Jilly's Cupcakery is a family-owned, gourmet cupcake shop in Roswell, GA with a special devotion to providing gluten free and vegan cupcakes that don't sacrifice flavor or texture. Founded in 2010 and purchased by current owner Maike Rizvi in 2014, Jilly's Cupcakery has been a local favorite for years. Rizvi, a native of Germany with a background in food science, says she knew immediately after purchasing the storefront that she and her husband would expand to have more locations.
"I was a stay at home mum with three kids but was ready to go back to work but I wanted to start my own shop, so my husband and I started looking and we saw that Jilly's Cupcakery was for sale," Rizvi says. "Once we became owners, we knew we wanted to expand."
Soon, Rizvi and her husband opened three more storefronts: Alpharetta, Suwanee and Buford, all under the motto to "Enjoy the cupcake way of life!" She brought classic Jilly's Cupcakery recipes with her, but tweaked and expanded upon many recipes for an even better flavor and the customers went wild. One customer said she's "so glad that they finally have a location closer" to her home so she can visit more frequently.
"We knew we would be a great fit for the suburbs of Atlanta, providing fresh made, from scratch cupcakes and cakes with all the possibilities of customization," Rizvi says.
Jilly's Cupcakery offers ten "everyday" flavors, ones that can always be found freshly made and ready to eat: Red Velvet, Ultimate Chocolate, Salted Caramel, Strawberries n Crème, Cookies n Cream, Birthday Cake with vanilla cake, Birthday Cake with chocolate cake, Old Fashioned Vanilla, Chocolate Peanut Butter and Chocolate Chip Cookie Dough. Each cupcake comes with an intricate topping, whether it be gracefully dropped sprinkles, chocolate shavings, a caramel drizzle or chunky cookie crumbles. For the daily special flavors, each day, except for Sunday, has three flavor options, ranging from tart Lemon, to unique Lavender Honey and classics such as German Chocolate and Carrot.
"Red velvet is absolutely a classic," Rizvi says. "Salted caramel is another very popular flavor with chocolate chip cookie dough or cookies and crème ranging right under that one! The peanut butter cupcake is delicious too, the peanut butter mousse is to die for- so creamy! It's so hard to pick the best flavor. I love them all!"
In addition, Jilly's Cupcakery offers mini cupcakes, cake pops and pull apart cakes. However, what sets them apart from all the other cupcake shops out there is Rizvi's dedication to gluten free and vegan options.
"The number of customers with food allergies and food restriction for health reason or by choice is constantly increasing and baked goods are not always readily available," says Rizvi. "For a child who is unable to participate and eat birthday cake at other children's parties or even their own is not fair. This is absolutely one of the main driving forces for us to create a gluten free cupcake and a gluten free, vegan cupcake that will taste delicious and can look basically identical to the other cupcakes was our goal. Of course we also have many adults with gluten allergies or even celiac disease that enjoy our cupcakes every day!"
Jilly's Cupcakery's Facebook page is graced with many reviews from people thankful that they found these gluten free gems. One customer cites Rizvi's gluten free menu as the best gluten free cupcakes "by far."
"We have a small selection of these cupcakes everyday and the demand rises daily and often times we are already sold out in the morning hours," Rizvi says.
Rizvi has taken a local cupcake business and expanded it to be an Atlanta-area staple. They've been called "little [tastes] of heaven," something Rizvi is no doubt very proud of. After nearly a lifetime of baking in kitchens, Rizvi has found her niche in the small Georgia suburbs.