The Sweet Divine to Move to Soulard in March


  • Liz Miller

The Sweet Divine (4521 South Kingshighway Boulevard; 636-942-2900) is about to get a little sweeter. The bakery, which opened in south city only last June, is already planning a move next month to bigger digs in Soulard.

The cupcakery began as the dream of Jenna Seibert, who owns the store with her husband, Jason. She used to bake out of her home kitchen, then one day she set out for Georgia and returned with a food truck to start a small cake and cupcake business. Eventually, the truck led to a storefront opening as well as two appearances by the couple on the Food Network's Cupcake Wars. Now, the Sieberts have another opportunity to expand their business in a new neighborhood.

Gut Check caught up with Jason to ask about the upcoming move.

See Also: - First Look: The Sweet Divine

"We're super excited," Jason says. "Cakes are really our forte, but because this place [on Kingshighway] is so small, we have to be selective about what we do."

The move to Soulard will mean more space for Jenna to make cakes, and the couple will be able to live above the bakery with their eight-year-old daughter -- a fitting arrangement, given that baking is in the Seiberts' genes: Jason's grandfather was a baker, and they still use many of his recipes in their kitchen.

Jason himself is a former bricklayer, and he admits to using drywall tools to ice cakes because they feel more comfortable to him than cake tools. The Seiberts hope the increased space and new location will allow them to do more experimentation and start doing what Jason calls "old-school baking" treats like caramel rolls.

"Jenna has done a very good job of incubating with the truck and then this place, which has been great," Jason says. "But now it's time for Jenna's vision."

The new Sweet Divine location will sell coffee drinks and breakfast items as well as cakes and cupcakes. It will also offer free wifi and stay open later on weekends to accommodate neighborhood diners who might want to stop by for dessert. The Seiberts also hope to participate in various Mardi Gras events in Soulard next year.

The Southampton location will close Saturday, March 16, and the new Soulard bakery is tentatively slated to open on Monday, April 15.

Support Local Journalism.
Join the Riverfront Times Press Club

Local journalism is information. Information is power. And we believe everyone deserves access to accurate independent coverage of their community and state. Our readers helped us continue this coverage in 2020, and we are so grateful for the support.

Help us keep this coverage going in 2021. Whether it's a one-time acknowledgement of this article or an ongoing membership pledge, your support goes to local-based reporting from our small but mighty team.

Join the Riverfront Times Club for as little as $5 a month.