Secret of Success: Larchmont's Sweet and Social Cupcake Shop

A little cupcake and dessert bakery that recently opened up has been a big hit among local residents. ’s owner, Beth Feldman, provides whimsical, tasty treats to an otherwise bland day with her creations.

Patch spoke with Feldman on her secret to success.

Q.  Why did you decide to open shop in Larchmont?

I live here, and I also have always supported the local merchants. I personally felt that Larchmont needed a place like this. We opened in June and the response has been great. I love being here because I see my friends and my kids’ friends all day long. It is a very supportive community. The merchants are supportive of each other.

Q. How would you describe your storefront?

Sweet and Social is a fun, whimsical, inviting, playful, clean space where people can enjoy a variety of cupcakes, whoopee pies, brownies and black-and-white cookies. Items can be consumed in the store, or they can take them to go.

Q. How many varieties of cupcakes do you have?

We have over 20 different cupcake varieties. We carry vegan and gluten-free for those with dietary restrictions.

Q. Any overall favorites?

The Big Red, which is red velvet, is by far the customer favorite. My personal favorite is OMG, which has white ganache. It is like the hostess cupcake but better. Close seconds for me are Curious George—vanilla cake with banana custard inside, topped with peanut-butter butter cream and chocolate ganache—and the Turtle, a chocolate cake with caramel flavored cream cheese, topped with cream cheese, toffee bits and little chocolate-covered caramel turtles.

Q. Is this your first business?

Yes, although when I first moved up here, I had a store out of my home for stationery cards. Cupcakes are hot right now. They were everywhere but here. Westchester was deprived of good cupcakes, and there is no bakery in town.

Q. Is this a kids-only store?

Absolutely not. I would say that 70 percent of my customers are adults. It is for everybody, and many buy for themselves. On occasion, kids come in after school and they will sit with their friends at the counter and eat cupcakes, but for the most part it is adults. I think it brings back a lot of childhood memories, and who doesn’t like a cupcake?

Q. Have you gotten any suggestions for flavors?

A few suggestions, but for the most part, people are overwhelmed by all the flavors.

Q. How has the economy affected your business?

I’m sure the economy has hindered my store a little bit, only because people just aren’t out as much. I get a lot of walk-in traffic, and word is just getting out that we are here. I do have some people who come from other towns just to come here.

From what I’ve read about small luxuries, this type of business is not being affected by the economy. Like ice cream shops, cupcakes are a little luxury that people can afford and not feel guilty about spending $3.

It makes people feel happy when they come in and anticipate which flavor they are going to get. People just love food, especially good sweets.

Q. So how do your cupcakes compare to others?

I have heard, from repeat customers, that these are the best cupcakes they have ever had. I did a lot of taste testing to make sure they were very good, and the cupcakes are freshly baked every morning. We do custom orders and mega cupcakes, which make a nice impact and are different than a sheet cake.

Q. What is your secret to success is so far?

It is a good product at a great price in a great location and with an attractive storefront.