Gumdrops, candy canes and icing were scattered across six tables at 17 Berkshire as guests in a workshop decorated their custom gingerbread houses.

The little patisserie in Overton Square hosted its first event to make the novelty holiday confections last week after its social media followers asked for decorating and baking classes. A second gingerbread-house-making workshop is scheduled for Saturday, Dec. 21. 

“It’s just, like, a fun event,” said owner Nuha Abuduhair. “People kept asking for classes – our space is so tiny, so this allows people to have a hands-on event.”

Abuduhair started an account on Instagram as a portfolio for her baking creations; it is now the shop’s official page. The bakery, 17 Berkshire, has become known for Abuduhair’s unique take on sweets – a blend of her Arab culture and Southern upbringing – and her social media engagement.

And through that engagement, Abuduhair connects with her 12,300 followers, receiving questions and input on themed events, macaron flavors and store specials.

“Whether they wanted us to post calories or they want grain-free,” Abuduhair said, “if there’s something frequently being asked then it draws my attention to that to try and find the solution for it.”

Social media is crucial to her business, motivating her to start serving breakfast pastries and “afternoon tea,” for instance.

“It’s hard for me to imagine 17 Berkshire without it because it started on social media,” Abuduhair said. “It was just an accidental account for me, but I can’t imagine any business not wanting to utilize it. I have a direct relationship with my customers and my followers.”

Abuduhair does daily Instagram stories showcasing Q&As on the shop’s origin and behind-the-scenes takes in the kitchen. And her followers engage.

Lesley Entrekin heard about the gingerbread house workshop through Instagram and decided to visit the shop, bringing her friend and daughter for a girls’ day.

“We just thought this sounded like a fun Hallmark-movie type event,” Entrekin said.

Friends Margo Roen and Melanie French decided to go to the workshop to catch up over a festive activity. Both follow the shop and other local bakeries on Instagram.

Social media “brings out the more human side of a business,” French said.

“It’s how we decide to do most things we do in Memphis honestly. Otherwise, with a family, it’s tempting to just, like, stay at home,” Roen said.

Recently arrived Memphian Aly Quintero said social media helped her explore her new city.

“I just moved to Memphis, so I’m trying to find new things to do while being away from all my family,” Quintero said. 

The second gingerbread workshop at 17 Berkshire will be Saturday, Dec. 21, from 4:30-6 p.m. The fee is $40 per person, and includes a constructed gingerbread house, royal icing and candies for decorating. Guests will get a hot beverage and treats to munch on while they decorate.