Wilton bakery, a labor of love for owner

  • Frost This! co-owner Melissa Bronson takes a cupcake out of the display case in the downtown Wilton bakery. Staff photo by Tim Goodwin—

  • A display case of cupcakes is seen in Frost This! while co-owner Melissa Bronson picks out frosting tips. Staff photo by Tim Goodwin—

  • Frost This! co-owner Melissa Bronson decorates a cupcake with her granddaughter Eliza Searles, 6, in the downtown Wilton bakery last week. Staff photo by Tim Goodwin—

  • Frost This! has been open in downtown Wilton for more than a year and a half, but still get customers saying they didn't know the bakery was there. Staff photo by Tim Goodwin—

Monadnock Ledger-Transcript
Published: 2/12/2019 9:52:14 AM

It’s been more than a year and a half since Frost This! moved to Main Street in Wilton, but the mother-daughter ownership team still hears the same thing from new customers: They didn’t know there was a bakery downtown.

Jessica Searles worked at Frost This! when it was located in Greenville, and she pulled her mom, Melissa Bronson, out of retirement to buy the business and move it to Wilton, where they have lived for the last nine years. The reason for the move was that they saw a need for not only a bakery in downtown Wilton, but businesses in general.

“Seeing empty storefronts was sad,” Searles said.

“People were talking about how they wanted a bakery,” Bronson added.

While some amount of walk-in business happens every day – Fridays and Saturdays are typically the best – it’s not enough to pay the bills. So to supplement the income, they have wholesale agreements with Short Stop in New Ipswich for cake pops and Spring Hill Food Truck in Nashua, which buys cookies.

“Yes, we’re on Main Street, but for some reason or another not many people come down here,” Searles said. “It seems like there’s still a good amount of people that don’t know we are here.”

Last month they added a new sign outside to help let people know about the business.

Searles and Bronson also make fruit bouquets, thanks to a partnership with 1-800-Flowers, and deliver them within a 15- to 20-mile radius of the store. All of that, added up, has allowed to keep the lights on. But as of now, that’s all it does because neither Searles or Bronson pulls a paycheck. And that’s why they’re the only two employees, and split the hours the store is open.

“It’s a labor of love and what we do makes people happy,” Bronson said.

Everything is made from scratch, although neither woman has formal baking training. It’s been a learn-as-they-go approach and so far its worked out just fine. The chocolate-peanut butter cupcake is the most popular (the chocolate cupcake is vegan). Frost This also has mint, raspberry, creamsicle, cookie dough and classic vanilla frostings.

They have a long list of flavors they’ve done since opening the doors and another one of potential creations they’d like to try. And when holidays roll around, there’s always something special planned – like the boxes of chocolate dipped strawberries for Valentine’s Day.

They’ll make just about anything for special orders, including birthday cakes, cheesecakes and pies. They sell brownies and gluten-free cookies.

But since Frost This! came to Wilton, they haven’t seen any bakeries open up nearby and actually a few have either closed or consolidated.

“The grocery stores have kind of pushed them out,” Bronson said. “That’s just how it is.”

Bronson said she has seen signs of things getting better. They’ve had more new customers lately and it really comes down to people knowing they’re there and open.

“It’s going well considering it’s a small town,” Bronson said. “We’re still here.”

Frost This! is located at 53 Main St. in Wilton and is open 9:30 a.m. to 5:30 p.m., Tuesday through Saturday.


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