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Serina Newborg, owner, and fellow baker, Niccole Manus

Something Sweet By Serina

Sugar 'n Spice 'n Everything Nice 

 

By M Malia Vincent-Finney

Published Jan 2015, Volume1, Issue 1

 

The sign on the tray says, “Life is uncertain, eat dessert first.” 

On said tray are three sumptuous cheesecake cupcakes topped with glistening fresh raspberry topping. My first thought? “Ohhhh, yeah..!”

The person responsible for this incredible edible is first-time business owner, sole proprietor, Riverside native, and mother of three,  Serina Newborg. She is also the namesake of her company, Something Sweet by Serina.

The store had a what is referred to as a “soft opening” on February 15th last year. Their grand opening happened on July 19th. 

 

 “Being first time business owners, we wanted to give ourselves a few months to get into work flow before we announced our arrival,: Serina said. 

Serina's inspiration for her bakery began at home cooking and baking for her family and friends.

 

“ It has always made me happy to see others enjoy my cupcakes and cookies, said Serina. “I would jump at the opportunity to share my baked goods whenever there was a potluck at work or an event at my kids’ school.” 

 

People knew a good thing when they tasted it. Soon Serina's baked goods got noticed and her cupcakes and cookies were be ordered for events.

 

 Why businesses open on Main Street was one of the questions posed to business owners for this cover story. Serina responded, “Honestly, we would not have opened anywhere else other than where we are.  With the popularity of downtown Riverside and the Convention Center being reopened, we knew that our chances of success would be greater being on Main Street.” 

 

   Entrepreneurship is a family affair. Serina's parents own The Upper Crust Sandwich Shoppe located in the same building, just doors away from Serina's bakery in The Emporium.

 

“Working so close to my parents’ business also brought a great deal of support from the other local business as well,” said Serina. “We do get a lot of foot traffic.  I feel that we are in the perfect location. We have two big hotel chains right next to us, the beautiful Mission Inn and the newly renovated Convention Center.”

 

  Serina attributes her decision to locate in The Emporium on the fact her parents were already there. While still a home-based business, Serina supplied baked goods to The Upper Crust.

 

  “Having support from other local business is important, especially when opening a new business within such a small area,” Serina said. “My parents have been there for years and I’ve had the opportunity to work with many of the other business over those years, as 

well as other neighboring establishments. I had a great amount of encouragement and support from them, and had gained their love for my products.

 

   “Before my shop opened, I got my Cottage Food license so that I was able to bake from my home,” said Serina.  “I would supplement their baked goods with my lemon cookies, pumpkin cookies and cupcakes.  I was able to grow my customer base and get a small following of customers from the local shops/business. Now that my shop has opened, I no longer supply them with any of my baked goods, they make their own. I must admit, they do make delicious brownies.” 

 

   When opening a small business that will serve foodstuffs, the highest costs, including sweat equity, are expended on equipment, installation and tenant improvements. Serina's bakery was such a location.

“We had to completely remodel, purchase and install our equipment,” Serina said. “Before Something Sweet, it was a clothing store. Years ago it used to be a tea room. I had worked for the lady who owned the Royal Tea Room and I knew that with a little hard work, we would be able to turn it into a bakery.”

Most of the bakery's business derives from local businesses on Main Street and the Mile Square with some business from university students. Much of her advertising is word of mouth. In September, the bakery began offering a cupcake of the month. Her word-of-mouth advertising did so well, she can say her cupcakes are eaten by celebrities.

 

   “We started with the Maple Bacon cupcake because I was told those are Huey Lewis’s (from Huey Lewis and the News) favorite,” Serina said. She baked a batch for him and delivered them to him personally the night he performed at the Historic Fox Theatre.

 Popular cupcakes are the Chocolate Peanut Butter, closely followed by the Espresso, Lemon, and Dutch Apple. 

 

   Business has been steady at the bakery. Serina's following has grown by “leaps and bounds,” she says, allowing Serina to hire Niccole Manus, who has several years experience in the food industry. During the infrequent slow periods Serina and Niccole use the time to develop new ideas and make improvements they have little time to do otherwise, that will boost the business, such as décor and customer service. 

 

   “We are still a work in progress,” said Serina, “but we hope that everyone that comes into our shop walks away with a delicious treat, and  a positive experience.” Popular cupcakes are the Chocolate Peanut Butter, closely followed by the Espresso, Lemon, and Dutch Apple. 

 

   Business has been steady at the bakery. Serina's following has grown by “leaps and bounds,” she says, allowing Serina to hire Niccole Manus, who has several years experience in the food industry. During the infrequent slow periods Serina and Niccole use the time to develop new ideas and make improvements they have little time to do otherwise, that will boost the business, such as décor and customer service. 

 

   “We are still a work in progress,” said Serina, “but we hope that everyone that comes into our shop walks away with a delicious treat, and  a positive experience.”

of new customers through the increased foot traffic. 

 

 As a new small business owner, Serina takes it one day at a time.  

 

 “Riverside is my and my family’s home and I am so proud to be contributing to it with a small business,” Serina said. “My ultimate goal is to make people happy, and what better way to do that than through the love of sweets. My family is, and always will be, my first priority.”

 

  “I feel very fortunate to have a business located so close to my parents and to be able to have my own children come in and work with me,” said Serina. “Being a mother of three (9, 12 and 19 years old) it was important to me to show them that you can make your dreams a reality; through hard work and the support of family and friends, anything is possible,” Serina said. “I’m able to enforce this lesson every day when I open the doors for business at Something Sweet by Serina, and have them work side-by-side with me.”

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