Wauwatosa Business Spotlight: Gigi's satisfies even the biggest craving for cupcakes

Kevin Wall wasn't sure what to think when his wife suggested they open a cupcake shop.

"I'm an architect. Annette is an attorney. We're not exactly foodies," Kevin said.

But as the great recession brought the country to its knees — and left so many financially prostrate for the next few years — Kevin warmed to the idea.

"Between 2008 and 2012, I was bouncing around from firm to firm just trying to keep busy as an architect. That signaled to me it was time to change professions."

So, after 30 years as an architect, Kevin retired. And, in January 2012, he and Annette opened Gigi's Cupcakes, the local franchise of a Nashville-based company started just months ahead of the crash by Gigi Butler, who chased her dream with just $33 in her bank account. Butler, who has 100 shops nationwide, will be featured Friday on the CBS reality show "Undercover Boss."

It's a story that resonated for the Walls, who cashed out retirement accounts to cover their franchising fees.

"It was a big leap of faith," Kevin said.

Annette agreed. "It was a big deal. And it started out almost as a whim."

She first daydreamed about opening a cupcake shop after Heinemann's restaurant was torn down in 2007.

"My kids went to Tosa West, which is right down the street. And when I would drop them off at school on my way to work in the morning, I was struck with this dream of, 'Wouldn't that be the perfect location for a cupcake shop!' It was just this silly idea. Then the shopping center went up."

As storefronts filled up, though, Annette began to worry.

"One day, I said, 'Wow! If I don't get serious about opening a cupcake shop there, I might miss my chance.'"

So, she went online, where she found Gigi's.

"I'm a Food Network junkie. My mom was in the food business forever; she was one of the cooks, one of the lunch ladies in our school district growing up, and just an extraordinary baker," Annette said. "I fell in love with Gigi's story."

They built the shop slowly, offering samples to local business and donating to local charities, like the Ronald McDonald House.

"Is it a marketing tool? Yes, it is. But people can't wait to eat them. It makes their day, and it puts out a good feeling and smiles," said Kevin, who works full-time at the shop.

Annette, who is still full-time at Quad/Graphics, helps close up on weeknights and works weekends, along with a team of 12 employees.

"Without the rest of the team, we'd be nothing," Annette said.

"They're the backbone of our success," Kevin said.

Together, they keep customers steadily supplied with bread, cakes, sugar cookies, pies and, of course, cupcakes, many with the signature Gigi Swirl, a 3-inch high pile of frosting that can stun even the sweetest tooth.

"Not necessarily everybody likes all that frosting," Kevin admitted. "So, I always say, 'Put it in a bowl, eat the cake down and get as much or as little as you want.'"

JUST THE FACTS

BUSINESS: Gigi's Cupcakes, 2751 N. Mayfair Road

WEB: Facebook (Gigi's Cupcakes Wauwatosa) or www.gigiscupcakesusa.com

PHONE: (414) 777-7465

OWNER: Kevin and Annette Wall

INCORPORATED: 2012

TYPE OF BUSINESS: bakery

PEARLS OF WISDOM: "The nice thing about cupcakes is we don't have to start at 2 a.m. like the donut people do. And that extra four hours, from 2 a.m. to 6 a.m., makes a big difference," Annette Wall said.

"Most customers are genuinely happy. Children come in, 'Cupcake! Cupcake!' And some adults come in, 'Cupcake! Cupcake!' and have their faces against the glass as much as the children. It's like serving pure jou." Kevin Wall said.

BY THE WAY

Dreaming of free cupcakes for a year?

In honor of Gigi Butler's appearance on "Undercover Boss," each of her franchises, including the shop on Mayfair Road, will be offering a year's worth of free cupcakes.

For your chance to win, visit www.gigiscupcakesusa.com/Wauwatosawisconsin on Friday and register.