GLOUCESTER — Selling desserts on consignment may be an unusual business plan, but for Keri Riedell and Margie Miller it was a sweet path to success when they opened Main Street Cake Company.
Riedell has always loved to bake.
Miller likes to decorate. Perhaps you can see where this is going.
The two struck up a friendship when Riedell asked Miller, who was a partner in the Wild Rabbit Cafe, if she could use the restaurant's kitchen to bake.
A deal was struck, and by December 2009, Riedell was selling desserts on consignment through the Wild Rabbit in a venture that proved to be quite successful, both for Riedell and the Wild Rabbit.
By October 2010, Miller had left the Wild Rabbit and she and Riedell had hatched a plan to open their own dessert shop in a space next to the cafe.
Less than two months later, the two were in business selling cakes, cupcakes and other sweets, such as pies. With children in school, the two work their schedules around the Gloucester school day, closing by mid-afternoon so they can pick up their children.
Miller was confident they would succeed based on their experience with the desserts Riedell sold through Wild Rabbit.
"We knew business was picking up and we were excited about the business potential," she said.
They take orders by phone — Riedell and Miller suggest ordering at least three days in advance, but five days is preferable — and by February their little cake shop was in the black.
Their cupcakes are especially popular. The two describe their cupcakes — this week's Friday specials are German cake, Oreo cheesecake and lemon with raspberry frosting — as "killer" and a "little slice of heaven."
Their cakes, though, are a combination of delectable desserts and works of art. One of their cakes was a take on the Van Gogh painting "Starry Night."
They have baked birthday cakes for customers ranging in age from 3 to 80. They can also count on the monthly calendar for business.
"Every month is busy because there's always a celebration," Riedell said.
The two say their partnership has worked out well.
"How lucky are we," Miller said, "that we make cakes and play with frosting?"
Sweet information
Main Street Cake Company, open Monday - Friday, 9 a.m. - 3 p.m. at 6602 Main St. For information or to order a cake, call 757-509-0244 or 804-824-4787.
