Jenna Rae Cakes

What Jenna Rae Cakes does

Jenna Rae Cakes is a Winnipeg-based luxury artisan bakery founded in 2014 by twin sisters Jenna (cake designer) and Ashley (designer and photo stylist). The company designs, produces, and sells handcrafted celebration cakes, macarons, cupcakes, cookie sandwiches, brownies, and party platters through four physical retail locations in Winnipeg — Academy Road (flagship), Island Lakes, The Forks, and YWG Airport (added 2025) — alongside an e-commerce storefront for local pickup and Canada-wide shipping of non-perishable items. Its core proprietary technology stack centres on custom cake design capabilities and the in-house Dazzle Dust line of CFIA-licensed, FDA-approved, Kosher-certified edible glitters and lustre dusts, complemented by house-made Liquid Flavours extracts and a content library of over 100 signature flavour combinations.

The business operates a multi-channel revenue model: (i) one-time retail purchases of ready-made products in-store and online; (ii) bespoke custom cake orders booked 1–2 weeks in advance for events and 4–6 months in advance for weddings, priced from $45 for classic cakes up to $1,000+ for wedding tiers; (iii) a B2B wholesale program (order minimum $350) distributing Dazzle Dust, Liquid Flavours, and macarons to SMB bakeries, cafes, and gift shops across Canada, the US (paused), Australia, and Switzerland via Sezzle payment plans; (iv) cake decorating classes delivered both in-person and through the If I Made It online course platform; and (v) branded lifestyle merchandise including apparel, candles, perfume, puzzles, and two Penguin Random House cookbooks. Customer segments split between individual consumers purchasing for celebrations (primary), wedding and corporate event clients, and wholesale SMBs, with marketing driven by Instagram-led earned media, the Sweet List email newsletter, and a Friends of JRC creator community.

The company is privately held, bootstrapped with no disclosed institutional investors or parent entity, and is co-led by the two founding sisters. The headcount is not publicly disclosed. Strategic emphasis in 2024–2025 has been on expanding brand reach via the Food Network Wall of Bakers judgeship, the Loacker 100-year anniversary co-branded partnership, a new airport retail concession, and broader wholesale penetration — while charity programming (the JRC Birthday Cake Club with Toba Centre, Children's Hospital Foundation Manitoba, Ronald McDonald House, and Neecheewam) supports community positioning in Manitoba.

Name

Jenna Rae Cakes

Legal name

Jenna Rae Cakes

Website

https://jennaraecakes.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Jenna Rae Cakes is a privately held, Winnipeg-based artisan bakery founded in 2014 by twin sisters, operating four retail locations plus e-commerce to sell custom celebration cakes, macarons, and baking supplies (including its proprietary Dazzle Dust edible glitter) to individual consumers, wedding and corporate clients, and wholesale SMBs across Canada and selectively abroad.

Ownership category

akta.pro rank

Product category

Artisan Bakery and Custom Celebration Cakes

NAICS

Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118), Sugar and Confectionery Product Manufacturing (3113)

SIC

Bakery Products (2050)

akta.pro primary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

akta.pro secondary industries

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB), Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Dessert Cafes (Coffee + Desserts) (THAFADAH)

Keywords

• Custom celebration cakes
• Gourmet macarons
• Wedding cake design
• Edible glitter products
• Artisan bakery

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Bakery Products: One-time sales of cakes, cupcakes, macarons, cookies, brownies, and other baked goods through physical locations and online ordering for pickup.
2. Custom Cake Orders: Bespoke custom cakes ordered 1-2 weeks in advance for weddings, events, and special occasions with design customization options.
3. Wholesale Distribution: Wholesale products sold to retailers across Canada, US, and internationally including Dazzle Dust, Liquid Flavours, macarons, and cookbooks. Order minimum $350.
4. Classes and Workshops: In-person and online cake decorating classes and workshops teaching various techniques from beginner to advanced levels.
5. Lifestyle Merchandise: Apparel, cookbooks, candles, perfume, and home goods branded with Jenna Rae Cakes aesthetic.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Jenna Rae Cakes is a Winnipeg-based luxury handcrafted bakery that designs and produces custom celebration cakes, gourmet French-style macarons, cupcakes, cookie sandwiches, brownies, and dessert tables. The company also develops and sells its proprietary Dazzle Dust line of CFIA-licensed, FDA-approved 100% edible glitters and lustre dusts, along with house-made Liquid Flavours baking extracts, and offers cake-decorating classes and a wholesale program distributing its branded ingredients and ready-to-sell products to retailers across Canada, the US, and internationally.

Product overview

Jenna Rae Cakes is a Winnipeg-based luxury bakery founded in 2014 by twin sisters Jenna and Ashley, offering a diverse portfolio of celebration cakes, gourmet macarons, cupcakes, cookie products, and branded baking supplies. The product line centers on three core offerings: custom celebration cakes (including wedding cakes, customizable designer cakes, and fully custom one-of-a-kind creations), signature macarons (classic, printed, and gift boxes), and cupcakes (weekly rotating flavors, classic, and custom designed). Supporting the core products are proprietary Dazzle Dust edible glitter/lustre dusts and Liquid Flavours baking extracts, which have become signature products sold through wholesale to retailers across North America. Additional offerings include cookie dough cups, cookie sandwiches, brownies, party platters, gift packaging, JRC cookbooks (with 100+ recipes), and cake decorating academy classes (in-person and online). The business operates multiple retail locations in Winnipeg (580 Academy Road, Island Lakes, The Forks, and YWG Airport) with local delivery via Trexity and shipping across Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Dazzle Dust: Line of 100% edible glitters and lustre dusts created by Jenna Rae Cakes. CFIA licensed and FDA-approved, vegan, gluten-free, nut-free, and dairy-free.

Products and services

• Celebration Cakes Signature celebration cakes including classic cakes (Vanilla, Vanilla Sprinkle, Peony and Pearls), customizable designer cakes, fully custom one-of-a-kind cakes, and last-minute cakes. Available in various sizes and designs with customizable flavors, colors, and decorations for birthdays and general celebrations.
• Wedding Cakes Custom wedding cakes ranging from under $200 to $1,000+, featuring various tiers, sugar flowers, and custom designs. Booked through inquiry form up to a year in advance with 4-6 months typical lead time.
• Macarons Gourmet French-style macarons with crispy shells and fluffy interiors, featuring signature flavors such as Salted Caramel, Cotton Candy, and Nutella. Available as classic macarons, printed macarons with custom designs, macaron gift boxes, and macaron cakes.
• Cupcakes Cupcakes available in weekly rotating flavors, classic options, 'The Works' decorated varieties, rainbow swirl designs, and custom designed cupcakes with personalized colors, toppers, and decorations.
• Dazzle Dust Edible Glitter Proprietary line of 100% edible glitters and lustre dusts. Edible Glitter (pink lid) adds large visible sparkle flakes; Lustre Dust (purple lid) provides soft metallic sheen. CFIA-licensed (License #4CNCRG7B), FDA-approved manufacturer, Kosher certified by KOF-K, vegan, gluten-free, nut-free, and dairy-free.
• Liquid Flavours House-made flavoring extracts for baking, available in commercial and retail sizes. Iconic flavors not available elsewhere, offered through wholesale to bakeries, restaurants, and retailers.
• JRC Cookbooks Published cookbooks featuring over 100 recipes with hundreds of 5-star reviews. Distributed through Penguin Random House and sold via the JRC storefront.
• JRC Academy Classes In-person and online cake decorating classes taught by Jenna Rae Cakes, including Cakes 101, Birthday Oreo, Lemon Raspberry, and Unicorn cake decorating courses. Also offered as online courses through the 'If I Made It' platform and via the JRC YouTube channel.
• Wholesale Program B2B wholesale program for registered businesses to carry Dazzle Dust, Liquid Flavours, and macarons. Order minimum $350 with Sezzle payment plans available. Available across Canada, US, and international locations including Australia and Switzerland.
• Dessert Tables Custom dessert table setups featuring JRC products arranged on acrylic display shelves for events and celebrations.
• Cookie Sandwiches Chewy sugar cookies filled with flavored buttercream and various toppings. Best seller is Toffee Salted Caramel. Available in over 15 flavors including Birthday Cake, Chocolate Chip, Nutella Brownie, and S'mores.
• Cookie Dough Cups Edible cookie dough cups made without eggs and with heat-treated flour for safe consumption. Available in chocolate chip flavor with vegan-friendly options.
• Brownies Rich fudgy brownies including the Cookie Dough Brownie featuring brownie base topped with cookie dough and chocolate layer.
• Meringues Rainbow-colored glutenless meringues sold in acrylic cylinders, for gifting, cake decoration, or enjoying as a treat.
• JRC Merchandise Lifestyle products including apparel, jewelry, perfume, candles, puzzles, and home goods featuring JRC branding.

Quantifiable outcome

• Cookbook became a best-seller with over 100 recipes and hundreds of 5-star reviews
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• LoackerflagshipStrategic or Co-development Partner · 1 January 2025Partnership with Loacker to celebrate 100 years of pure goodness. Jenna Rae Cakes created special celebratory products featuring Loacker wafers. Announced via Newswire and featured in Vita Magazine.
• Toba Centre for Children & YouthcoreStrategic or Co-development PartnerManitoba's only child advocacy centre. Jenna Rae Cakes provides birthday cakes to children receiving services at Toba Centre through the JRC Birthday Cake Club charity initiative.
• Children's Hospital Foundation ManitobacoreStrategic or Co-development PartnerJenna Rae Cakes supports the foundation through birthday cake donations for children in hospital as part of the JRC Birthday Cake Club.
• Ronald McDonald House Charities ManitobacoreStrategic or Co-development PartnerJenna Rae Cakes provides birthday cakes to families staying at Ronald McDonald House through the JRC Birthday Cake Club charity initiative.
• NeecheewamminorStrategic or Co-development PartnerHealing Lodges for Manitoba's Children. Jenna Rae Cakes provides birthday cakes to Indigenous youth requiring safe care, incorporating the Seven Sacred Teachings approach.
• SkipTheDishescoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform partnership for local delivery of daily menu items within Winnipeg delivery radius.
• TrexitycoreChannel Partner/ Reseller/ DistributorLocal delivery partner for Winnipeg and surrounding area deliveries. Provides tracking notifications and delivers within 10am-6pm window.
• UPScoreChannel Partner/ Reseller/ DistributorShipping carrier for Canadian orders. Replaced Canada Post during strike period. Ships non-perishable items across Canada.
• If I Made ItminorStrategic or Co-development PartnerOnline course platform hosting Jenna Rae Cakes cake decorating classes including 'From Assembly to Cake Decorating' and 'Intro to Cake Design'.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Magnolia Bakery: Iconic NYC-based bakery famous for cupcakes, layer cakes, and banana pudding with multiple retail locations and nationwide shipping. Closely comparable to Jenna Rae Cakes on celebration cakes, retail DTC model, and brand-led positioning around visual presentation.
• Milk Bar: Christina Tosi-founded bakery chain known for creative layer cakes, cookies, and novelty desserts with retail locations and nationwide shipping. Highly comparable on custom celebration cakes, lifestyle brand extension, cookbook publishing, and content-led growth strategy.
• Lady M: Luxury cake brand specializing in signature mille-crêpes and high-end celebration cakes with locations across the US and Asia. Comparable on premium pricing, wedding/event positioning, and DTC ordering for celebration occasions.
• Levain Bakery: NYC-founded bakery famous for oversized gourmet cookies and bakery items with multiple retail locations and nationwide shipping. Comparable on premium artisan baked goods, signature product positioning, and DTC retail model with strong social media presence.
• Baked by Melissa: NYC-based bite-size cupcake and macaron brand with retail locations and nationwide e-commerce shipping. Directly comparable on cupcake and macaron product lines, celebration/gifting positioning, and visual brand identity geared to Instagram-driven discovery.
• Sprinkles Cupcakes: Cupcake-focused chain with retail bakeries and cupcake ATMs across multiple US cities. Comparable on cupcake product specialization, premium DTC pricing, and multi-location retail expansion strategy.
• Ladurée: French luxury macaron and patisserie brand with global retail locations and wholesale distribution. Directly comparable on macaron product line, premium gifting positioning, and international expansion of a bakery-led brand.
• Carlo's Bakery: Hoboken-based custom cake and pastry bakery famous from Cake Boss TV series with multiple retail locations and nationwide shipping. Closely comparable on custom celebration and wedding cakes, TV-driven brand awareness, and custom design capabilities.
• Georgetown Cupcake: DC-based premium cupcake chain featured on the DC Cupcakes TV show with retail locations and nationwide shipping. Comparable on cupcake-led product mix, multi-location DTC bakery model, and TV-driven brand exposure.
• SusieCakes: California-based boutique bakery chain specializing in celebration cakes, cupcakes, and dessert bars with retail locations across the West Coast. Comparable on premium custom cakes, wedding/event segment, and multi-location retail bakery model with strong regional brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCV0RkkTUnT1t1FCq-VZOsGw
• Facebookfacebook.com/jennaraecakes
• Instagraminstagram.com/jennaraecakes
• Pinterestpinterest.ca/jennaraecakes/_saved

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jenna Rae Cakes