Jennifer's Open Road
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New York, NY
Indie: Indie Roadtrips
Buttercup Bake Shop
baking, positivity, psychology major
Jennifer Appel, founder of Buttercup Bake Shop in midtown Manhattan in New York City, never dreamed of being in the food business. She started her professional path in life as a clinical psychologist, but Jennifer also had the culinary arts in her blood as baking sweet treats when she came home after a long day was her way to unwind. One day, Jennifer decided that cooking seemed so much more fulfilling, positive, and inspiring than what she was doing—and she decided to make the big switch. "It's scary to make those leaps of faith—I was terrified—but I did it," she says. In 1996, she opened Magnolia Bakery in New York City's Greenwich Village, where she and her business partner sold cookies, pies, mini cheesecakes, and other treats. In August 1999, Jennifer ventured out on her own to open Buttercup Bake Shop. Since its opening, her shop has become popular among New Yorkers including Martha Stewart and Senator Hilary Clinton. Jennifer now sells between 3 and 4,000 cupcakes a day.