Emerson’s charming café, bakery, and general store has become a local favorite, offering fresh treats, friendly faces, and a welcoming space for neighbors and visitors alike. But behind the counter, she was facing one of the most intimidating parts of running a small business — managing the books.

“Bookkeeping can be an intimidating and stressful task to take on as a small business owner,” said Jasmine Motilal, Financial Advisor with Partner Community Capital (PCAP). “Not only can the concepts and technology feel completely foreign, but it can feel like having another full-time job.”

Motilal began working with Emerson in August 2024 through PCAP’s in-house technical assistance program, providing personalized bookkeeping training after Emerson’s previous bookkeeper left suddenly — leaving behind only two sheets of handwritten, cryptic instructions.

“Even I had to stop and think through what they meant,” Motilal said. “But Joan didn’t give up. She was patient, curious, and open-minded. We took it one step at a time, decoding the old system, cleaning up the books, and untangling everything from POS system issues to historical errors.”

And while most bookkeeping training involves screen-sharing sessions on Zoom, Thomas’ rural internet made that impossible. Instead, the two spent hours on the phone — sometimes two to four hours every Friday — with Motilal talking Emerson through every step verbally, often accompanied by the occasional emailed screenshot.

“Imagine trying to learn QuickBooks and clean up years of bookkeeping with someone describing it over the phone — no screen, no visuals,” said Motilal. “That’s what Joan did. Through busy seasons, illness, and all of life’s challenges, she showed up every week determined to learn.”

For Emerson, the process was as rewarding as it was challenging.

“It was overwhelming at first, but Jasmine was so patient and encouraging. She made something that felt impossible seem manageable. Now I understand what’s going on behind the scenes — and that’s such a good feeling,” Emerson said.

By May 2025, Emerson had not only caught up with her books but gained the confidence to manage them independently.

“I have such great respect for Joan and her dedication,” Motilal said. “She never gave up, no matter how frustrating it got. It was a pleasure to work with her and an honor to know her.”

Happy & Moore Bakery & General Store continues to thrive — not just as a local café and shop, but as a testament to the resilience and determination of West Virginia’s small business owners. With a mix of hard work, humor, and heart, Emerson proved that sometimes the best recipes for success are the ones made from scratch.