Aug 4, 2008

Specializing in the Sweet StuffBy Nadra KareemSFVBJ.com

Whether they sell cookies, cupcakes or yogurt, businesses that hawk sweets have become all the rage in the Los Angeles area in recent years.

Now the trend of sugary-oriented establishments is hitting the Conejo Valley, the home of three new such businesses as well as of an industry mainstay.

For the past three years at least, Danny Margolis, vice president of Command Performance Catering, has seen a spike in interest in businesses that feature sweets bars, cupcakes and the like. His company routinely refers clients to businesses that specialize in providing sweets. According to Margolis, many clients even seek out sweets that match the color theme of events they’re organizing. The reason? Everyone wants their events to be as memorable as possible, Margolis feels.

No matter the specific items treats purveyors provide, most share the commonality of allowing patrons to customize goods in some manner. Challenges include the rising cost of ingredients, securing fresh produce and carving out a niche in the gift industry.

“People are busier today than ever before and these things are really an indulgence. … That’s what I think people are doing with their spare time, stopping and taking some time to savor the sweeter things in life,” explained Tony Miller of Thousand Oaks-based Treat Sweets of the popularity of such businesses.

Located in the Paraíso lifestyle center, the store just opened. It offers everything from candy to cake to pie and contains a dessert bar.

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