October 1, 2011
It all started with an idea…
(swah-rey) wasn’t even a sparkle in our eyes when we debuted our first Mini (Carrot Cake Mini) to our wedding guests in Virginia.
April 1st 2015
Designed, decorated and ready to go!
The start to our journey, we were inspired by late night cravings and quickly recognizing the need for late night sweets. We acquired our first location and began sweetening up the atmosphere to prepare for our launch date.
June 2015
To Hookup or not to hookup
To get St. Pete residents excited 4 months prior to our grand opening, we made a social media debut of our (swah-rey) HookUps.
HookUps = a Mini that sits atop a shot glass containing either an alcoholic or non-alcoholic beverage.
October 16th 2015
Our grand opening
With 9 months of renovation behind us, we introduced ourselves to the St. Petersburg community by opening the 1st (swah-rey)
February 20th 2016
Who let the dogs out?
One thing that St. Pete is known for is being dog-friendly. In honor of the Pups of St. Pete, we debuted our Pup Mini on February 20th, also known as National Love Your Pet Day!
March 11th 2016
Chelsea visits (swah-rey)!
Chelsea Clinton, the daughter of the Democratic Nominee for President, Hillary Clinton, hosted a Get Out the Vote rally at (swah-rey).
April 19th, 2016
Toast (Point of Sale System) Video Debut
We found the best Point of Sale System available; it’s TOAST. We collaborated with them and they made a sweet video highlighting how (swah-rey) and Toast work together to achieve success.
January 6th 2017
The Insider #9 in Top 25 Pies In America
After years of perfecting the recipe for our Banana Cream Pie-in-a-glass, it was recognized by The Insider as the 9th Best Pie in America!
March 8th 2017
(swah-rey) dog statue unveiling!
As a corporate sponsor of the non-profit organization Southeastern Guide Dogs, we sponsored a dog in the “Superheroes on Parade” fundraising campaign. We collaborated with Muralist, Anna Fields, to produce a piece of art that would symbolize our love for dogs as pets, working dogs and the generosity of others.
June 2017
More sprinkles, More icing!
We increased our Mini flavors from 8 to 16.
July 15th 2017
(Another) New Beginning
Through a desire to share more Minis throughout St. Pete, we rented our second location on our Founder’s birthday
September 2017
Hurricane Irma
When Hurricane Irma hit in September of ’17, we wanted to sweeten the lives of others. With the help of a dozen customer-friends we packed up desserts for emergency responders, citizens in shelters and electrical lineman in town from as far away as Vancouver, Canada.
November 30th 2017
Sweet Branding!
Acrylic logo HookUp shot-glasses debuted. TaDa, now you can have are a (swah-rey) souvenir.
December 2nd 2017
More Minis, More Smiles
Our 2nd St. Petersburg location officially opens at 625 Central Avenue.
February 7th 2018
Toast Kickoff 2018
We were invited to speak to the entire 1,000+ Toast staff at Toast Kickoff 2018!
July 18th 2018
Featured in The Morning Blend
Tampa Bay’s Morning Blend featured our HookUps and other delicious desserts on their morning tv show!
August 8th 2018
Featured in Cheapeats
January 10, 2019
Sweeter Branding!
Debut our specially designed Mini boxes to the masses