Saina Titus shares how passion, creativity and resilience helped launch North Industry in a tough economy Saina Titus
Image: Supplied.
As South Africa’s small food businesses navigate rising costs and shifting consumer spending habits, one local entrepreneur is proving that passion and creativity can still translate into opportunity.
Saina Titus, founder of North Industry, launched her pastry and events business in 2023, turning a lifelong love for baking into a growing brand focused on bespoke celebration desserts.
At 59, Titus represents a new wave of entrepreneurs who are entering the market later in life, driven by passion and purpose.
“I have always loved baking. Family and friends encouraged me to turn my passion into a business, and that is how North Industry started,” she said.
Titus identified an opportunity in the local market for desserts that deliver both visually and on flavour, particularly for special occasions.
“I saw that people wanted desserts that are both tasty and beautiful for their events,” she told Business Report.
This focus on aesthetics and experience has become increasingly important as consumers seek more personalised and memorable celebration moments.
According to Titus, presentation is no longer optional in today’s dessert market.
“Presentation is very important because people enjoy desserts that look beautiful and special,” she said.
Like many small businesses in the food sector, North Industry has had to contend with rising input costs and the realities of building a brand from the ground up.
“The rising cost of ingredients and building the brand have been some of the biggest challenges,” Titus said.
At the same time, tighter consumer budgets mean customers are more selective about where and how they spend. For Titus, maintaining perceived value has been key to staying relevant.
“I focus on quality, creativity, and good service so customers feel they are getting something special,” she said.
North Industry has positioned itself around key life moments such as birthdays, private events and seasonal celebrations. This strategic focus allows the brand to tap into emotionally significant occasions where customers are more willing to invest in premium experiences.
“Celebrations are special moments, and desserts help make those moments more memorable,” Titus said.
Innovation and adaptability remain central to the brand’s growth. Titus continuously evolves her offerings by keeping an eye on trends while staying responsive to customer preferences.
“Creativity helps me design unique desserts. I also follow trends and listen to customer ideas,” she said.
Reflecting on her journey so far, Titus emphasised the importance of mindset in building a sustainable business.
“I have learned that patience, passion, and consistency are very important,” she said.
Social media has also played a critical role in building visibility and demand, particularly for a visually driven product category.
“Social media helps people see my desserts and learn more about the business,” she added.
Despite the challenges facing small businesses, Titus remains optimistic about the future of North Industry. Her focus is on steady growth while maintaining the quality and creativity that define the brand.
“My goal is to grow the brand and reach more customers while continuing to create beautiful desserts,” she said.
As consumer preferences continue to evolve, businesses like North Industry highlight how niche offerings, strong branding and a focus on experience can help small entrepreneurs carve out space in a competitive and cost conscious market.
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