Newspaper article THE JOURNAL RECORD

Cupcake Craze Enters Tulsa Market

Newspaper article THE JOURNAL RECORD

Cupcake Craze Enters Tulsa Market

Article excerpt

In times of economic struggles the simple taste of cupcakes can bring back warm memories of carefree times.

Cupcakes date back centuries and still have the same simple ingredients of butter, sugar, eggs and flour.

But in recent years, cupcakes have transcended child's play to appear in upscale bakeries across the country. From coast to coast, bakery owners capitalize on the dessert craze by choosing to open a store dedicated exclusively to cupcakes.

Cupcakes are miniature cakes, but Doreen Durano hopes her cupcake store will not have miniature sales. All of her cupcakes are made from scratch, and she calls each confection a little piece of heaven.

"Food just conjures up incredible memories of celebration - every wedding, birthday, have a cake," said Durano, owner of Kupcakz. "Cupcakes are just miniature things and when you look at a cupcake it's a miniature cake. Everyone seems to love miniature things."

Before venturing into the small business world, Durano had aspirations to be a chemical engineer, but when that didn't work out she decided to fall back on her baking skills. She studied at the Culinary Academy in San Francisco and cooked at the Ritz Carlton in Las Vegas.

After her boyfriend saw The Cupcakery in Vegas do gangbuster business, he suggested to Durano she should open her own cupcake specialty store. Durano was afraid another cupcake store might not be successful and was concerned about the price it would cost to open a business in Vegas.

Pamela Jenkins, who opened The Cupcakery in Las Vegas two years ago, said it was a tough process to launch the concept of a bakery solely dedicated to cupcakes. She said at least three landlords rejected her. Once she was able to find a spot, she said the first day the store opened its doors she sold out of cupcakes, proving to her she was fulfilling a niche.

"Our quality is the difference, anyone in the world can jump on a trend and be the next big thing," she said. …

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