Making a cake can be time-consuming, and the results are often hit or miss. But what if you could just do the fun part?
Welcome to Duff’s Cakemix. The do-it-yourself cake and cupcake decorating studio at 165 S. De Lacey Ave. in Pasadena opened its doors in December and co-founder Katelyn Fisher says the place is already generating a buzz among customers.
“I like to say this really is for everybody, from kids to adults,” Fisher said. “We make this space feel cool for kids, but adults also feel like they belong. This really is a great place for families looking for an activity. We get a lot of young families with kids ranging from 6 to 13. We do a lot of birthday parties and events here.”
Amber B. of Lakewood expressed her praise for Duff’s in a recent Yelp review.
“The staff was so friendly and helpful, and they explained each step really well,” she said. “I’m not exactly artistically inclined, and with their guidance, even I managed to make a super adorable cake that I couldn’t wait to show off.”
Food Network star
Duff’s Cakemix is the brainchild of Food Network star Duff Goldman, and he’s got plenty of industry experience under his belt. In 2002, he launched a business called Charm City Cakes in Baltimore and later hosted the Food Network show “Ace of Cakes,” which aired for 10 seasons.
He currently serves as a judge on the network’s “Holiday Baking Championship” and “Spring Baking Championship” and also co-hosts “Kids Baking Championship” with actress Valerie Bertinelli. Goldman has a second Charm City Cakes in West Hollywood, and in 2012 he opened his first Duff’s Cakemix next door at 8302 Melrose Ave.
Another Duff’s will be opening in Tarzana at the end of the month and the company also hopes to expand into Manhattan Beach within a year.
At Duff’s in Pasadena, the canvases are pre-baked cakes and cupcakes. They’re covered in colorful fondant icing but are otherwise untouched and ready for creative expression. Customers can make a reservation to decorate a cake or stop in spur-of-the moment.
Cake and cupcake kits
The 2,500-square-foot shop offers a $36 cake kit, which comes with one pre-baked, three-layer round cake, and a $28 cupcake kit, which includes six pre-baked cupcakes. Both kits include three buttercream cups, two fondant packets and two goodie bar scoops of sprinkles, Skittles, M&Ms or other embellishments.
Customers also pay a $12 studio fee, which gives them access to cookie cutters, rollers and other tools they can use to help shape their creations.
Guests who are feeling especially creative can design their own cakes, but the store also provides step-by-step directions on how to make a variety of themed cakes, including a bird’s nest cake, a giraffe cake, a Cookie Monster cake and a narwhal cake, among others.
The store also offers party packages, although some might consider them to be pricey. A cake party for up to six, which provides each guest with a personal cake to decorate, is $495. A gathering that accommodates up to 10 guests is $795 and a cake party for up to 18 guests is $1,395.
Cupcake parties have similar tiered pricing. Each party also includes a larger celebration cake for guests to eat while they’re there.
A niche market
Company CEO Scott Dilloff said the business has tapped into a niche market with broad appeal.
“We’re in a category that we call entertainment-retail,” he said. “You’ll hear a lot of people talk about how traditional retail is struggling with a lot of commerce going online with Amazon, so it’s very difficult for people to compete. But the reality is people still want to leave their home and have social interaction. They still want to do something creative.
“Nobody wants to do their birthday party online.”
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