Strawberries become edible glitz in the hands of Bougie Berries dessert maker
Caitlin Russell thought she’d have a career in criminal justice, but when her blinged-out dipped strawberries started selling, she changed direction.
Featuring edible glitz, eye-popping colors and endless varieties of flavor combinations, Russell’s creations became the building block for her business, Bougie Berries Dessert Boutique, 7157 W. Burleigh St. In addition to the dipped and designed strawberries, Russell also offers cupcakes (the signature strawberry crunch cheesecake mixer is a top seller), pretzels and cheesecakes. The shop is open from 1 p.m. to 6 p.m. Tuesday through Saturday.
The St. Thomas More High School graduate began her business while attending Alverno College. Her desserts proved so popular that nearly a decade later she’s known for her specialty desserts, and she caters to special events, corporate clients and weddings.
Russell, who grew up in the kitchen watching her mother and grandmother, is also passionate about ensuring everyone has skills in the kitchen. She recently signed on to teach cooking classes for the Milwaukee Recreation Department. Look for additional information on classes and registration for the next summer session at milwaukeerecreation.net.
How did you get started making and selling desserts?
I would bake with my grandmother, and my mother was a caterer. She had a business as well has her regular job for many years, but she did not do desserts. It was always requested, so that was where I came in. It was just something fun to do initially. It started as I was assisting her.
Then in college, I was attending Alverno and I made berries for a tea and crumpets program we used to have in Clare Hall. I actually received my first order after making the berries just for fun for the school. The order was from a student for a wedding event. She’d gotten a quote from Godiva for almost $5,000. I can definitely do it for less than that. Paying for books was pretty expensive, and that helped. … I didn't know it would snowball into a business this big. It took me on a very different path, from criminal justice to business. It was something that was fun, and something I realized I would prefer to do if given the chance.
Tell us about your berries. What makes them different from the standard milk, dark and white chocolate dipped strawberries people know?
We strive to make them unique. These are Bougie Berries. I make more than just chocolate-covered berries. People call and I say, “No, we don't have those, no berries just dipped in chocolate.”
We have a huge assortment of toppings. It is how we wash them, how we dress them, the care and everything about the process makes it "bougie." You have chocolate-covered strawberries, and then you have "bougie berries." They are clearly different.
Are they ever infused with flavor or liquors?
We do infuse some berries, but only when working directly with the companies, not the general public. For instance, we worked with Jack Daniels over the past couple years. So we do that for companies, but because it is a license issue and it requires certain type of paperwork it is not something for the general public.
We also did do some items for a local brewery, making them off their beer flavors. When it is provided by the company we definitely use that, and we can make desserts with their spirits.
Did you always want to sell strawberries, or did you start with something else?
Strawberries were honestly where I first started. I made them for the program at school and it was the easiest thing I figured I could make. It was something I could bring and I don't have to cook. They were a total hit, and it was something I really enjoyed making.
I had never done strawberries prior to that event. I grew up baking cakes, cookies, things like that. I enjoyed baking with my grandmother, but the strawberries were so so much more fun. You could take a basic strawberry and make it so beautiful. I enjoyed exploring different flavors and what pairs well with it. I was like a kid in a candy store literally!
What have you learned about flavors and pairings? Is there anything that doesn’t go with strawberries? Any strange requests?
I’ve learned pretty much anything does, really. People have a palate. Some people have a taste for a spicy, some for sweet, some for a combination.
I have had calls for dipped jalapenos and bacon sprinkled strawberries. You would be surprised. It is all about the customer’s palate. Some like sweet on sweet like milk chocolate with brownie pieces or toffee pieces. Others prefer salty sweet. There is an endless palate. Especially when it comes to creating for special events, there is no flavor that is not an option.
What has creating custom desserts taught you about people’s tastes? Are there flavors or requests that surprise you?
It is something spectacular to see the different flavors customers come up with and create. I love just to see the creativity. I've even had requests for chips, and that's now a popular one. I've done dipped chips, as well as strawberries dipped in milk chocolate with potato chips. I know it sounds weird, yet it is delicious. It is a really good contrast, just the right amount of salt with the strawberry being sweet and the chocolate, a fabulous mix.
Even Frosted Flakes go well (as an ingredient). It is a bland cereal by itself. Mix it in certain cookies or on top of things, it is delicious. Cereal overall is something you can put on a strawberry or cupcake, and you will be surprised how it elevates a recipe. I do Frosted Flakes, Rice Krispies and the Captain Crunch for signature flavors we create. The base of the Captain Crunch, we grind it down and it makes a good base.
How did you come up with the Bougie Berries business name?
The name was given by my mother. She had a running joke, “You've been called bougie your whole life, why not just call it Bougie Berries?" It was like magic. I loved it, it stuck.
I was the girl at Thomas More who would wear a tiara to school! I liked extreme, dramatic, things that are sparkly. That has always been my personality. I felt like it fit perfectly. At first, it was just berries. Then I had an event. The woman who was supposed to do cupcakes for it backed out a few days before the event. It was someone I had introduced to the client. Oh my gosh, I have to figure this out. I experimented with cupcakes, and at the event my cupcakes went before my berries! OK, we do cupcakes now.
Over the years I've added other things like banana puddings, cheesecakes, pretzels, we've even added novelty items. We can be a one stop shop for special occasions.
More:A new bakery is opening in South Milwaukee in time for Valentine's Day
Do people tell you the berries are too pretty to eat? Are there ever any concerns about the glitter and toppings?
When it comes to berries, I tell people I understand it looks too pretty, but it is completely edible. This is just edible art. You have about five days before you can't eat it.
We have our glitz section, all our edible glitz, it is mostly really fine sanding sugar. When we do custom events, a lot of the times, the colors for their company are not traditional sanding sugar colors. We have to dye them. For instance, Miller Coors had an orange and a blue in a logo, and we had to dye it to match it. Everything I use is completely edible. These are just custom desserts.
So what are your flavor favorites and top sellers?
Our strawberry crunch cheesecake cupcake is the top seller in the store. We go through about 80 in a day. We have to max them out at three per dozen unless you do a special order, or it is impossible to keep them on hand literally. We have packages on GrubHub and DoorDash, and things go quick.
Then, the banana pudding cupcakes or the peach cobbler cupcakes. The peach cobblers are seasonal. … Also, double fudge brownies for the berries is making a comeback. It is truly a decadent strawberry, milk chocolate dipped with fresh brownies on top, no nuts, like heaven in a bite.
Being a black-owned and woman-owned business in Milwaukee, where do you turn for resources and support?
Honestly, transparency moment, when I first started it was far and few between. … It is a lot of DIY when you start. It has been myself and my mother in this business. We lost my father in September, but he was the third person in the business. Overall this city is very supportive.
What else do you want people to know?
Since the pandemic, we’ve made great strides to make sure we can be more of a pillar in the community. We opened up and now we receive EBT (FoodShare benefits) in our store. That was a huge accomplishment. In addition to our desserts, we sell eggs, milk, fresh fruit, things people can come and get if you are trying to eat more healthy. We are transitioning as a brand, I’m working with Milwaukee Recreation so people can learn things I consider life skills.
More:Family-run Italian restaurant Caterina's going strong after 41 years
Table Chat features interviews with Wisconsinites, or Wisconsin natives, who work in restaurants or support the restaurant industry; or visiting chefs. To suggest individuals to profile, email psullivan@gannett.com.
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This article originally appeared on Milwaukee Journal Sentinel: Bougie Berries Dessert Boutique, Milwaukee, makes edible glitz
