Cupcake craze hits the South Sound

Photo courtesy of jen quaschnik

SWEET DREAMS. Indulge Cupcakes in Sumner offers local residents a chance to take part in the dessert trend that is sweeping the country and offers cupcakes of many varieties and warm drinks to accompany them.

Unless an individual has been hiding under a rock for the past decade or so, he or she would know that cupcakes are the dessert of choice for most individuals these days.

Starting on the East Coast with New York City’s famous Magnolia Bakery opening its doors in 1996 and leading the way for others to follow in its path, the “cupcake craze” has slowly made its way west with business owners switching from heading up traditional bakeries with cookies, full cakes and pastries, to simply offering what people want: cupcakes, and plenty of them.

Jen Quaschnik used to bake cakes for her friends and family before even considering becoming the owner of a cupcake shop. She was a stay-at-home mom with her kids, and she takes a ton of pride in the fact that that’s what she chose to do. But when her boys got older, going to work and owning her own business became an option.

“She’s a perfectionist,” said Julie Jones, a friend of Quaschnik’s and manager of Indulge Cupcakes. “But cupcakes are easier since you just have to decorate the tops. It started with a fascination with the East Coast cupcakes trend. A couple of them (cupcake shops) were scattered here in the area, but we always have to drive out to the big city for them.”

Jones and Quaschnik have been best friends for 11 years. After Quaschnik opened the shop at its original location on Meridian Avenue in Puyallup, it became quite popular. When it got too busy for Quaschnik and her husband, Darrin, to handle, they asked Jones to come and help. “It’s a family business. As soon as both of her boys were old enough they worked at counter. It’s really fun, down home, family-oriented,” Jones stated.

Not veering from the niche business at all, Indulge Cupcakes (which moved from its original location of two years and is now located in Sumner), primarily offers cupcakes as well as all the espresso drinks one would expect to find (made with local Endicott Coffee), smoothies and milkshakes, Italian sodas and loose leaf teas from the Tea Madam.

“There are no sheet cakes here. Strictly wedding cupcake towers, dozens for large corporate events such as Gene Juarez, we did Zoobilee last year and an event at Macy’s a few weeks ago. People are doing cupcakes instead of cakes. They look pretty all the way until you put them in your mouth, and you don’t have a half slab of cake staring you in the face!” Jones said.

While offering a great selection of many unique cupcake and frosting combinations, Indulge Cupcakes’ top cupcakes are: the original Granny’s Chocolate (Quaschnik’s great Granny’s chocolate recipe from the 1900s) with vanilla chocolate frosting or buttercream mint, the caramel macchiato with a coffee and caramel cupcake and espresso frosting and a seasonal offering, which is currently gingerbread with cream cheese frosting.

Indulge is already anticipating wedding season and offers a complimentary tasting for brides and grooms, and loves to help them find their cupcakes for their special day.

“The most important thing is our atmosphere. We’ve been told by people that they love to come in. We’ve painstakingly chosen everyone who works here and are proud that most of them go to local high schools. We try to create a casual and inviting space. Everyone compliments us on service and aura. We have a guitar here in shop and love when people pick it up and start to sing. Love it when kids come and hang out,” Jones said.

The Sumner shop offers free Wi-Fi, and people are always scattered on laptops. “That’s what we love. The second thing that sets us apart is our cupcakes are high-frosting, we don’t scrimp. Everything is made here. We make all frostings in small batches, everything is tasted before it goes out, is fresh, and we throw a lot away. If something is not good it doesn’t go out,” Jones affirmed.

Though they have had some requests, Indulge Cupcakes doesn’t offer vegan cupcakes yet, but they do feature gluten-free cupcakes in Granny’s Chocolate flavor on Wednesdays.

“We’re working on a carrot cake version (of gluten-free cupcakes). When researching it was very important that we do not make a dry cupcake. It’s all in a work in progress. We’re experimenting with sugar-free and vegan cupcakes.” Jones said. Indulge Cupcakes also prides itself on the fact that their establishment is 100 percent peanut-free.

During an economy that is ailing, many restaurants and business have been suffering as a result of consumers’ pinching pennies and saving their money. But Indulge Cupcakes has somehow managed to stay afloat and provide cupcakes to the local masses.

“I don’t think that the economy has affected our business. The economy was just starting to go bad when we opened in Puyallup. People appreciate a treat that is under $3. Dads and daughters or Moms and sons can come in and get cupcakes and milk for under $10. If you’re giving one to a friend, we wrap it up in a little box for under $3. It’s less than a greeting card in most cases,” Jones said.

Indulge Cupcakes is located at 913 Main St. in Sumner. Business hours are Monday-Thursday from 6:30 a.m. to 8 p.m., Friday from 6:30 a.m. to 9 p.m., Saturday from 10 a.m. to 9 p.m., and for the beginning of the year will be closed on Sundays and will re-open Sundays in the spring.

For more information about their cupcakes, special orders and wedding tastings, call (253) 447-7824 or visit http://indulgecupcakes.com.

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