Hoboken will soon be getting a little sweeter with the opening of Sugarsuckle, a custom dessert shop that will also have space for baking and food-themed workshops. Although a pro now, owner Jennifer Choi didn’t start her career in the baking industry. She left her corporate desk job when she realized she had a creative side that was being unfulfilled. It was around the time when pop culture was starting to build around the popularity of the Food Network, and Choi found herself falling in love with baking and making cakes while watching inspiring shows.
It wasn’t an easy road for Choi to find the Hoboken location for the store. “I found out about the Hanoben building over two years ago,” said Choi. “I looked at a lot of other commercial spaces, but couldn’t find the right fit.” The building is located at 600 Newark Street, which is on the corner of Newark Street and Monroe Street. It is seven stories, with 12 residential units on the upper six floors and commercial space on the ground level. As far as the interior, Choi has aimed to make it look more residential, not stark or industrial. “A lot of the elements are handmade. The work table by the window was made by a business in Union City. A lot of the lighting fixtures are from the Pacific Northwest.”
Specializing mostly in custom cakes, Choi also makes desserts like cupcakes and cookies as she has found more and more that people like to supplement her cakes with other sweets. For her creations, she draws inspiration from many sources, such as the wedding industry and its current popular colors, customers’ event invitations, and botanicals, which she particularly loves. What makes her tick? “It makes me the happiest when I hear the feedback after the clients have hosted their party,” explained Choi. “The guest of honor feels very special, and that is what keeps me going. My business is a lot of hard, physically demanding work, so hearing about my special impact gives me the extra energy to go on.”
In addition to using the space for baking and business consultations, she’ll also hold workshops, taught both by Choi as well as other culinary professionals. Be sure to check out Sugarsuckle during its open house on June 2 from 11 a.m. to 6 p.m. and by appointment only thereafter.