Known for her calm demeanor and meticulous baking skills, Claire Saffitz has become a household name among baking enthusiasts around the world. Despite her experience, she admits that she still feels a little nervous about her recipes. “I’m not actually anxious, but sometimes I get that feeling of ‘Well, I hope this works out,'” she says. The emotion stems from the success of her two New York Times bestselling books, Dessert People and What Dessert Is (Clarkson Potter). “I’ve had so many recipes fail. I know it’s a cliché, but you learn so much more from your mistakes than from your successes. I’ve made mistakes so you don’t have to.”
Baking teaching methods
Claire’s entry into the world of baking was unexpected. As a child, she never imagined she’d become an internet baking star. “I’m not a natural performer. I don’t really like the feeling of being watched, seen, or looked at. So, I don’t think it’s likely that I’ll ever work in this industry,” she shares. However, her love of teaching made video the perfect medium. “Video is by far the best format for teaching people to bake. You can write the most precise recipe ever and it still won’t be as detailed as just showing someone how to do it.”
Saffitz’s YouTube channel has over a million subscribers, a testament to her ability to demystify baking and make it accessible. Her videos serve as practical guides for both new and experienced bakers. “I try to really demystify the baking process and make it less intimidating for people,” she says. Her approach is to encourage viewers to take small risks, embrace the learning process, and remind them that even mistakes have value.
Carefully crafted recipes
Writing recipes is an extremely labor-intensive process, especially for someone as meticulous as Saffitz. “Writing a recipe is like an ultramarathon, it’s a long process and it takes a lot of stamina,” she explains. Unlike other types of recipes, baking requires precise measurements and techniques, which makes the development process even more challenging. “With baking, you have to wait for it to bake, then wait for it to cool, then troubleshoot it, then try again.”
Her first book, Dessert Man, was designed to cater to bakers of all skill levels with a variety of recipes. In contrast, What Dessert Is is more about simplicity. “It’s like a giant puzzle, and each recipe is a piece; you try to put them together and make something that looks cohesive.”
Balancing traditional and digital media
Despite her success on YouTube, Saffitz still values traditional media. “I still feel like I have one foot in the more traditional media world of magazines and publications, which is great because I also love to write,” she says. Her background in food media and formal education, which includes culinary school and a brief stint in culinary history, gave her a solid foundation. “Media became the perfect middle ground where I could still write but I could still be in the kitchen.”
Saffitz’s presence on YouTube allows her to reach a wider audience. “There are many different kinds of audiences, and the YouTube audience is definitely different than the New York Times audience,” she notes. This dual approach gives her the flexibility to explore different aspects of her work while reaching different communities.
Famous but down to earth
Despite her fame, Saffitz remains humble and approachable. She receives countless questions from fans and tries to help whenever possible. However, she admits that some questions can be overwhelming. “More than once, probably several times, I’ve seen comments or direct messages like, ‘Claire, I have a question. I’m in the aisle at the grocery store. Which chocolate should I buy?’ I just feel like, I’m not a baking hotline.”
Saffitz’s ability to connect with her audience is evident. She stresses the importance of building confidence in the kitchen and encourages viewers to experiment and learn from the experience. “I really try to encourage people to take a little risk and do something that makes them feel a little uncomfortable because when something does work out, it’s like a victory.”
Future Efforts
Looking ahead, Saffitz is excited about exploring new baking projects and expanding his own baking repertoire. “There are certain types of breads that I’d love to delve deeper into. A lot of yeast-rich stuff. The whole sourdough space, I think there’s a lot to explore and learn.”
Whether through her YouTube channel or her cookbooks, Claire Saffitz continues to inspire bakers around the world. Her dedication to teaching and willingness to share her mistakes make her a reliable and trusted figure in the baking community. As she says, “I am here to be your guide and hopefully a comforting and reassuring presence.”
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