Red Bank's Sugarush To Close, Rebrand As Home Catering Business

RED BANK, NJ - Following a successful decade-long run on E. Front Street, Red Bank-based bakery Sugarush will be shutting down its brick-and-mortar location in favor of an online storefront.

Belleville-born baker Chris Paseka opened Sugarush with Middletown native Jesse Bello-Paseka in 2010 to local acclaim, offering a wide array of larger-than-life custom cakes, cupcakes, cake pops and other assorted treats. Over the last 10 years, the shop and its owners have been featured on "The Chew" on ABC, "Dina's Party” on HGTV and "Mob Wives" on VH1. They’ve also created custom cupcakes for brands like Chanel, NBC and CBS as well as multiple Broadway shows like "Book of Mormon," "Jersey Boys," and "Wicked".

But despite being voted “Best Cupcakes In New Jersey” several times and even taking home the crown on The Food Network’s “Rewrapped,” the beloved bakery is slated to close its doors officially on Feb. 28, according to a Facebook post from the location.

“We have loved being a part of this community for the past 10 years, celebrating with all the sweet people who have come into our little cupcake shop and into our hearts,” the statement reads. “This past year has been tremendously hard for everyone, and our industry has changed for good and bad. Our celebrations aren’t small, they are intimate. Our loved ones are loved even more when we get to see them. And our get togethers aren’t rare, they are more special. And we have been so blessed to be a part of all your occasions, big or small.”

In the statement, the owners state that the state of New Jersey has made big strides in allowing home bakers to legally run baking businesses out of their homes, which will allow Sugarush to transition from a storefront cupcake shop to an online catering business.

“It may seem to some this is a step backwards, but we are excited that this opportunity allows us to do what we love and follow some additional dreams of growing our family and expanding our business to online sales,” the post continues. “From the bottom of our hearts, we thank you for the love and support you have shown us through the years, 10 long and amazing years. We are still available for custom cake orders and dessert catering for your special occasions, and look forward to a hopeful future.”

The imminent loss of Sugarush is far from downtown Red Bank’s first casualty in recent years. The shopping and dining district has faced an exodus of eateries since the beginning of the COVID-19 pandemic: Via45, Front Street Trattoria, Alfonso's Pastry Shoppe and Ocean Café were all lost in 2020. Most recently, Walt Street Pub listed for sale.

However, there are several stores opening up shop, even during the global pandemic: Middletown’s Feet First stake shop will be making a name for itself on Monmouth Street, while the infamous Artichoke Basille’s Pizza is scheduled to move into 177 Broad Street later this year. BoonDocks Fishery has already opened a second seasonal location and Jay and Silent Bob’s Secret Stash has relocated further down Broad Street.