Spotted: Mini Cupcake Company on the Rise


Photo of Lily Brynes is courtesy of Lily & SPOTS NYC

Millennials know what other millennials crave. That’s personalization, according to SPOTS NYC. The company can print photos, logos or messages on mini cupcakes within 48-hours.

Lily Brynes went into the cupcakes business just six months ago, and 20- and 30-somethings are already eating it up. You have likely already seen these cupcakes on your Instagram account, if you haven’t ordered them already.

Big brands are fans too. Brynes has worked with Twitter, Vine, Rebecca Minkoff and Jonathan Adler, among others. While these cupcakes have become popular for birthdays, engagements or other holidays, Brynes says 60 percent of her orders have been for corporate purposes.

Brynes has always been obsessed with baking (and eating). She would bake with and for her boyfriend whenever she had the time. She eventually figured out how to customize her baked goods.

She studied hospitality administration and management at George Washington University, then worked for Danny Meyer – the restaurateur behind Shake Shack, Gramercy Tavern and Maialino.


Now she has 15-20 bakers, a commercial kitchen in the Bronx and a kitchen for icing and printing on Chrystie Street.

What does the future hold for SPOTS NYC – besides many adorable, made-to-order cupcakes? Brynes says she doesn’t ever envision it becoming a storefront business – maybe kiosk stands.

The icing on the cake? SPOTS NYC is currently expanding and plans to ship beyond the NYC area starting at the end of the summer.