On a sunshine-filled day in May, two small business owners were among the many vendors working hard selling their amazing food amid the glorious music and bustling crowd of more than 6,000 community members at the HBCU Festival presented by TD Bank at the Mann Center in Philadelphia.
Romona Mercer and Tasha Goodman-Liggins, founders of Aunt Verlea’s Pound Cake Experience, a mobile bakery and MSquared Catering company, respectively, also share a love of family, lifelong learning, and legacy. It’s those attributes that have been behind the success of their businesses and made them a perfect fit for the HBCU event that celebrates those values.
“The HBCU festival was created for exactly that reason – to unify us through things we are incredibly passionate about, like career, culture and community,” said Paige Carlson-Heim, Head of U.S. Social Impact for TD Bank. “And alongside the many students and families that were able to take advantage of all the festival had to offer, TD Bank was also committed to providing opportunity for small business owners, like Romana and Tasha. The hope was to help them engage with a broad audience, expand their networks, support their entrepreneurial goals and inspire them to continue building a legacy by growing their thriving businesses for our shared communities and themselves.
Aunt Verlea’s pound cake experience: how faith, love, and education built a bakery
When Romona started her business, she had ten dollars to her name and was raising her grandson with her husband, Lyman.
“At the time, I had been searching for work for two years,” she explained. “I was applying for everything.” Romona received her answer while praying that her career calling was making pound cake and other desserts.
Now celebrating a decade of operation, Romona sold out of her entire selection of desserts at the festival. “It was a beautiful day,” she expressed. “That was my first time attending and it made me feel special to be invited by TD Bank. I’m also so excited for these kids, having HBCUs celebrated by the community like this.”
Community forms the fabric of small businesses like Aunt Verlea’s, a philosophy that Romona embraces wholeheartedly. “I didn’t do this by myself,” she said. “My husband is my biggest supporter. He and my sons help when I need them. My first pound cake recipe was from my aunt for Lyman’s 50th birthday. Now, I’m searching for hard working staff who share my dedication.”
Complimenting her love for community, Romona’s business is firmly rooted in her deep passion for knowledge. For years, she worked with students in the school district of Philadelphia.
“It was one of the best times of my life,” she said. “I was teaching an in-school suspension class,” she said. “I raised three boys, so I really connected with the boys in the class. I still live in the same neighborhood, and they’ll still say hi.”
Romona’s love for learning infused her business life as well. Originally graduating with a degree in behavioral health and psychology, she went back to school — twice — taking advantage of initiatives like the Women’s Business Center and the Community College of Philadelphia’s “Power Up Your Business” program. Through networking and becoming a member of the African American Chamber of Commerce, she was introduced to financial workshops sponsored by TD Bank.
TD Bank holds workshops and other events throughout its footprint for small businesses. You can visit your local TD store for more information or check out online resources from the bank.
“I learned a lot from TD Bank,” she said. “Not just financial information, but also the emotional and psychological factors behind financial decisions. It’s as much about your mindset and discipline as it is about the technical knowledge.”
As her business enters its eleventh year, Romona noted that “people are starting to ask, ‘Where can I find you?’” She is now considering hiring a cake decorator and baker. “It would free me up to promote my business and seek out more corporate clients. The dream would be to create generational wealth and establish Aunt’s Verlea’s legacy.”
As for the future, Romona is optimistic. “I’m looking forward to applying to grants and working with a youth program over the summer. I really believe there are good things coming my way. God has sustained me, I’m still here.”
MSquared Catering: living a legacy and creating generational wealth
Since childhood, Tasha has dreamed of leaving a legacy.
“I’ll take legacy over popularity any day,” she said. “That’s more impactful to me, especially because I have a political science and history degree. To me, history has a role in legacy.”
An ode to her aspirations, history and legacy are already at the core of Tasha’s story.
Growing up in a culinary world, Tasha was making banana pudding as a child. “I was 12 years old, if not younger. My mom was a caterer who went to culinary school. My dad didn’t go to school for it professionally but he’s great around the kitchen. I feel like I just watched people cook my whole life.”
Now, Tasha is building on her family’s foundation to create generational wealth for her children. “I didn’t grow up with a lot of money,” she said. “My goal is for my kids and my kids’ kids to not have to struggle. My motivation is to break the cycle.”
A proud mom of four, an executive director at Philadelphia Family Voices, and a lifelong learner with a master’s degree in early childhood education from an HBCU, Lincoln University, Tasha draws from her experience to educate herself and others. On her 30th birthday, she founded MSquared, a culinary catering service which also includes an in-house dessert line called “Tasha’s Tasty Treats”.
“I teach financial literacy,” she explained, “I’ve successfully run other people’s businesses from a young age, and I’m educating older members of my family about finances and stocks. I know I have the skills, especially the people skills.”
Her people skills were on full display at the festival as she connected with community members and fellow business owners. “I went home with no business cards,” she said. “It was so good to talk to people, talk to the kids, the older people, people my age. I learned a lot that day and it has me so eager to do more things like that. That’s also the first time I’ve ever done a pop-up and sold out. I feel inspired to continue and step up my game.”
Facing the challenges that come with renting a kitchen space to work in, Tasha is working to determine what her next logical move will be: a food truck, a brick and mortar, or a cafe just for her sweets and meal prep packages. “The main goal is to create something that’s going to stay in our family forever. Right now, I love what I do and I’m excited for what’s next.”
Tips for others looking to start or grow their own business:
Romona’s insights:
- Lean on community: “Take it one day at a time and seek advice. Don’t try to do it on your own. Express gratitude for the gifts you’re given by others.”
- Take a cautious approach: “Be disciplined with your money and don’t think of credit cards as free money that you don’t have to pay back. Try to wait at least a year or two before borrowing and 2-4 years before renting a building.”
- Give it your all: “If it’s really in your heart, then do it. At my age, I still have my focus and my passion. I still look forward to the future and continue to challenge myself.”
Tasha’s tips:
- Start smart: “Do things the right way. Get a coach, get involved in a free entrepreneur program, and don’t play about your taxes and keeping everything up to date. The last thing you want to do is start it the wrong way and pay for costly mistakes later.”
- Keep your head up: “Don’t let the word ‘no’ discourage you and don’t let anyone dim your light. You’ve got to find something that motivates you, something that your heart connects you to. You’ll find people who want to help.”
- Be financially wise: “One of the biggest challenges for me has been keeping track of my cost analysis. I’ve learned so much but am still learning more. Never pass up an opportunity to learn and ask questions.”
For more on personal finance topics
If you have more questions about personal finance topics, visit the Learning Center on TD Bank’s website. You can find more TD Bank services at TD.com.
We hope you found this helpful. This article is for informational purposes only and is based on information available as of July 2025 and is subject to change. This content is not intended to be used or acted upon with respect to any client’s specific circumstances. For specific advice about your unique circumstances, consider talking with your qualified professionals.
