There are lots of creative and entrepreneurial-type people selling food and wares at the Ketchum and Hailey Farmers' Market. Last year, I met one that stood out—Shelly Lindsay, owner, founder and master-mind behind Mason Cakes (cupcakes in a jar). Mason Cakes is a ready-made dessert, where all you need is a spoon and an appetite and you'll be set for dessert! These creative, delicious treats are perfect for hostess presents, bringing to the symphony lawn, or for weddings, or bridal showers or even birthdays! I caught up with Shelly recently to see how her small business is doing and how the cupcake biz is going.
When did you start Mason Cakes?
June 2012
Why cakes? Did you bake as a kid? Did your mom and grandma bake?
I have always loved baking! My grandma is a wonderful baker as well as my auntie (Hawaiian style auntie) Brandis. Brandis and I have a holiday tradition of baking various specialty cookies to give as gifts.
Where do you get your recipes? Old Family recipe?
They are all old family recipes (minus the gluten free recipe which my good friend who is gluten free passed along to me). I am so grateful to come from a family of amazing cooks.
Left to right: Birthday Cake, Lemon Cake, Red Velvet Cake.
What is your specialty and most popular kind?
The Birthday Cake, Chris Root Peanut Butter Cake, Meyer Lemon Greek Yogurt Cake, and Lola's Famous Carrot Cake are all really popular, also the gluten free flour less chocolate cake but it really varies from week to week. I am always interested to see what will be our best seller for the week, it always is changing!
What is your favorite kind?
Ohh that's like asking you to choose your favorite child! But seriously speaking, I do love the Gluten Free Flourless Chocolate and Lola's Famous Carrot Cake… I'm a huge sucker for my mom's (Lola) cream cheese frosting. It's like heaven in a bite.
Where are Mason Cakes available?
At the Ketchum Farmer's Market on Tuesdays and the Hailey Farmer's Market on Thursdays as well as online at www.masoncakessunvalley.com. We ship across the entire USA.
Where did you get the idea for cakes in jars?
Well, I was living in New York and working as a fashion intern and feeling like it wasn't the business for me. There was a cupcake bakery down the street from my house and I found myself consistently popping into bakeries around to city to see what creative ideas each baker had come up with. I have always loved the farmer's markets and was brainstorming ways to transport cupcakes to and from the market in some sort of re-usable container. A good friend of mine's family used to produce mason jars and we were brainstorming together one day and POP! Mason Cakes were born.
How many times do you hear the word "cute" when selling at the market?
Haha it's my mom's favorite part of the market… hearing people say over and over how "cute" they are!
How long do the cakes last?
They last about 2 days on the counter (out of direct sunlight), 2 weeks in the fridge and can be frozen for up to 4 months. It makes them really great to keep in your freezer for unexpected dinner parties or house guests.
How do you stay so thin when making all this wonderful cake?
It takes work!
Do you offer catering?
We do! We also offer customization of any cake including custom flavors, toppings, and specialized stamps to adorn the fabric toppers. We also do full size wedding cakes, birthday cakes, and other event cakes.
Does anyone help you bake or assemble your cakes in jars?
I would die without the help of my family and friends. Everyone is so generous with their time, I am so lucky!
Where do you bake your cakes?
In the Elkhorn Springs Restaurant kitchen. It's really a great spot.
