Besa Gordon talks Sweet Pea’s Custom Cakes on Good Day Seattle
In celebration of National Small Business Week, Back2Besa host Besa Gordon brought a delicious spotlight to FOX 13’s Good Day Seattle—featuring Sweetpea’s Custom Cakes, a Black woman-owned business nestled in Seattle’s University District. Founded by cake artist and entrepreneur Jennifer Jones, the shop is a vibrant testament to what’s possible when creativity meets community support.
From custom cake designs to weekend retail treats like cinnamon rolls and lemon bars, Sweetpea’s stands out not just for its sweet offerings but for the care and strategy that went into building it. “What you will see is the quality in the ingredients and the attention to detail,” said Jones. “That speaks a lot to my wife and her passion for what she does.”
Jones, who describes herself as an artist at heart, shared her journey of evolving from creator to business owner. “I had to go from being somebody who just wants to create, to somebody who now has to manage a business,” she said. “It forced me to kind of grow into a new sort of person.”
That growth was powered by intentional research and the support of the Seattle Office of Economic Development (OED). Through the city’s Tenant Improvement Program, Jennifer was able to access up to $50,000 for new equipment and $15,000 for signage—resources that helped her transform her dream into a thriving storefront.
“What really stood out to me,” said Besa Gordon during her segment, “was how intentional Jennifer was before launching. She knew she needed permits, equipment, and guidance—so she did her research and leaned into the programs that were built to help small businesses like hers.”
On set, Besa didn’t come empty-handed. She brought a colorful display of Jennifer’s custom desserts, prompting co-host Erin Mayovsky to joke about which treat to claim first. From Oreo to strawberry to red velvet and even Dubai chocolate, each piece was a miniature work of edible art. “She’s literally creating art,” Besa said. “She can paint, draw, sculpt—her talent shows in every slice.”
As the segment wrapped, Besa also shared resources for others looking to launch or grow a small business, encouraging viewers to explore support from the City of Seattle and to check out whereweconverge.com/supportblackbusiness, which uplifts Black-owned businesses across the region.
Sweetpea’s Custom Cakes continues to be a sweet symbol of purpose, planning, and passion. And if the studio reaction is any indication, it’s safe to say Seattle has a new go-to for cakes made with love.
Catch the full segment on this weekend’s episode of Back2Besa on FOX 13 or stream it anytime on the FOX Local app!
