There are lots of creative and entrepreneurial-type people selling food and wares at the Ketchum and Hailey Farmers' Markets. Last year, I met one that stood out—Shelly Lindsey, 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! These creative, delicious treats are perfect for hostess presents, weddings, bridal showers, birthdays, symphony picnics, or even dinner party desserts. 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? Are they 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, German Chocolate Cake, Coconut 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 Flourless Chocolate Cake but it really varies from week to week. I am always interested to see what will be our bestseller for the week—it's always 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 or online at www.masoncakessunvalley.com. We ship across the entire USA. They are also available at local retail shops like the Main Street Market, Velocio and Local Dish. Shelly also expanded to the Capitol City Market in Boise on Saturdays.
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 the 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 stay fresh on your counter for up to a week (out of direct sunlight), two weeks in the fridge and can be frozen for up to four 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.
Check out Shelly's Mason Cakes at the Ketchum or Hailey Farmers' Markets on Tuesdays and Thursdays respectively, or contact Shelly direct at www.masoncakessunvalley.com for catering or ordeing information.
Photos by Kevin Sarich and Yanne Root.
Julie Molema is Sun Valley Magazine's art director and yum! food writer. She is also the owner of JAM Designs Jewelry and Accessories. Her favorite thing to do is to go out to lunch or dinner in the Valley.
