A new bakery in Belleville offers custom cakes, other treats almost too pretty to eat

An inside look at restaurants, businesses, landmarks and more around the metro-east.

A new bakery is open on Belleville’s east end, and the goods are gorgeous.

Highly Favored Bakes, located at 507 Sherman St., specializes in cakes, cookies, chocolates and party favors.

Owner Simone Fridge opened her bakery on Jan. 1 in the former site of Artistry on Cakes, which closed at the end of 2022.

She started her business at home six years ago, focusing mainly on chocolate-covered strawberries and party favors, such as personalized chips bags, candy bars and other goodies.

As far as baking goes, it’s always been an interest for Fridge.

When she was younger, she liked to bake, said Fridge, and liked to eat, especially sweets. Especially chocolate.

She started baking more when her son’s sixth birthday was coming up, and her regular baker wasn’t available.

So she took things into her own hands and did it herself.

Things took off from there.

A look at the bakery’s Facebook photos show a wide variety of custom cakes, including bundt cakes, layer cakes and cupcakes, all beautifully decorated.

Getting better all the time

Some of Fridge’s early baking experience came from working at a Walmart bakery, where she learned to ice cupcakes and cakes.

It was hard at first, she said, admitting she can’t draw and that her handwriting isn’t the best to begin with.

Plus, she’s left-handed. (As a fellow lefty, I know what she meant. We’re not really known for beautiful penmanship.)

But with practice, she improved her icing skills.

One can see via the social media photos how Fridge has improved her decorating skills from early 2018 through today.

From Paw Patrol, Batman and Star Wars to the Powerpuff Girls, sports teams and video games … Highly Favored Bakes can do it all.

And all of the goodies look divine.

“Presentation is everything,” said Fridge. “If it don’t look right, I won’t put it out.”

Much to her family’s delight, the goods that don’t make the grade go home with her.

And before opening the shop, she didn’t eat a lot of what was made.

“Now, I can’t help myself,” she said, and has to sample things as they get made.

You know, make sure it’s good enough for the customers. (*wink, wink*)

In addition to chocolate, Fridge loves fruit, and some of her baked goods show that.

Her strawberry crunch cheesecake cake is one of her more popular items.

For St. Patrick’s Day, she had a key lime crunch cake, the “Shamrock,” which sold well.

I also spied strawberry cookies in one of the display cases.

I also got a good look at the brownies (turtle and fudge) and cookies. A variety of cakes included triple chocolate, peach cobbler cake, lemon cupcakes, strawberry cupcakes and red velvet cupcakes.

New items are Fridge’s Biscoff cheesecake and cupcakes – which are filled with the brand’s cookie butter – and Nutella cupcakes.

They’re almost too pretty to eat.

Almost.

For now, Fridge isn’t making too many baked goods for the shop. With the bakery still in its first couple of months of operation, she’s currently looking at what works.

Items on offer change throughout the week or from week to week. Some items stay the same, all depending on what customers want.

Fridge likes getting feedback from customers, asking what they’re looking for, what their needs are.

Feedback helps the business get better, she said.

New home for a family affair …

Fridge moved to a brick and mortar shop when her business grew too much to keep up at home.

The space was practically move-in ready. The appliances, display cases and shelves were already there.

Fridge just added some paint and made it all her own.

Her sister, Toni Johnson, helps with the baking.

Fridge said her mom comes in most Saturdays to take care of the administrative side.

Another sister, Jenay Williams, makes customized items such as beverage tumblers, aprons, coffee mugs, drink coasters and other fun items, which are available for purchase at the bakery.

A grand opening event is planned for Saturday, May 4, at the bakery during regular hours.

According to Fridge, there will be live music, courtesy of an aunt who sings.

About Highly Favored Bakes

Highly Favored Bakes is located at 507 Sherman St. in Belleville.

Hours are 10 a.m. to 6 p.m. Tuesday-Friday and 10 a.m. to 3 p.m. Saturday. The bakery is closed Sunday-Monday.

For updates and info or to place an order, call 618-477-3927 or check out the Facebook page.

Share your tips and ideas at newsroom@bnd.com.