Wearing four-inch heels while baking cakes and cupcakes has helped Adrienne D’Amico and Cat D’Agostino make a name for their company.
In 2009 the friends teamed up to open We Bake in Heels, which sparked public interest in their fashion sense in addition to their baked goods.
“For a long time and still probably on a weekly basis people just come in and see if we are wearing heels,” says D’Agostino. “We’ve almost broken our necks probably 125 times and it’s worth it though. We still refuse to put on running shoes.”
“People are often more interested in what we are wearing than our products,” adds D’Amico. “They want to see how high our heels are.”
Since setting up shop on Weston Road north of Highway 7, they added a kiosk in Vaughan Mills this summer — where they are currently in the process of opening a full-fledge storefront — and are looking into franchising their business.
“Since we’re opening a new location we’re going to be developing all kinds of recipes and Cat works on that all the time,” says D’Amico. “We offer all kinds of cupcakes, custom cakes, French macarons and some cookies.”
D’Amico, a former advertising executive, and D’Agostino, a graphic designer, both quit their day jobs to start the business. They decided to open in Woodbridge because they wanted to be somewhere less saturated than downtown Toronto and in an area where similar goods weren’t offered.
“We make small batches, really high-end quality and it’s just impossible to find anywhere around here that’s for sure,” says D’Amico, adding they also deliver across the GTA.
D’Agostino says she loves the science behind baking and tries to test out new recipes on a weekly basis. Although their red velvet has been a best seller, she says their Nutella-filled Ferrero Rocher has also been popular in the area.
“We eat cupcakes everyday,” she says. “But we share them, which makes us, in our minds, feel less guilty for eating cupcakes everyday, but we try to exercise and stuff just so we can have excuses to eat cupcakes and cookies all day long.”
As for the name, they say they came up with it more as a joke and didn’t realize it would be taken so literally.
“We were saying if we opened up a bakery we wouldn’t be like bakers, we would be fancy and we definitely wouldn’t wear running shoes,” says D’Agostino, who has 20 pairs of heels to her name, not including boots or sandals. “Then we said ‘We Bake in Heels’ and we laughed about it, but the more we thought about it, the more it stuck.”
D’Amico says her goal is for their customers to take away great service as well as an amazing product. She says she enjoys receiving feedback that clients devoured every last piece of cake, which she says doesn’t always happen with other wedding cakes.
“One of the greatest parts is that we are in a business that makes people happy,” says D’Agostino. “People come to us to celebrate, which is amazing that we get to come into work and our job is to add to people’s parties, their milestones in life and their celebrations with their families and friends and loved ones. That in itself is a highlight.”