When Tarius McArthur decided to take a leap of faith during COVID lockdown in early 2021, she had no business background, no roadmap, and no idea that her grandmother's cherished recipes would become the foundation of a thriving enterprise. What she did have was authentic American pie recipes passed down through generations and a vision to share those flavours with her Melbourne community.
Today, as the founder of 'Cherry Pie - American Dessert Pies', Tarius is not only running a successful business that celebrates cultural heritage but also preparing to share her inspiring journey on Channel 10's new series 'Start Me Up', premiering Saturday June 28th at 2:00pm.
When Life Serves Up Unexpected Challenges
What began as an entrepreneurial adventure quickly became a test of resilience when Tarius faced the dual challenge of launching a new business while becoming a full-time carer for her two teenagers, who were diagnosed with ASD and ADHD shortly after she started the venture.
Suddenly, she wasn't just learning to run a business – she was balancing the demands of entrepreneurship with the complex needs of her family. It was a perfect storm that could have derailed her dreams, but instead became the catalyst for building something even more meaningful.
"With being in a small business, it's so easy to feel like you're alone," Tarius reflects. This isolation is something many entrepreneurs face, but for Tarius, managing both business and caregiving responsibilities made that feeling even more intense.
The Power of Having Someone in Your Corner
That's where her Asuria Business Mentor became a game-changer. "My Asuria Business Mentor helped me feel like I wasn't in it alone," says Tarius. "Knowing that there's someone out there who's got a vested interest in this business and is rooting for me as well really helped keep me in the game."
The mentoring relationship provided more than just business advice – it offered emotional support during one of the most challenging periods of her life. When her mentor suggested offering mini tarts alongside full pies, it became a game-changing decision that significantly boosted sales and opened up new market opportunities.
This kind of practical, actionable advice combined with genuine emotional support is exactly what makes our Self-Employment Assistance program so effective. It's not just about business basics – it's about having someone who understands the entrepreneurial journey and can guide you through both the practical and emotional challenges.
From Market Stall to Cultural Bridge
Starting small at local markets, Tarius tested her authentic American pies made from her grandmother's recipes, carefully gauging community response before gradually expanding through online sales and wholesale partnerships. What began as a simple business plan evolved into something much more significant – a bridge between cultures and generations.
Now four years in, Tarius is expanding into a larger space with ambitious plans for a dessert diner featuring workshops, guest chef collaborations, and "Taste of Americana" experiences. Her vision extends beyond pies to showcase authentic African American soul food and other regional American cuisine, creating cultural experiences that educate and connect communities.
Her business represents not just entrepreneurial success, but a celebration of heritage and a way to keep family traditions alive while creating new opportunities for her community.
More Than a Business – It's a Legacy
Tarius's story resonates because it shows how businesses can be vehicles for preserving and sharing culture. Every pie she makes carries forward her grandmother's legacy while introducing Melbourne to authentic American flavours that might otherwise be lost or forgotten.
The expansion into workshops and cultural experiences demonstrates how a successful business can evolve beyond its original scope to create deeper community connections and educational opportunities. It's entrepreneurship with purpose – building something sustainable while making a meaningful cultural contribution.
Sharing Success Stories to Inspire Others
Tarius's television appearance places her alongside other remarkable entrepreneurs who've turned personal experiences into thriving businesses. 'Start Me Up', hosted by influencer and small business owner Liv Phyland, showcases stories that prove business success and cultural preservation can go hand in hand.
Viewers will also meet:
Each story demonstrates the incredible diversity of businesses that can flourish when passion meets proper support and mentoring.
Your Heritage Could Be Your Business
Whether you have family recipes like Tarius, cultural traditions to share, or completely different skills and passions, the support you need to turn them into a sustainable business is available. For over 10 years, our Self-Employment Assistance program has helped more than 1,000 people transform their unique stories and backgrounds into thriving careers.
Tarius's story proves that family traditions and cultural heritage aren't just precious memories to preserve – they can be powerful foundations for businesses that celebrate diversity while building sustainable careers.
Watch Tarius share her inspiring journey when 'Start Me Up' premieres Saturday June 28th at 2:00pm on Channel 10, with episode two following on Saturday July 5th. The full series will also be available to stream on 10 Play.
If Tarius's story of turning family heritage into business success has inspired you to explore your own entrepreneurial path, we'd love to help you get started. Learn more about our Self-Employment Assistance program and discover how we can support you in building a business that honours your story while creating your future.
Start Me Up premieres Saturday 28 June at 2:00pm. Watch and Stream on 10.