Story by: Kevin O.
When the world shut down in 2020, Marianna Vardanyan found solace in baking. The lockdown at the beginning of Covid-19 pandemic stirred childhood memories of food shortages and hardship, reminding her of the power of food to bring comfort in difficult times. Wanting to lift the spirits of her friends, she began making and delivering homemade tea cakes—without expecting anything in return. What started as a small act of kindness quickly grew into a full-fledged business, Valentine Sweets, a specialty bakery in Pasadena known for its organic ingredients, unique flavors, and deep-rooted mission of giving back to the community.
Marianna’s Journey with Valentine Sweets
“I started my business with just $400. The lockdown really reminded me of my childhood, growing up during the war when there were food shortages. I remember standing in line with my grandmother just to get bread. Each household member was only allowed a single slice, and I would watch people fight over food. I used to think, One day, I’m going to become a baker. But I never revisited that dream—until the lockdown”.
During that time, I noticed the mental health of my friends declining. I was talking to a few of them, and I could see they were really struggling. So I started baking my childhood favorite tea cakes—Russian-Polish gingerbread. At first, I made them just for fun and began dropping them off for friends without even telling them. But then I noticed something unexpected: baking lifted my own spirits too. It pulled me out of depression and anxiety, and at the same time, it brought joy to the people around me.
One day, a friend offered to pay for the tea cakes because she wanted to support my baking. That’s how it started—I baked and delivered 2,000 tea cakes using organic ingredients. I charged her $25 for them, and the next day, she posted about them on Instagram. She had just had a baby, and the tea cakes had her baby’s name on them. After that, more friends began placing orders.
One of my first customers was a doula, and she introduced my tea cakes to her clients. That connection led to more orders, and soon I found myself baking for a growing community. As I kept baking, I started donating tea cakes to support different causes. I contributed to Be a Lemon, and a friend of mine co-founded a nonprofit called Amplified Empathy, which was based near the freeway in Burbank. I couldn’t physically attend protests because I had a small child at home, but this was my way of supporting the movement.
Then, when the explosion happened in Beirut, I felt compelled to help. I created a special edition of tea cakes inspired by Lebanese flavors, spelling out “Beirut” with heart-shaped designs. I sold them to raise money, donating the proceeds to support those affected by the tragedy. I documented everything on Instagram—I can share the link with you if you’d like.
Giving Back and Finding a Home for Valentine Sweets
My third annual toy drive was really special. I’ve always been inspired by my uncle—he was the president of the Red Cross in our region when I was growing up. He would give so much of himself, even taking things from his own home to help others in need. That left a lasting impression on me.
When I was eight years old, I joined the Red Cross as a volunteer. I stayed with them for eight years, and eventually, they hired me. I worked there for two years before moving here. Giving back has always been a part of who I am—it makes me happy. I truly believe my purpose in life is to spread love and joy. That’s why our business isn’t just about profit. We use organic ingredients, we’re transparent about what we bake with, and we never take shortcuts. Even selling our products brings people comfort because they know they can trust us to use the healthiest ingredients.
As the business grew, I knew I needed a dedicated space to bake. I started looking for a rental kitchen, but everything was booked—so many small businesses had launched during the lockdown. One day, I was driving around Pasadena, and I saw this bakery space. I thought to myself, I wish this was mine. Then I wouldn’t have to worry anymore.
The very next day, my husband saw an ad for a business offering their commercial kitchen for lease. We reached out, and the owner looked at my Instagram. She hadn’t thought about renting out her space before, but after seeing my work, she told me, I don’t know if my husband will agree, but do you want to take over? She and her husband owned multiple locations and didn’t have time to manage this one. They lived by the beach and rarely came to Pasadena. The next day, she offered me the space. I was in shock—I just started crying.
Taking the space was terrifying because we were on a tight budget, but we decided to go for it. Our bakery is named Valentine Sweets after my daughter—her name is Emily Valentine. When we moved in, I started taking down an old Vanilla Bake Shop poster that was still up in the space. As I peeled it away, I saw something underneath. There, printed on the wall, were the words Valentine Sweets.
I took a picture and sent it to the previous owner, asking, What is this? She told me it was an old promotion they had done for Valentine’s Day—five years ago. I couldn’t believe it. That was already our business name! I sent the photo to my friends, and they all said, This was meant to be.
Now, here we are. Running a business isn’t easy—it never just falls into place. Every business owner learns that. It takes footwork, persistence, and a lot of heart. Pasadena is such a special place—it feels like its own little piece of L.A. People can come here, enjoy an evening, and experience something truly unique. I love it. I love baking. And I love sharing this story.
Growing Valentine Sweets and Giving Back
Marketing is always a work in progress, but getting an article out there is a great way to boost visibility. When people search for keywords like Valentine Sweets or Pasadena bakery, it helps us show up more. The more people click on and share the article, the higher we’ll rank in search engines. It’s a free way to get exposure, and I definitely want to share it with my audience.
As for the future of the business, my dream is to have enough customers that I don’t have to stress about daily sales. I believe in my product, I believe in the quality of our ingredients, and I know my employees believe in it too. It’s just a matter of time and making it through the tough months—especially in January and February, which are slower for bakeries.
Ideally, I’d love to open at least one more location. I’ve thought about expanding to Orange County, but location is everything. It’s not just about finding a nice space—it needs to be in an area with strong foot traffic, where people naturally stop by as part of their daily routine. Those impulse visits make up a big percentage of sales. At the same time, we’re using high-quality organic ingredients, which means our prices are a little higher than a typical bakery. Some people come in just to check us out but don’t always buy something, even though they love the concept and eventually return. That’s why we need to be in a location that attracts the right audience—people who appreciate and prioritize quality ingredients.
Beyond growth, I also want to continue giving back. Right now, I’m struggling a bit because we’re short-staffed, and I’m juggling everything myself. I’d love for the business to run smoothly enough that I can focus more on the creative side—like our annual toy drive, which is something that brings me so much joy. It’s our fourth year doing it, and I know my team enjoys it as well. We usually set it up online, so people can purchase toys, drop them off here, and then we box everything up and send it to the right center.
This year, I’m considering donating to an orphanage in Altadena. I recently saw a missing child alert and started looking into it. It turns out there are a lot of missing kids in Altadena, and unfortunately, many of them are from orphanages. A friend told me that kids in those centers often run away, which is heartbreaking. I might also do something for Santa Clarita later this year.
At the end of the day, I just want Valentine Sweets to be a place that brings people joy—whether that’s through the desserts we make or the ways we give back to the community.
Today, Valentine Sweets is more than just a bakery—it’s a passion project fueled by love, resilience, and generosity. Marianna’s journey from baking in her home kitchen to running a thriving storefront is a testament to her dedication to quality and community. Whether through her carefully crafted desserts or her philanthropic efforts—such as annual toy drives and supporting underprivileged children—she continues to spread joy one sweet bite at a time. As she looks toward the future, her dream is simple: to grow Valentine Sweets into a sustainable business that not only delights customers but also serves as a platform for giving back.
Continue to follow Marianna and her jouney at: www.Valentinesweets.com
