Watch Recode’s full interview with Milk Bar founder and CEO Christina Tosi from SXSW

What does it take to build a brand (and a business) that not only delights customers but keeps them coming back again and again? We’ll be live from SXSW on Sunday, March 11, at 11:30 am CT with Christina Tosi, the baking wiz behind Milk Bar. As the founder and CEO of the company, she’s building an empire that includes retail stores, cool product collaborations, classes and books, all while engaging and enticing an ever-growing fan base.

Watch live below or on Facebook or Twitter.

This article originally appeared on Recode.net.

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