Ashleigh Fitzwilliam Mixes Cupcakes That Are All Grown Up
Ashleigh Fitzwilliam of Intoxicake NYC
After a boom in bakeries, some say the cupcake business might be slowing a bit. But seriously, who doesn’t like a cupcake?
No one is mixing ingredients like New York City businesswoman Ashleigh Fitzwilliam. The full time publicist, who somehow finds time to pursue a Master’s degree in public health, recently launched Intoxicake NYC, a niche brand that infuses adult beverages in childhood treats.
Intoxicake NYC is already expanding outside its original product line of liquor-infused cupcakes and milkshakes to include a larger range of sweet treats, apparel, adult-toy gift boxes, and a line of fragrances. Fitzwilliam credits her West Indian heritage and Britney Spears as the inspirations for the brand. She noticed no one in the market was taking advantage of culinary traditions like the recipes for rum cake and coconut drops her Jamaican mother and Trinidadian father had passed down to her. Cue Spears’ hit “Toxic,” playing in the background of a brainstorm session, and the rest is history.
When you take in Ashleigh’s success, it’s hard to believe Intoxicake NYC was just launched in September on Facebook. “I had an idea and my mother told me ‘You know Ash, you have a great idea, don’t release it yet, get everything in order, and then release it,’” she remembers. “That impulse to know how others would view this market overtook me.” Ashleigh put together a logo on Microsoft Paint, drafted a description, and released it to her network. “I was astonished at the response I got!” She said. “People began placing orders as soon as I put it up there.”