In the center of Downtown Denville, the sign on the door at 32 Broadway is subtle and sweet. It conveys a bold statement on the exterior, and leads to a delicious gateway to baked treats on the second floor. Upon entering the door heading to Sweet-Niche Bake Shop, impeccably-baked masterpieces could be smelled on the way up the hot pink staircase.
Owned by Lisa E. Rossetto, Sweet-Niche Bake Shop is tucked in the back corner of the second floor above Sweet Expressions. Rossetto’s shop doubles as a bakery and storefront that churns out baked items from scratch from recipes developed by Rossetto herself.
To understand and truly appreciate the essence of Sweet-Niche Bake Shop, you have to get to know the baker first. Her story is one that harnessed her passion and penchant for baking, and ultimately, fueled by love and friendship. Rossetto says she developed a love of baking from her grandmother and mother. Her friends who love her baked treats urged her to open her own bakery. However, it was Rossetto’s friend, Isy’s love for her biscotti that made a profound impact. When Isy fell ill, one of the only things she could stomach was Rossetto’s biscotti. Following her heart, after many years in the corporate world, Rossetto took the leap and opened Sweet-Niche Bakery. As Rossetto’s business began to flourish, her friend succumbed to her illness, further solidifying how life is filled with bittersweet moments and milestones.
Rossetto still makes Isy’s favorite biscotti, which are officially called O.M.G. Biscotti and are made with apricot, white chocolate and almond.
With a pastel pink fridge, cotton-candy colored walls and a covet-worthy hot pink Kitchen Aid mixer, Sweet-Niche Bakery is a girls’ dream come true. Rossetto embraces Sweet-Niche Bakery’s boutique bakery niche and proudly confirmed that all of her baked goods are carefully crafted in small batches.
Sweet-Niche Bakery is one of the original vendors at the Denville Farmers’ Market. “This will be my sixth year. I’ve never missed one; Sweet-Niche has been there for every single one!” Rossetto says.
Of all the tasty treats, Sweet-Niche Bakery’s crumb cake, brownies and biscotti are the signature treats.
“We’re set up two hours before the market starts and we have customers before it opens. It’s a cult-like following!” says bakery employee and Rossetto’s right-hand woman, Deb.
Sweet-Niche has a defined following, and that includes the canine variety. Sweet-Niche’s unofficial mascots are two beautiful white dogs named Loki and Tyra Banks who drag their owners to Sweet-Niche’s booth, specifically for the poundcake.
Local Denville Market Visitors aren’t the only ones who crave Sweet-Niche Bakery treats. “The thing about the crumb cake: I ship them all over the United States. I ship it to California because they can’t get crumb cake there. People hear about them from their friends here and request it. I also ship to South Carolina and Georgia, too!” The 11-lb. crumb cake “brick” is no joke and has some serious crumbs.
Rossetto set up shop on Broadway in Denville three years ago and attributes the trajectory of her business to her presence at the Farmers’ Market “I’m hoping one day to have a first floor storefront,” Rossetto confided.
Until then, visit Sweet Niche at 32 Broadway on the 2nd floor, right above Sweet Expressions. You can also find Lisa Rossetto at the Denville Farmers’ Market, every Sunday from June 14-November 22 at 8:30 a.m. to 1:00 p.m.
Sweet-Niche Bakery
32 Broadway, 2nd floor, Denville, NJ
(973) 527-5273
www.sweet-niche.com
Owner: Lisa E. Rossetto
Years Open: 6