More than a year after Dawn opened her cupcake shop in Berlin, she still hears the same question from many of her German customers, “what exactly is a cupcake?” The American treat is so unfamiliar that the more skeptical customers often come into the shop, take a look and leave. But those who do try the tiny pastries leave satisfied.
The Owner: Dawn Nelson
The idea for the shop, simply called Cupcake, came from a friend, who suggested it “out of the blue,” Dawn said. Though she loves to bake, she never had any professional experience. Originally from Winter Haven, Florida, Dawn worked as a make-up artist and bartender in Philadelphia before coming to Berlin.
In April 2006 Dawn moved to Berlin to start a new life after a divorce. She liked the city when she had visited while backpacking in 2003. “I decided I needed to leave Philly for a while to clear my head,” Dawn said. “At this point, I had no real plans and…the future was wide open.”
Dawn worked as a make-up artist, but soon realized it was too inconsistent and not well paid, so Dawn decided to take her friend’s cupcake suggestion seriously.
The Cupcake Shop: Minimal and Practical
Cupcake’s small interior is minimal, clean and exudes a slow-paced atmosphere. The pale blue and cream walls are soothing. Baking-themed pictures hang on the walls; chandeliers provide soft light. The shop is designed to make customers feel they could spend hours there. And many do.
Dawn’s boyfriend and business partner, Daniel Bader, sits behind the counter ready for customers while Dawn, in the kitchen behind, makes coffee, specialty drinks and, of course, cupcakes. The store also sells vegan cupcakes and other American desserts, such as New York cheesecake, carrot cake, brownies and Rice Crispy treats.
The Plan: Starting a Business in Berlin
In June 2006, Dawn and Daniel came up with the store’s business plan, which had to be approved by five different government offices before the store could open in April 2007. “As a foreigner it was very difficult to get the ball rolling,” Dawn said. Other challenges included “managing money properly, finding the right items to sell, hiring employees, re-investing in our store and building everything up little by little.” It even took Dawn five months to find the shop’s location.
The store is located in Friedrichshain, a neighborhood between Berlin’s trendy, bohemian district and its alternative and punk scene. In an area filled with bars, restaurants and cafes catering to both crowds and everyone in between, the uniqueness of Cupcake fits right in with the neighborhood’s diverse fabric.
In the beginning, business was fairly slow. Dawn relied simply on word-of-mouth to attract customers. Eventually more customers began coming, the store started receiving press and celebrities even began stopping by. Katie Holmes visited Cupcake with baby Suri in 2007 when Tom Cruise was filming in Berlin. “It's really amazing to see that this little idea we had has actually grown into a successful business venture,” Dawn said.
Cupcake also sells a line of merchandise, which Dawn hopes to continue to expand in the future. In the long-term, Dawn would like to open more shops in Berlin, Germany and possibly throughout Europe.
 |
 |
 |
 |
