About Us

Cupcake owner Jenny Romeyn & son

As the owner of Cupcake, Northern California Wine Country's favorite children's boutique, Jenny Romeyn has merged her passion for design and fashion with retail business savvy and technical know-how.

Born into a world of creativity, Jenny's desire to become a designer goes back as far as she remembers. Following her aspirations, Jenny attended Arizona State University's College of Architecture and since graduating has worked as a residential interior designer, home furnishings visual merchandiser and wardrobe stylist in the glitz and glamour of Hollywood. Realizing she could combine her love of children and passion for design, she designed and produced a line of hand-painted nursery accessories through Jenny Jump-up Designs.

Having relocated from hip Los Angeles, Jenny saw that not only did Santa Rosa, California lack a trendy children's boutique, but that kids clothing stores in general lacked the unique style and creativity that many of the women's clothing and home furnishings stores, such as Jenny's favorite store, Anthropologie, possess. Armed with the desire for creating a beautiful and imaginative shopping environment as well as a hard to find selection of unique and trendy items, she bought an existing baby boutique and transformed it into Cupcake. The charming boutique was an instant success. With the latest styles by Tea Collection, Mimi and Maggie, Appaman, Petunia Pickle Bottom, Ugg and more, Sonoma County shoppers no longer had to drive to San Francisco for trendy children's fashion! Moms and gift givers were hooked.

Next came the cry for help from Cupcake's pregnant shoppers. With no place to turn for maternity clothes to fit an increasingly growing belly that didn't require giving up one's fashion sense, Jenny quickly expanded into the maternity clothing market, filling the void with great brands such as Michael Stars, LA Made, Paige Jeans, Bella Band and Cotton Glam. "When I buy for our maternity department, I always make sure it's something I would wear myself, even if I wasn't pregnant." says Jenny.

In March of 2011, Cupcake opened its second location in beautiful Healdsburg, California. Keeping with the same aesthetic Cupcake's customers had grown to love, Jenny opened the store on the plaza to attract both locals and tourist alike. "Our new Healdsburg location is similar in look and feel to our Santa Rosa store, but we carry exclusive lines in each store to keep things fresh and offer a wider variety for all of our customers who like to shop at both locations."

Jenny plans to continue expanding her desire to bring unique stores, with quality merchandise and fantastic customer service to both the online and physical worlds.