15 | Baked by Melissa and Her Local Cupcake Empire

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Is Baked by Melissa coming to Hoboken?

Jen shares the news and then sits down with Baked by Melissa founder Melissa Beni-Shay, a local Hoboken resident who has built a cupcake empire over the last decade — with a HQ in NYC and a cupcake factory in North Bergen, Hudson County. Melissa shares how she built her brand, what life is like in the day-to-day, the best business advice she’s ever received, her Hoboken + Jersey City favorites  — AND the scoop on a potential Hoboken Baked by Melissa location {hint: it’s more of a reality than you’d think!}.

Later in the show, Danielle comes on for a self-care treatment that is a must-try, and Jen shares a hidden gem in Hoboken for empanadas, a quick historic getaway, and the non-profit and hero and zero of this episode.

Episode mentions include: Il Tavolo di’Palmisano, Sushi by Bou, Jersey City Public Schools, The Roost Outpost, HDSID, Hoboken Holiday Market, Exchange Physical Therapy Group, Jaclyn Fulop, Baked by Melissa, Dermaplaning, EC Beauty Studio, The Asbury Hotel, Empanada Cafe, St. Matthew’s Trinity, 150  Bay Street, The Cuddly Cottage, The Cuddly Boutique, ACME, Lidl Grocery Store, Veterinary Emergency Group, Northern Soul, Saku Hoboken, Augustino’s, Margherita’s, Asana Soul Practice, Mathew’s Food and Drink, and more.


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Jen is the founder and Editor-in-Chief of HobokenGirl.com. With deep entrepreneurial roots in Hudson County — as her grandparents owned textile businesses on Tonnelle Ave in North Bergen dating back to the 50s — she started the site as a Hoboken resident to discover the amazing things happening in the area. When not planning the next Hoboken Girl event or #HobokenGirlHelps volunteer project, she can usually be found shopping at local boutiques, eating an Insta-worthy meal, walking her two pups, or watching Bravo TV and ordering takeout with her husband.