Gummy bears on pink fondant or Oreo crumbles on butter pecan-flavored buttercream? You pick: There are no wrong combinations at Sweetology. The confection decoration studio, opening this month in Ladue at 9214 Clayton Road, sounds like a scene worthy of Willy Wonka’s factory. “Our vision is different than what you might imagine a bakery being,” says co-owner DeAnn Bingaman. “We wanted something a little more whimsical and fantastical that would spark the imagination.”
Sweetology builds on the retail entertainment concept popularized by Paint Me Pottery and Build-A-Bear Workshop, where customer creativity is part of the fun. Clients select from a variety of baked good packages, which range from a 9-inch layer cake to a dozen sugar cookies, and which include a choice of buttercream or fondant and an accent frosting and sprinkles. All baked treats and buttercreams come from The Cup. “We love their product, it’s absolutely delicious,” Bingaman says.
Customers pay a studio fee to use the Makery, a wild wall of candy and other edible decorations. Staff members, known as Sweetologists, will be on hand to help. “Some might feel intimidated by the process, but we want to encourage people to come in and try it,” Bingaman says. “There are some neat tips and tricks that make the concept simple. We hope to develop video tutorials that will play throughout the store.” Decorators are welcome to enjoy their treats in the shop or take them home to share.
Bingaman’s business partner, Kara Newmark, found the inspiration for Sweetology in a New York City chocolate store that allows shoppers to customize their candy. “She had a lightbulb moment,” Bingaman says. “What does she like to do in her spare time with her children? She really enjoys cake decorating. ‘Why couldn’t she do this with cakes, cupcakes and cookies?’ she thought.” They envision groups of friends, couples on dates and kids’ birthday parties enjoying the experience. “It’s OK if your 5-year-old spreads hot pink frosting on the table,” Bingaman says. “We want people to be comfortable and just enjoy the process.” And people looking for more effortless enjoyment are invited to sip wine, coffee or drinking chocolate at the Drinkery while nibbling a mini cone of buttercream frosting.
All that sugar will support some truly sweet causes. On April 10, six community leaders, including T&S’s own Dorothy Weiner, will compete in Cakes For A Cause, a decorating contest with proceeds to benefit the charity chosen by that night’s winner. Sweetology plans to designate a charitable cupcake each month, donating $1 of its selling price to each of the charities until all have been featured. Additionally, Sweetology has partnered with Friends of Wings to provide cakes for Joyful Celebrations, a program that honors milestones in the lives of children with serious illnesses.
While Sweetology is the first culinary venture for the business partners, they’re confident it will be a hit. After all, who doesn’t love a good cookie? “We both wanted to find something we really loved doing and that made other people happy, too,” Bingaman says. “It doesn’t matter if you’re 2 or 92; it’s fun to decorate cookies and share them with your friends and family.”
by Rebecca Koenig/photo by Bill Barrett
SWEETOLOGY IS LOCATED AT 9214 CLAYTON ROAD. FOR MORE INFORMATION, CALL 314.736.4800 OR VISIT SWEETOLOGY.COM.