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 to our wedding guests in Virginia in 2011.
April 1st 2015
DESIGN, BUILD, AND BAKE
The start to our journey, we was inspired by Leslie Ann’s late night dessert cravings.
*We acquired our first location and began to sweetening up the place.
June 2015
To Hookup or not to hookup
To get St. Petersburg residents excited, 4 months prior to our grand opening, we debuted the original (swah-rey) HookUp.
HookUp = a Mini cupcake that sits atop a shot glass containing an alcoholic or non-alcoholic beverage for a complete dessert pairing.
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!
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 19.
July 15th 2017
(Another) New Beginning
Through a desire to share more Minis throughout St. Petersburg, we acquired the second location on our Founder’s birthday 7/15
September 2017
Hurricane Irma
When Hurricane Irma was forecasted to hit the area, in September of 2017, we wanted to sweeten the lives of others with our desserts.
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
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 on Cooking Channel TV: Cheap Eats
January 10, 2019
Sweet Branding!
Debuted our specially designed Mini boxes in 4-Count and an 8-Count sizes.
June 2019
Tory Burch Fellow 2019
Chosen as 1 of 50 of the Tory Burch 2019 Fellows
Provided 5 day workshop at Tory Burch Offices in New Jersey, one-year long fellowship with the Tory Burch Foundation and access to online peer-to-peer network and $5,000 grant for business education.
April 13, 2019
GUIDEDOG PUPPY NAMED SWAHREY
West Pinellas Puppy-Raisers, a local chapter of the Southeastern Guide Dogs Organization, named a female puppy, swah-rey, in honor of our dedication to their mission.