Get wicked, never feel guilty.
That’s the motto of Sin LLC, a full-service coffee shop, dessert bar and custom-cake shop at 1413 Westminster St. in Providence.
“We have the bakery, we have the desserts, we have the alcohol and we have the custom cakes,” said Sin owner Jennifer Luxmoore. “We’ve pulled it all together into one.”
Luxmoore started the business in 2007 after spending about a decade working for a group of local radio stations. One day, an on-air host was reporting a story about a big lottery drawing, and asked people in the studio what they’d do with the hypothetical winnings.
“I thought about my answer and realized that if money wasn’t an issue, opening a bakery is what I’d like to do,” Luxmoore said.
Struck by her own answer, she enrolled in Johnson & Wales University’s baking and pastry program. She started making small cakes and other baked goods on the side, and eventually left the radio station to pursue her dream. In 2007, she launched Sin and rented kitchen space on Allens Avenue in Providence.
“The first year, there were maybe 50 to 60 events,” she said. “Now, we’re probably doing 200 to 300 weddings, and then we have birthday cakes and bar mitzvahs.”
In the beginning, it was only custom-baked goods. But after building up a reputation, Luxmoore decided to open a small retail store.
Last May, Sin opened the sit-down, plated-dessert restaurant side of the business. Open Thursday through Sunday, patrons can come in and pair cocktails with different desserts and other savory items.
Sin has grown from five employees to about 18. Luxmoore said the transition has come with some challenges. Despite having been in business for more than a decade, Luxmoore likens the opening of her new location to launching an entirely new business.
“I never anticipated how long it takes to build up the coffee business and draw people [in],” she said. “Part of it is letting people know we’re here, so it’s been a tough year.”
The company’s top-line figure for 2017 grew to $380,000 from about $200,000 a year earlier. But Luxmoore would like to see that figure double.
“I don’t want to get into the place where we’re expecting more, and we don’t have it,” she said. “We don’t have historical data for this model, so let’s see what happens.”
The new location gives patrons the opportunity to look through a window and watch the baking operations. The custom side of the business continues to yield robust results, as the company has about 10,000 unique customers in its database.
Luxmoore said her operation has benefited from staying open to all ideas. In addition to traditional wedding cakes and other baked goods, Sin often gets unusual requests.
For example, Luxmoore recently made a “50 Shades of Grey”-themed cake. She’s also done other themes, including a full-sized Yoda from “Star Wars,” and another dedicated to “Godzilla vs. Mothra.”
“It’s probably because of our name,” she quipped. “But if people want something weird, they often come to us.”
OWNER: Jennifer Luxmoore
TYPE OF BUSINESS: Bakery and dessert café
LOCATION: 1413 Westminster St., Providence
EMPLOYEES: 18
YEAR ESTABLISHED: 2007
ANNUAL SALES: $380,000
