Hidden Gems Of CLT: Swirl

Watch a new episode of Hidden Gems of Charlotte with Alexandra Elich each Thursday on WCCB News Rising.

CHARLOTTE, NC. — WCCB Charlotte’s Alexandra Elich visits Swirl.

A little bit of joy goes a long way. It’s hard not to feel an instant spark when you’re surrounded by colors, sprinkles, and desserts.

“It’s so rewarding for me to know that something that I’ve done and work so hard, and I am so passionate about, brings on that joy,” says Swirl owner Ella Stone.

Seasoned baker Ella Stone started making wedding cakes from her home bakery for six years but always dreamt of expanding. She and her husband got an idea–custom cupcakes.

“And it was something that seems so obvious, you know you customize everything else you have Subway, Chipotle everyone else is customizing, but no one was doing it on the desert level.”

In May of 2019, the couple opened Swirl. Tucked in this shopping center on Oakhurst Commons Drive.

“It’s been a crazy fun ride, but our sales have grown every season, so it’s been a really fun and exciting kind of gross come on, we started to where we are now.”

Since opening, they’ve added 16 varieties of cookies, ice cream, ice cream sandwiches, and more. But their most popular cupcake, The Cleopatra. Salted caramel with cream cheese frosting and Cinnamon Toast Crunch.

“I also really like bringing in things that are kind of nostalgic and things that remind me of my childhood, and I think other people really latch onto that as well. Like bringing in the cereal, I think it’s really fun; we have an oatmeal cream pie smash which.”

The couple plans to open a second location sometime in the next few months. They also have a wedding cake business and are booked until next year.