The Sweetest Trend To Hit The Old Port
Q&A with Alysia Zoidis, Owner of East End Cupcakes
Alysia Zoidis is a former NYC fashionista with a passion other than runway shows & stilettos - baking cupcakes! Since moving back to her home state of Maine less than a year ago, she’s been baking the most delicious, high-quality cupcakes for everyone in town. Now, she is whipping up her greatest recipe yet – opening up her very own cupcake shop right in the Old Port called East End Cupcakes!
The most stylish baker in town tells MainelyMara how we can be better bakers at home, her current fashion obsession, and of course, all about her delectable cupcakes.
Tell us the inspiration behind opening East End Cupcakes.
I was living in New York City and I was about to turn 30…I loved the city but no longer loved living there. I really wanted to return to Maine but I knew I would have a hard time finding a job in my field (Visual Merchandising). I knew moving to Maine would allow me the opportunity to start my own business, something I had always wanted to do. As most people know, cupcakes are big in NYC and the trend is rapidly growing in Boston, however even the most popular cupcakeries offer a mediocre product. I thought Portland deserved better than that.
How did you get into baking? Were you born with an apron on or is it something that developed in your later years?
I’ve always loved being creative, at various points in my life I got involved in photography, fashion design, jewelry design…baking was just another creative outlet for me. What I especially love about baking is that you can go from a few ingredients that don’t look like much and create something really beautiful. Plus, it’s nice to create something that makes someone else happy.
Tell us about your cupcakes. What are your most unique and most popular flavors?
What was most important to me when I started East End Cupcakes (formally Buttercup Cupcakes) was that I was using quality ingredients. No hydrogenated shortenings to substitute for the real thing: butter. The special part about East End Cupcakes is the frosting. Whereas a lot of bakeries will use butter and/or shortening and confectioner’s sugar for their frosting, we make an Italian buttercream that is less sweet and has a very smooth, light texture.
My most unique flavor is probably the bacon cupcake with maple syrup buttercream. Bacon everything is very popular now, especially with sweets – it’s the whole sweet and salty combination. Which leads to the most popular cupcake – Chocolate with Salted Caramel Buttercream.
Any advice for us amateur bakers attempting to bake at home?
Good question! I would say get an oven thermometer. I know my oven at home is supposed to beep when it’s pre-heated, except when it beeps it’s always about 100-degrees off! You really want to make sure your oven is working properly or you’ll be very disappointed with your results.
What is the most satisfying thing about opening your own business?
I get to make all of the decisions…the words of a true bossy pants! Actually, that’s also the most frustrating part. It’s great when I have final say on the creative decisions and don’t have to run anything by someone else first, but then there are those minute details that need my input as well and those can get overwhelming at times. In the end, the best part of opening my own business is walking into my shop and being able to say “I created this.”
What advice do you have for all of the young, aspiring business owners out there?
Take it slow. When I first moved back I wanted to jump right in with a retail outlet…my parents and the bank encouraged me to take a year to establish myself and my product first. It was frustrating at first to hear, but it was great advice and I’m happy that I did just that. Now, over a year later, as I get ready to open my retail operation on Fore Street, I have a strong customer base and the community knows the name and the product.
You come from a fashion background, so we have to ask, what are your favorite trends are for this summer?
I love jewel tones, but I also love the ultra feminine florals and summery pieces with eyelet details.
How would you describe your personal style? One item you can’t live without?
I have a hard time describing my personal style. In NYC I got to dress up a lot, which was fun, but I also love just being in ripped jeans, a t-shirt and flip flops. My go-to item changes with the season, but lately I have this growing obsession with white shirts. Boring, I know, I’ve never thought much about them but lately they’re all I want to wear! I’m sort of collecting them.
What do you love most about Portland style?
The ease of it. There is a lot of diversity when it comes to style in Portland. If it’s done right, it looks put together but effortless.
Thanks to Alysia for chatting with us, and for making our mouths water!
