The Scoop: DIY cupcake concept Sweetology to open in Ladue

Sweetology is to cake as Build-A-Bear Workshop is to stuffed animals. And this new entertainment retail concept is coming soon to 9214 Clayton Road in Ladue, in the space previously occupied by the Women’s Exchange of St. Louis.

A project by co-owners Kara Newmark and DeAnn Bingaman, Sweetology is a place where young and old can get their fix for sugar in a variety of ways. Sweetology will give patrons a hands-on experience decorating cupcakes, cakes and cookies. Newmark and Bingaman plan to open doors quietly in March and host a grand opening April 12.

“Our brand is somewhere between sprinkles and chocolate martinis,” Newmark said. “I always knew that I wanted to start my own company … The thing that makes me the happiest is when I’m in my kitchen and decorating cookies with my kids and getting all messy and sticky and licking bowls.”

The build-your-own-baked-good process at Sweetology begins by choosing a baked good to decorate – a 6- or 9-inch cake, a cookie or a cupcake – and the cake flavor (vanilla or chocolate, with a gluten-free option for either). Local bakery The Cup is supplying Sweetology with prepared baked goods and its buttercream frosting. Next, guests head to the custom-made frosting dispenser and select either vanilla or chocolate, with added color and flavor options, like lemon or peppermint made with all-natural oils.

Then the frosted treats head to the “wish” station to pick an edible candy shaped like a dollop of whipped cream. Wishes are written on the candy in edible ink and then inserted into the treat. “It’s about the creation of little pieces of art that come from your intention and your heart,” Newmark said.

Finally, it’s time to top the treat with candies. Sweetology will have more than 50 colorful toppings – sprinkles, gummy bears, lemon drops and Oreo cookies, to name a few – for budding sugar artists to choose. Treats can be wrapped in a box to take home or dined on in the store. The decorating experience is available for drop-in visitors, but you can also book a reservation; seating for about 40 is available in the workshop area. In addition, Sweetology will offer cake-decorating classes.

While waiting for your budding little pastry chefs to put the final touches on their creations, grab a seat in the small cafe and wine bar (dubbed The Drinkery) and enjoy a cup of coffee, drinking chocolate, wine, beer or a cocktail and some baked goods. Sweetology also will have a retail section stocked with bulk candy, grab-and-go decorated cupcakes, cakes, cookies and cake-related gifts.

This article appears in January 2014.