Shore Cake Supply, Baked to Perfection and Ready to Delight!

According to Jennifer Welter, owner of Shore Cake Supply, one day while she was out driving her minivan, schlepping her young boys around town to pick up the 2 things she needed to finish a cake, a light when off in her head….a sweet, sugary light bulb!  It would be so nice to have one place to shop, to get everything she would need to make sweet treats. She thought, “Hey, I’m a mom, I can do that, right?” So ideas were mixed and stirred and when the timer finally went off, Shore Cake Supply was baked to perfection and ready to delight! Those sweet ideas, along with smarts, hard work and assistance from the America’s Small Business Development Center New Jersey at Brookdale Community College, led to the grand opening of her business on March 8, 2014. A recent Asbury Park Press article says that Shore Cake Supply is an “Ocean Township retail shop (that) takes the cake” and we agree.

In regards to her passion, Jennifer says, “I love decorating cakes and making goodies to make people smile!  It is so rewarding, and yet so many are so intimidated by it or don’t have the time. But Shore Cake Supply is here with ingredients, tools and plenty of inspiration to help you create tasty memories that will keep you coming back for more. Whether you bake a box cake with store bought icing and plastic toy on top or spend a gazillion hours baking and decorating treats, the joy on your loved ones face is your prize.  From simple to simply amazing, Shore Cake Supply is here for bakers of all skill levels”.

In regards to the technical side of starting a business, Jennifer utilized the offering of the NJSBDC at Brookdale Community College. “Jennifer took all the right steps in starting a business”, says Jackeline Mejias-Fuertes, Director of the NJSBDC at Brookdale Community College. “Education, business planning, hard work and more…she asked questions, did her research and made informed decisions throughout the process. We are very proud of her well-earned accomplishments”. Jennifer immersed herself with the educational component of a business startup, taking several workshop at the NJSBDC, and ultimately earning her Entrepreneur Certificate. She then received one-on-one consultations with NJSBDC specialists covering a range of topics from accounting, sales tax and inventory control to marketing and social media.

Shore Cake Supply, Grand Opening: Ribbon Cutting Ceremony, March 8 , 2014

Shore Cake Supply, Grand Opening: Ribbon Cutting Ceremony, March 8 , 2014

“As for the NJSBDC, the two biggest things I learned were focus and direction”, Jennifer states.  “I had registered my business, completed a business plan and successfully obtained a business loan, but my ideas were so grand and scattered that I learned to pick a direction and focus on that.  One at a time.  And now that I’m open, the support continues. Working with consultants such as social media expert Lisa Kanda, has been amazing!  Lisa’s tips are priceless! I find comfort in knowing the NJSBDC at Brookdale Community College is a phone call away.” Sweet.

For more information on Shore Cake Supply,LLC  visit

For more information about the NJSBDC at Brookdale Community College contact our office or call (732) 842-8685