You don’t have to venture into Manhattan for a good cupcake, as two Plainview residents are demonstrating with their confectionery creations at JJ’s Rockin’ Cupcakes & Cakes in Massapequa.
Owners John “JJ” and Karin Hlywiak have known each other since they were 14-year-olds in Brooklyn. After getting married and moving to the Hudson Valley area, John, a master carpenter and Karin, a wedding planner and owner of Cinderella4aDay, soon realized that a hidden talent could possibly change their lives forever.
“JJ randomly decided to bake a cake one night,” said Karin, who tasted JJ’s creation and knew that he had something going. “I told him that I think he should start making cupcakes. He said ‘what are you talking about, I never went to culinary school,’ and I said since he bakes all the time and his cakes are really good, why not?”
JJ began perfecting a recipe and when he finally nailed it, he and Karin branded JJ’s Rockin’ Cupcakes & Cakes in 2011. Although the pair does not have culinary experience or a degree in business, Karin has been an entrepreneur since she was 19 and her knowledge of the industry and JJ’s love for baking was enough to move the couple to Plainview, and open a storefront in Massapequa three months ago.
“I was nervous about the location, but our realtor said that there was nobody like us in this area and we would do great,” said Karin of the store’s location at 5497 Merrick Rd., Massapequa. “I ordered every cupcake from every top place and did a blind taste test and everyone picked ours. Then, I went around town and brought our cupcakes with me because I want to be part of a community.”
As for baker JJ, his day begins bright and early at 5 a.m.
“I bake all day to ensure my customers have super fresh cupcakes…they are low in sugar, no preservatives and all of our ingredients are fresh daily,” said JJ, adding that he uses local ingredients but imports cocoa and chocolate from Belgium. “I love getting to share the day with my lovely wife and I love the expression on people’s faces when they take a bite out of one of my treats.”
Any of JJ’s Rockin’ Cupcakes are available year round, except for the seasonal fruit flavors. The shop does customize orders of four or more and creates special flavors around the holidays.
“All of the flavor is in the base of the cake, not just the frosting, which is why we’re different…we flavor the whole cupcake,” said Karin of the cupcake menu,which has more than 30 flavors. “Chocolate Peanut Butter Explosion, Triple Chocolate and Chocolate Chip Overload are our best sellers. Our signature buttercream ‘frostin’’ even beat out Magnolia Bakery’s frosting.”
As sweet as the cupcakes she sells, Karin caters to every customer as if they were a member of her own family. With the help of best friend Beth Fruchtman and a ton of repeat customers already, JJ’s Rockin’ Cupcakes & Cakes does business by word of mouth and uses social media to garner attention.
“Karin is very involved in giving back. She made a cupcake for autism awareness that looked like the spectrum; they did an event for Michael J. Fox, participated in Fashion Week and were also on the TLC show ‘Four Weddings,”’ said Fruchtman, who helps stock shelves, answer phones and take orders and reservations. “My favorite cupcake is Suga Suga, a crispy, crunchy sugar cookie with powdered sugar on the outside and gooey and mushy cake on the inside.”
Since the couple grew up in Brooklyn, they know that there is no topping Brooklyn quality pastries.
“If we couldn’t do it 150 percent, we weren’t going to do it at all,” said Karin in response to why they opened a cake and cupcake shop and not a bakery. “We wanted to specialize in a few different areas. I make the cannoli cream for our cannoli cupcakes, and we also have cupcakes, cakes, cake pops, ice cream cakes and cheesecakes.”
The Hlywiaks want nothing more than to make JJ’s Rockin’ Cupcakes & Cakes a family oriented place in the community. JJ’s hosts kids’ parties, makes smash cakes and also offers Tiny Tuesday where there is an abundance of mini cupcakes available at the store. A regular cupcake is $3.25, but JJ’s cupcakes are bigger than the average cupcake you whip up at home, as are their minis.
“Cupcakes are not a trend…if they were, Betty Crocker would have been done a long time ago,” said Karin, adding that her original cupcake bar is anything but a fad. “You pick your cupcake and frosting and we frost it for you right on the spot.”
Family owned and operated businesses are very rare, but the Hlywiaks know how fortunate they are.
“People should visit our store so they can taste all the love that goes into our delicious cupcakes,” said JJ. “It’s a lot of work, but we’re very blessed and very grateful to everybody and that our vision is coming to fruition,” added Karin.
