Brittni Popp's 6-figure side hustle is making custom cakes for celebrities like Paris Hilton and Khloe Kardashian

• Brittni Popp's custom cake business Betchin Cakes helps people celebrate important moments in life.
• Betchin Cakes saw a 120% increase in sales from last year and is on track to book six figures in sales this year.
• This is part of Insider's series Star, Rising which highlights early-stage entrepreneurs who are gaining popularity.

Name: Brittni Popp

Age: 31

Location: Redondo Beach, CA

Business: Brittni Popp likes to help people commemorate their important life moments, whether that's a bridal party, divorce, or even an expunged DUI. Her business, Betchin Cakes, sells highly customized baked goods that come adorned with decorations like Barbie dolls or empty nips. In the two years since she launched her side hustle, she's landed high-profile customers like Paris Hilton and Khloe Kardashian.

"It's always been about making people happy and having a moment for them," she told Insider. "The coolest part about it is that I've been the most authentic this entire time - that's what's getting me business."

She doesn't bake the cakes, just decorates them. The base cost for a cake is $150 but prices can increase depending on the amount of customization. Popp's most expensive cake was around $900.

Before Betchin: Popp briefly studied communications at a local junior college before dropping out in 2009. Now, she works full time in business development for grants management software company eCivis.

Growth: Betchin Cakes saw a 120% increase in sales from last year and is on track to book six figures in sales this year, Popp says. The Instagram account has 12,000 followers and Popp recently expanded into making cupcakes and cakes for puppies and children.

Despite the increase in business, Popp says each week is different - in one she can decorate 18 cakes, and in another, she'll only tackle five. "It's never normal and I'm the queen of last-minute orders," she said.

Challenges: Since Betchin Cakes started as a passion project, Popp has been learning how to run a business on the fly. However, she's found it difficult to create a balanced working schedule, especially as she continues to work full time.

Business advice: Take risks, Popp said. "Don't be afraid to try and make your ideas come to life and into something that everyone can enjoy and benefit from."

Business mentor: Popp calls Lauryn Bosstick, founder of skincare brand Skinny Confidential, a mentor. Popp followed Bosstick's career on Instagram before cold messaging her last year, asking for her thoughts on Betchin Cakes as a business. "It's great to have these women in the industry who are starting out just like me and gone through the same obstacles," Popp said, referring to Bosstick's journey of turning her passion into a full-time job.

Why is now the best time to start a business? "I would say anytime is a good time," Popp said, noting that many people make excuses when it comes to launching their passion projects. "I genuinely started my company wanting to make people feel special and have a moment they remembered."

Hiring in today's labor shortage: Popp's friends help her bake, decorate, deliver and ship the cakes, but that's on a part-time basis. The rest is up to her. "I do my own marketing, buying, sourcing, and client calls right now," she said. "Everything is pretty personal."

Popp hopes to expand her business, which could include hiring, but is still imaging what a mature version of Betchin Cakes would look like. "This year has been a big year for me," she said. "There's so much opportunity and the demand is really high."

Managing burnout: Popp prioritizes scheduling personal time, including a two-week vacation each summer. She and her boyfriend visit their houseboat on the Colorado River and she disconnects from social media. "It's a great break from reality to disconnect," she said. "I always make time for a break."