Locals Only: Mia Natsume

We won't find another Mia Natsume: artist, Hollywood royalty, marketing guru, foodie with all the hookups. This woman is rounder than well-rounded. Her company Ticings is killing it in the sweets world and we want you to know about it. If it inspires you, even better. Yummmmmm.

Who are you?
Mia Natsume: entrepreneur, single mom, foodie.

What is your creative discipline?
I’ve been a brand identity designer/art director for advertising agencies, design firms and direct clients, before focusing my creativity on my own products (under the name Sweettoof Studios).

What town are you from?
I was born and raised in Los Angeles, but migrated to Los Gatos in Northern California as a teen, only to return to L.A. after a short stint in New York.

What brought you (back) to LA?
My ex- husband.

In what part of LA do you create?
In the South Bay, specifically El Segundo — it’s wonderful for its access to major points of L.A., proximity to the ocean and resemblance to Mayberry.

Describe your creative process and the product that results from it
I create contemporary, customizable edible appliqués called Ticings® — they peel and press onto soft-frosted desserts for a quick and easy decoration (see http://www.ticings.com, http://www.facebook.com/ticings, http://twitter.com/#!/ticing and http://shopticings.tumblr.com/. We also make natural sprinkles and sugars blended with herbal, floral and fruit essences to create artisanal decorative toppings. They make wonderful alternatives to artificially flavored cake sprinkles and drink rimmers.

How did you come up with the cupcake toppers concept? And, what was the process for creating edible art?
It was my daughter who commented on the unappetizing taste of the store-bought multi-colored sprinkles garnishing her frozen yogurt one day. I tried a taste and was surprised at how bitter and chalky they were. Out of curiosity, I began looking into decorating supplies in general. I also became familiar with edible photo cakes but wasn’t enamored with the garish colors and snapshot imagery; the idea of celebrating a birthday or a holiday by eating somebody’s disembodied arm or face (AKA my daughter’s) on my dessert seemed unappetizing.

Being able to apply a customizable and contemporary graphic onto a cupcake seemed like a timely concept, however, so I utilized my design background to create a library of pre-printed edible images in late 2009. In January of 2010, I launched the Ticings website. Fast-forward to today: we offer customized and pre-printed Ticings produced in the U.S.A. on a propriety printing system that allows us to produce extremely detailed edible imagery, on demand, in sizes from half an inch to 2’x 3’ long.

Who do you think your target audience is? Who is buying edible art?
Our clients include pastry chefs, corporate event planners, cake designers, home bakers and design-savvy moms who appreciate modern design combined with an efficient and memorable way of decorating. By adding their own flair and touches to the designs, each design becomes unique. Our buyers support our commitment to using authentic ingredients whenever possible and look to us for contemporary decorating ideas, recipes and new products.

Describe your workspace: the environment you create in.
Our light-filled design studio is the incubator of our creative process. A mile from the beach and close to LAX, most of the conceptual and illustrative work, photography, styling and print production is done. The digital nature of our creative process allows us to create or collaborate from almost anywhere, though, so I’m able to work almost anywhere, and with people from all over the globe. We have a commercial kitchen in West L.A. for manufacturing, although we’re searching for a space closer to our main headquarters.

Where did you learn your craft?
From my parents. My mother was a fashion illustrator who enjoyed beauty in all forms. She set an elegant table no matter the occasion, and prepared international foods for her family and friends on a regular basis. My father was a set designer for Columbia Studios; he later became a designer for Walt Disney Studios in Burbank and designed Space Mountain and much of the original Tomorrowland during the time of Walt Disney. I grew up influenced by designers, sculptors, painters, directors, and writers in a home filled with creative energy. Later, when I was awarded a full scholarship to study fashion design at Parsons, I moved to New York, but switched my focus to graphic design to pursue a career in advertising. Creating advertising and brand identity for high profile companies forced me to work under pressure with short turnaround times, so deadlines don’t frighten me. The culinary arts have always intrigued me, so Ticings is really the best of all worlds.

Who/what is your greatest personal inspiration?
My family and heritage is extremely important especially from the perspective of presentation and paying attention to the details, as well as creating with the freshest ingredients.

My daughter is also a great inspiration. Inquisitive and honest, she reminds me to cherish every moment and take time for the important things.

Who do you admire in your field?
I loved the work of Waylynn Lucas when she was at the SLS Hotel, as well as Kristy Choo of Jin in Venice. In the non-pastry category, I enjoy the work of Chef Pati Zarate and the philosophy behind Homegirl Café. Her vegetarian based tacos are yummy. Misa Koketsu of Three Stone Hearth, which is located up North in Berkeley, CA, also inspires me. Her dedication to nutrient-dense cooking and community-scale food preparation fascinates me.

Anyone else in LA that you think is doing great work in your field?
Locally, I admire the work of Jamie Cantor. She bakes wonderful things and we are honored to work with her.

What do you consider your greatest achievement or success to date?
Creating Ticings has been truly invigorating, especially to receive the attention of so many decorating enthusiasts, potential investors, professionals, the media, etc. And connecting with a broad audience who want new choices has been a wonderful achievement to have under our belts.

What is the best thing about your creative endeavor?
Being able to work with so many talented individuals and entrepreneurs who are forging new ground has been incredibly rewarding.

The toughest?
Wanting to be all-natural and organic in a category that is the antithesis of that. It’s hard but I’m trying.

What are your top 3 LA influences, inspirations or spots?
The Pacific Ocean provides a calming respite when things get too chaotic. I love the energy of the new Downtown LA and all the up and coming restaurants—something that was much harder to find when I was growing up here.

How is LA a great place to create?
L.A. is a unique place that draws people from all over the world, and thus creates a one-of-a-kind environment to pursue artistic endeavors.

Do you have a philosophy and/or words to live by?
Speak softly and carry a big tube of organic buttercream.

Where can we find you?
http://ticings.com
http://twitter.com/#!/ticing
http://www.facebook.com/ticings
http://www.teacakebakeshop.com/index.cfm/a/catalog.catshow/catid/186
http://blog.amyatlas.com/2009/11/ticings-edible-icing-sheets/
http://blog.amyatlas.com/2010/09/new-halloween-ticings-edible-sheets-giv...
http://projectnursery.com/projects/tralala-birthday-party-for-hannah/
http://www.coolhunting.com/food-drink/ticings-1.php
deandeluca.com (beginning 9/12/2011)
http://ticings.goodsie.co

You can also find her at the Abbot Kinney Festival this Sunday. Delicious!