IBIE preview: Jenna Rae Cakes demos dust and dazzle

Jenna Hutchinson and Ashley Kosowan are savvy sisters whose smart instincts and hard work have led them to grow their business Jenna Rae Cakes to a mini empire that has an impact well beyond their hometown of Winnipeg where they run three locations of their popular bakery and sweets shop.

Hutchinson is the talented cake designer behind Jenna Rae Cakes. Kosowan, her twin sister, is the company’s CEO and a gifted graphic designer. Not being classically trained in baking and decorating has meant they had to figure things out on their own how to start, operate and promote a baking business. It also has meant no rules or preconceived notions of what a bakery should be.

The partners talked with Bakers Journal about their growing business, some of the projects they’ve taken on over the years and an educational demonstration they are doing at the International Bakery Industry Expo.

At first they worked, heads down, side by side, sharing most of aspects of the business that needed attention. Now Ashley does branding, new products and marketing. Jenna focuses on making the cakes. “We have different skill sets, so we’re not jealous of each other,” Ashley says with a laugh. “We went from a two-woman shop to currently employing 45 people, including a customer service team and a bakery team. We built it over last eight years. We focus on what we are good at, and for other tasks, we hire people who are better at certain tasks than we are.”

Ashley says, “A lot of people love the baking side of it. It’s been nice to step back and focus on the bigger picture.”

Photos: Jenna Rae Cakes

They created and sell two types of glitter: Dazzle Dust – within that there are four metallics and line of edible glitter – and Lustre Dust for bakers.

What trends are they seeing right now at JRC? “This summer – and it kind of shocked me – people have been asking for white or monochromatic wedding cakes,” Jenna says. “So it’s a return to the classics. You have to emphasize details using texture and sugar flowers.”

At the IBIE demonstration, we are going to show ways to use Metallic Lustre Dust in both traditional and unexpected ways, often using pantry items you most likely already have, like slivered almonds and sprinkles, Jenna says. “Metallic touches can really transform your baked goods with added texture and shine,” she adds. They will show creative techniques, including edible fabric. “We’ll be sharing tons of ideas,” Jenna says. “Some people think that Metallic Lustre Dusts have limited uses, but we are here to show you how it can quickly elevate your cakes and baked goods with some fail-proof direction – often times using everyday items that you already have in your kitchen!”

Her favourite way to use lustre dust? “Edging sugar flowers. We use it a lot for that.”

Ashley says, “We’re looking forward to seeing Buddy Valastro from Cake Boss – he’s the reason Jenna started designing cakes. His show catapulted this whole baking-at-home trend.”

You can see the demo “The Many Decorative Uses of Metallic Lustre Dust” on Sept. 20 from 2:45 to 3:30 p.m. PT as part of IBIE Sept. 17-21 in Las Vegas. Register at bakingexpo.com and use the discount code “JENNARAE” for 15 per cent off.