After nearly a decade of building a bakery brand from the ground up, Too Sweet Cakes is preparing to unveil its biggest and boldest chapter yet. The women-owned bakery, named one of the top six cake shops in the U.S. by USA Today, will open its first flagship store this October at PV.
The 1,800-square-foot bakery marks a $750K investment and the company’s fourth retail location, but for founder Shelbi Geyer and her husband (whom she met via the coffee shops she was selling to), it represents something even more personal: the chance to finally bring Shelbi’s vision to life.
Geyer’s journey began in Bend, Oregon, where she founded Too Sweet Cakes in 2016 as a small wholesale business, then opened her first storefront in 2018. Since then, the brand has expanded across Oregon and Arizona, with pastries now carried in more than 100 wholesale accounts, including Black Rock Coffee Bar, The Coffee Bean & Tea Leaf and Zupan’s Markets. For Geyer, Arizona offered room to grow.
“There have been so many defining moments. I was 22 years old when I opened my first bakery. I faced the pandemic, expanding into wholesale, and now preparing to open our newest location,” she said. “We are so blessed to have several people who have been with us almost 10 years, and we have grown with them. Those reminders of why we do what we do have carried me through every season of entrepreneurship.”
Designed in partnership with Phoenix-based House of Form, the flagship will channel a modern European neighborhood bakery aesthetic, complete with a blush-toned exterior, a full coffee bar, and a separate walk-up window. While Geyer is keeping some design surprises under wraps, she says the space is meant to feel like an elevated gathering place where community and celebration naturally come together.
“Arizona felt like an opportunity to dream bigger,” she said. “Not only because of the thriving community and entrepreneurial spirit, but because it gave us the chance to expand our vision of creating gathering places where people can celebrate life’s everyday moments.” That entrepreneurial spirit was shaped early by her grandfather, whose belief in her laid the foundation for the business she runs today.
“My grandfather believed in me before I fully believed in myself. He taught me the value of hard work, integrity, and following through on your commitments. He encouraged me to take risks, to think bigger, and to build something meaningful, not just successful,” Geyer said. “Many of the values that guide our company today, like doing things the right way, even when no one is watching, were shaped by his influence. His support gave me the confidence to pursue this dream, and his example continues to inspire the way I lead.”
That commitment to hospitality remains central to the brand. At Too Sweet Cakes, the philosophy is simple: life’s too short not to be sweet. The team strives to create memories: catching up with friends over coffee, picking out a birthday cake, or simply treating themselves in the middle of an ordinary day.
The new location will feature the bakery’s specialty celebration cakes and signature croissant doughnuts made with an exclusive all-butter recipe, plus gluten-free and vegan options. Guests can also expect cinnamon rolls, French macarons, cookies, cupcakes, and a new grab-and-go savory lineup that includes Roman-style pizza, baguette sandwiches, and salads.
While favorites like cheesecake, crème brûlée, and vanilla-sprinkle doughnuts continue to top customer lists, Geyer admits her own tastes lean more toward the classic. As the October opening approaches, Geyer says what excites her most isn’t just the pastries — it’s the moments people will create there. Too Sweet Cakes is slated to open in October 2026. For more, visit Too Sweet Cakes.
