Photos by Stacie Fanelli. To enlarge the slideshow, click the embiggen symbol in the lower right corner.


Late in 2009 and into 2010, a sign in a window on West Front Street indicated a new specialty shop, Cake Red Bank, would be moving in soon, teasing the palates of passersby.

It never came.

But then, amid a series of pounding snowstorms that buried the area, a couple from Manhattan brought baked batter to the table in a nook on East Front called Sugarush, offering an array of cupcakes and confectionaries. It appeared  that Chris Paseka and Jesse Bello-Paseka had firmly staked their frosting knives in the ground.

Little did they know that two prospective cupcake merchants were greasing mini foils in preparation for their own cupcake outlets within blocks of Sugarush. Within a matter months, Red Bank, a town of 1.7 square miles, has become home to three cupcake shops — the Pasekas’ Sugarush, Cupcake Magician and Mr. Cupcakes — setting the stage for a turf war.

But several months in, the rivalry has shaped up as plain vanilla, with owners playing nice and customers, apparently welcome to options, having largely formed their own opinions and allegiances, showing that even in a small market, it’s possible to find a niche within a niche.

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sugarush guys 2011Jesse Bello-Paseka, left, and Chris Paseka opened the doors to Sugarush just after Christmas on East Front Street. (Photo by Dustin Racioppi; click to enlarge)


rcsm2_010508For years, it was a joke among friends that Jesse Bello-Paseka and his partner, Chris Paseka, should take their hobby out of their Manhattan kitchen and to the public.

The couple, who, until recently did marketing and design work on Broadway, were known for their planning, decorating and baking prowess for private events and parties. But they grew tired of the daily grind in the city, and decided to make a change in lifestyle shortly after they were married this summer.

“A few years ago, we joked that we’d quit our lives, quit the rat race and go to a small town and live our lives kind of stress-free,” Paseka said. “After the wedding, we were like, why don’t we entertain it?”

It’s not quite the stress-free life they imagined — not yet, at least — but the pair is perfectly happy with their reincarnation as a baking and business duo and owners of Sugarush, a new specialty cupcake shop and bakery in Red Bank.

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