film, or Aaron's graduating clown college, or the fact that I met Derek while we were doing a theater apprenticeship. All of us believe that you need to be about more than what is on the surface. We aspire to build a company that is about more than just buying and selling. We are a company that makes great cake stands and sells them for a profit (I have learned a lot since Bountiful) but we aspire to be more than that. We have built Sarah’s Stands around three deeper ideas: Empowerment, Craftsmanship, and Curiosity.

Empowerment. I have always believed that the world is at its best if the people in it are empowered to be their true selves. To be who they are and not forced to be something else. We at Sarah’s Stands embrace and encourage people (customers, employees, contractors, manufacturers, friends, family and everyone else whose life we touch) to be who they are.  Does this mean we will always all get along? No, and that’s okay. But we believe the world is a richer, more beautiful place when people are empowered to be true to themselves.

Craftsmanship. The world is full of stuff. Our houses are full of stuff. Our lives are full of stuff. And, believe me, I am certainly not here to tell you to stop buying stuff (heck, I like my stuff). But, if you are going to have stuff, I think it should be good stuff. Stuff that is crafted, designed, and made with quality in mind. If you are going to spend your time, energy, and money to bring something into your life, shouldn’t it be well-crafted? When I spend my time making stuff, I make it with the best craftsmanship I can. I view stuff as I do friends. I would rather have a few great ones that last than a whole bunch that just get in the way. If you surround yourself with people you love and well crafted stuff that brings you joy then, to me, that is the recipe for a good life.

Curiosity. The world is a vast and beautiful place full of people with all kinds interesting stories and fascinating ideas. So, why would you want to limit yourself and not see what’s out there? I started this company based on my curiosity to see if I could sell something that someone would want to buy. And, as a company today, we aspire to continue to be curious. We're curious about ourselves. Can we do better? What else can we make? How big can we make this company? Where will Sarah’s Stands take us? We are also curious about you. Who are you? What do you like? What do you want from your cake stand? What do you want from your life?

Thank you for being curious about us to give this a read. And, thank you to Aaron and Derek for helping to empower me to be the CEO of Sarah’s stands. I am thankful every day that what I craft adds a little something special to people's lives.

Sarah Falk
CEO, Sarah’s Stands