Before Cake Boss took US viewers by storm, bakeries in England and across Europe were already building pastry masterpieces. For the past four years Cake & Co. on Queen Anne Road in Teaneck has brought those bakery delights to North Jersey. Now Cake & Co can offer the expertise of the British bakeries with their newly hired pastry artist, Shaina Dubroff. Originally from Manchester, England, Dubroff studied with the masters of cake design, an experience that included an apprenticeship in the bakery that made Princess Diana’s wedding cake.
At the Cake & Co. storefront on a regular weekday morning, there was a bustle of activity. In the pre-Chanukah season, Dubroff’s assistant methodically decorated Chanukah cookies, his steady hand evident in the precision and artistry visible in the results. Dubroff herself is warm and friendly, and the air was rich with the smells of fondant, cake and frosting. An entrepreneur and mom of three boys, she is the ultimate multitasker, taking orders, doing an interview, meticulously laying fondant, constructing a cake with perfection and sawing—yes, sawing—dowels (“They’re necessary to support the weight of the cake tiers,” she explained), all with trademark warmth.
Dubroff began learning the art of cake design at the age of 16. Too young to attend the seminary of her choice, but already finished with high school (the schools in England have optional grades after age 16), she found a cake-decorating class, enrolled with her friends and didn’t look back. While most of her friends decided not to continue this course—after all, cake decorating is a costly investment and usually not as useful as something like sewing—Dubroff, who had always been artistic and loved painting and everything related to art, took to the course like a natural, and 12 years ago she dedicated herself to full-time cake design.
After moving to the United States, Dubroff started work at a bakery in Brooklyn. Her design skills were something rarely seen in the United States, especially in a kosher bakery, and her cakes were always in demand. “People didn’t even know what fondant was,” said Dubroff, referring to the sugary confection now a staple in many cake creations. This niche opportunity for clients in search of boutique cakes quickly built up the bakery’s custom-cake business.
When her family moved to New Jersey and the commute to Brooklyn was no longer feasible, she jumped at the opportunity to take this role at Cake & Co. Partnering with Richard Heisler of Butterflake means that Dubroff is not responsible for baking the cakes, just decorating them. Butterflake’s delicious nut free baked goods will carry over to the materials used for Cake & Co. as well, with the addition of some out-of-the-box frosting flavors that are her own creation.
“Speaking with Richard Heisler of Butterflake, I knew this was a partnership I could enjoy. Perfection is very important to me. You can’t have a good cake without perfect ingredients, and I always aim for perfection,” Dubroff said.
Each inquiry receives her attention and personalized artistic vision. She loves the ability to converse directly with the client and hear their vision. For the client, it should be reassuring to know they are talking to the person who will be decorating their cake. “Every person, regardless of event size or order size can get a cake here,” Dubroff said. “The attention to detail, personal attention and opportunity to bring a dream to life in a cake is given to anyone who walks through the door.”
Besides the obvious cake options, Cake & Co. has a variety of desserts and confections, including cupcakes, which can be decorated in almost as varied a manner as full cakes. Cookies are not average-sized cookies—they are jumbo and beautifully designed. Cake pops, decorated, chocolate-covered Oreos and chocolate-dipped Rice Krispies treats can be ordered as well. Dubroff also makes “surprise cookies,” which are a covered box shape with treats inside. She offers “push pops,” which are exactly what they sound like—clear containers filled with layers of cake, cream and other goodies that can be pushed up and eaten like a mini push-up trifle.
Dubroff also offers decorating classes for any event—tweens or teens, moms, girls night out, bat mtizvahs, showers or anything else—both on location and at their storefront.
Working with party planners and caterers for large events, or families for a small, cozy gathering, or preparing an order placed way in advance, or a last-minute cake needed in a matter of days—whatever the customer wants, Dubroff will ensure its perfect delivery. All her ingredients are certified kosher and pareve under the RCBC. Follow her and Cake & Co. on Instagram at @CakeandCoNJbyShaina. For questions or orders contact her at [email protected] or 201-307-7555.
By Jenny Gans
