Behind The Scenes: Wedding Cakes, Act 1

In March, I decided I wanted to tackle wedding cakes.  Why?  I need to turbocharge my operating business by adding a smart (translation: profitable) new business line.   Here’s the real scoop on the world of cupcakes: it’s challenging to make money.   I don’t think anyone else is admitting this.  But I have awesome news.

A simple wedding cake in NYC costs $700-$800 on the low end, and many are $10/slice.  A cake for 150 guests can easily cost $1,500.  To put this in perspective, I’ve had a heck of a lot of Sundays and Mondays in the last two years where I was thankful to make the low end amount. Given that one wedding cake can gross more in sales and require less resources than one of my slow days…this is genius!

I want to do something that brides, grooms and their guests have never experienced.  I want to set a new standard where style, design and deliciousness intersect.  I want to light the wedding cake world on fire! When I reviewed NYC wedding cake purveyors’ websites, I was shocked and delighted that I didn’t see even one wedding cake that I liked.

Ivan Pavlov - Nobel Prize Winner, credited with Classical Conditioning

Ivan Pavlov - Nobel Prize Winner, credited with Classical Conditioning

Brides have been pavloved into managing their expectations to the ground, settling for expensive cakes that taste like cardboard and are only for show, yet the show is underwhelming.

Pavlov’s dogs, anyone? Exactly…

I dug out my business plan and old notes on the development of my brand Sweet Revenge®.  I went to town re-researching the art periods that served as my original inspiration – art nouveau and art deco.

I found examples of architecture, fashion, paintings and posters of these periods.  I held strategic brainstorming sessions with my lovely pastry cooks Angelina and Joan (who has subsequently left Sweet Revenge® to be the production manager for a good friend of hers.  We are all very happy for her!), and my NYU Stern intern nouveau poster

Joan and Angelina researched fashion, jewelry, and home decorations based on these eras.  Themes of anti-establishment, freedom, expression of the individual, joy and beauty, inherent in the art, resonate with what Sweet Revenge means to me.

Angelina and Joan translated these concepts into sketches.  Gisele scoped out the competitive set, researched wedding trends and seasonality, and identified media outlets.  Gisele and I researched presentation and packaging options.

This week I met with Daniel Rosati, my fabulous and amazing consulting chef, to bring him up to speed on the project.  He and I are tackling cake shapes and designs.

Daniel Rosati, Consulting Chef Extraordinaire!

Daniel Rosati, Consulting Chef Extraordinaire!

I’m delighted to work with Daniel again.  He is a culinary genius and visionary.  I am fortunate to know him.

I’m really excited about the shape of things to come. And that goes beyond wedding cakes and Sweet Revenge®…

If I can dream it, I can do it.  Thanks Mom and Dad for instilling that in me.

Teaser Taste of Sweet Revenge®:   My Life is Inkredible!

“Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world.” (Harriet Tubman)

cheers to reaching for your dreams,


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