Neighborhood: Cathedral Square
Address: 825 N. Jefferson St., Milwaukee
Founded: 2010
Owner: Erica Elia, 39
Employees: 30
Market: Baked goods
Why did you open a cupcake shop?
“I was a lawyer and I didn’t really enjoy that very much,” Elia said. “I baked the cupcakes for my own wedding in 2009 because I really wanted cupcakes and there weren’t any cupcake bakeries at the time. It was a really bad idea because I was up all night the night before my wedding.”
What’s your best-selling product?
Red velvet cupcake. “Cinnamon pecan French toast is my favorite.”
What is your newest product?
“We invented donut cupcakes for Summerfest. They are these giant cupcakes that are a little bigger than a jumbo, almost a full cake, and they have a whole donut on top. We don’t sell them in the store, though—they’re just too much for people to handle.”
How often do you introduce new flavors?
“In the beginning it was all the time. Now, we’ve probably made a cupcake for every flavor profile you can think of, but we try to think of new things.”
