What were your favorite foods growing up?
I grew up in a small town in Southern Indiana, and as a kid, I LOVED Velveeta, which goes great melted on anything, and fried bologna sandwiches. Not exactly very highbrow, but very tasty.

When did you decide you wanted to open Sweet Revenge?
I knew I wanted to open my own business in August 2005 when I was passed over for a promotion that I'd been promised when I used to work in publishing.

What kind of research did you have to do before opening your cupcake, beer and wine bar?
Extensive. To start, I took a couple of restaurant business-related seminars at the Institute of Culinary Education and The New School. I spent weekends in SIBL (New York's Science, Industry & Business Library). I wrote a thorough business plan and did complete due diligence on all the financials, competition, marketplace, industry trends and consumer demographic profiles.

What makes Sweet Revenge different from other spots that offer cupcakes in New York City?
Sweet Revenge is a sexy, world-inspired cupcake, beer and wine bar where reggae, Bossa Nova and Latin tunes play in the background. Its styled out like an old, European bistro. My appreciation for good places, people and food from all the world over is reflected in the menu and in how my cupcakes and savory cakes are packaged and presented.

Who/what has shaped your cupcake style the most over the years?
When I was doing research on the competition, I noticed most cupcakes were cute, pastel-colored and swirly in design — very nostalgic, take you back to your childhood-oriented. I wanted to create cupcakes that were sophisticated, sexy, rustic and adult. So, I guess what shaped my cupcake style the most was wanting to be different, to offer cupcake lovers a sexy twist on a much beloved fave.

How would you describe your cupcakes to someone who has never tasted them?
Sweet Revenge cupcakes are decadent, indulgent, escapist, super moist and a perfect balance of frosting and cake.

What has influenced the menu at your cupcake, beer & wine bar?
My menu is inspired by the good times I've enjoyed visiting foreign places and my appreciation for my friends from all over the world. To this end, I have an international spin on the menu. Its reflected in my artisan cupcake flavors, craft imported beers and wines.

What are your favorite cupcakes and how frequently do you eat them?
I love the namesake Sweet Revenge — peanut butter cake with peanut butter fudge frosting and a chocolate ganache center. I'm also a huge fan of our new fall flavor we debuted this past week — Fleur de Sel. It's a salted caramel buttercream with pecans and salted caramel drizzled on top of a Valrhona chocolate cake that's filled with salted caramel. Seriously, it's to die for!

What is your favorite secret ingredient?
We bake everything with a beautiful Mexican vanilla by Blue Cattle Truck Co.

What qualities do you look for when hiring bakers and staff for your cupcake, beer & wine bar?
My bakers are professionally trained and graduates from top culinary schools. For both the pastry cooks and front of the house, I look for team players who have outgoing, friendly demeanors and an ability to self-manage. They understand and appreciate what it takes to work in a small business environment. I've been very fortunate to build a fantastic team who gets what I'm trying to accomplish and helps make my dream come true every day.

If I'm trying to watch my weight and I'm eating at your bakery, what should I order to eat?
Order a cupcake and don't worry about it. My cupcakes make people very happy and being happy is very healthy; therefore, my cupcakes are a health food in their own right!

What was the most challenging part of starting a business from scratch? Why?
There are a million details to manage. Building a business from square one requires you to be well-skilled across a spectrum of demands: personnel, accounting, operations, production, patrons, PR, inventory management, and vendor management are just a few. There's not a lot of time for sleep, and it's a 7 days a week job. By far, though, owning Sweet Revenge is the most rewarding career I've ever had.

What are the best and worst things about cupcakes?
Best: They're sooo easy to eat. Worst: They're sooo easy to eat.

What is your least favorite food?
Liver is the TOP of my list of least fave foods. Who eats that stuff?

What are some recent bakery trends you have been observing?
Everyone is doing seasonal flavors. Custom cakes appear to be on the upswing and mini cupcakes are growing in popularity.

What are your future plans for Sweet Revenge?
I'm developing a custom-order cake line and working on a robust brunch menu.