For one small business in the food and beverage industry, the pandemic provided a sprinkling of fairy dust. In the bustling world of baked goods, The Kupkake Fairy, with locations in both Morrisville and Raleigh (inside the Morgan Street Food Hall), has captured the hearts — and taste buds — of the community.
Married co-owners Aisha and Joseph White have transformed their lives by offering indulgence in the form of custom cakes and catering. The couple’s recipe for success in the culinary world began with their shared background in selling insurance. “Being an insurance agent,” Joseph explains, comes with “a large degree of autonomy, so we were already used to the idea of moving at the pace we felt like moving at.” This independence and initiative, and a love of baking Aisha inherited from her mother, reignited their entrepreneurial spirit and helped The Kupkake Fairy spread its wings.
Initially, Aisha and Joseph started a catering company that focused on lunches. “We started doing a little bit of that, and that went pretty well,” Joseph recalls of their foray into the food industry. That first venture was focused on providing lunch options and cookies, which quickly gained popularity. The breakthrough moment came when they began working with local school systems, delivering lunches to teachers.
As they navigated the early stages of their business, they quickly realized the importance of adaptability. “When the pandemic hit,” Joseph shares, “everything suddenly was exploding for us.” While many businesses struggled during this time, The Kupkake Fairy managed to thrive. Aisha and Joseph had fortunately already opened the bakery and were, as he explains, “kind of balancing both” by naturally transitioning to offer more baked goods in their lunches. The couple’s decision to focus on the bakery during this turbulent time proved to be a wise one, as they capitalized on a freestanding location and the increased demand for comfort food.
Even after the world reopened, The Kupkake Fairy’s original intention — to give customers something truly scratch-made with high-quality ingredients at a price point that is affordable — remained unchanged. This commitment to quality shines through in every cupcake, as the bakery prides itself on using fresh, locally sourced ingredients. Unlike other bakeries that mix water with powder, real milk is used. “We crack eggs, mix them with baking powder, salt … that’s all done by hand here,” Joseph explains, emphasizing the realness of their products and authenticity of the process.
Aisha and Joseph White are partners in business and in life.
The Kupkake Fairy’s presentation also sets it apart from competitors, as every cupcake comes in a plastic cup, which makes for easier eating and storage; this thoughtful approach also enhances the customer experience by making every cupcake feel special and inviting. “I think just the way we present ourselves to the public is a big part of what makes us different,” Joseph says.
Despite the bakery soaring during the pandemic, a new obstacle faces the business in the form of supply chain issues and rising costs. The price of essential ingredients has skyrocketed, with a pack of 60 eggs that used to cost $3.88 now being priced at over $13 after reaching a high of $23 and a bag of cocoa that used to be $15 now coming in at $42, illustrating the devastating impact of inflation on small businesses. “We’re having our greatest challenge currently,” Joseph admits, “but I feel confident because we’ve weathered any new thing with new ideas.”
Everything sold at The Kupkake Fairy is freshly baked onsite and packaged with thoughtfulness for easy enjoyment.
Indeed, one of the bakery’s most significant achievements has been its ability to pivot and innovate. Aisha and Joseph have explored new avenues, including shipping their delightful treats to reach a broader customer base. Thanks to a grant for Black women in food, the business’s website was recently revamped. This investment in their online presence has already begun to pay off, with Aisha and Joseph seeing an increase in online orders.
Looking to the future, The Kupkake Fairy aims to grow its catering side, which currently consumes a smaller percentage of the business. The couple’s commitment to quality and community engagement is similarly evident in their approach to catering. “We do everything: tiered wedding cakes, dessert tables, and corporate events,” Joseph says about the versatility that allows the bakery to cater to a wide range of clients. “Even if you’re thinking about getting something from Publix,” he encourages, “give us a shot and see what we have to offer.”
Indeed, community support has been critical. “Supporting small businesses is crucial, especially now,” Joseph says, urging Triangle residents to consider the impact their choices have on the wider community. “You’d be surprised that for the same price, you can get something that has much higher quality” at The Kupkake Fairy, he adds, highlighting the importance of choosing local over corporate.
“When people support a small business,” he continues, “they are supporting the effort and the love that goes into it.” With The Kupkake Fairy, customers aren’t just indulging in a sweet treat; they are participating in a story of hard work and dedication that continues to unfold. Stop by to taste the difference and discover the sweet magic for yourself.
- 2025 Gift Guide
- Garden Adventurer: In Search of Osmanthus
- Celebrated Spirits: Nomu Japanese Rice Lager
- Celebrated Spirits: Kodagu Classic
- Sunday Gravy, Every Day at Farina
- Haute Holidays
- Erica Chats: How the World Celebrates
- Holiday Happenings
- Festive Wine Guide
- Pay it Forward: 127 Haven
- Small Business Spotlight: The Kupkake Fairy
