Have you noticed how we tend to hold on to tiny pieces of time – holidays with loved ones, milestone birthdays, and everyday moments like watching cartoons on Saturday morning? While the details slowly begin to fade, we can usually remember one thing – how we felt in those treasured moments. Birthdays are a pretty good example. We might not remember the flavor of the batter or the color of the icing on our cake, but how can we ever forget the sheer joy we felt seeing it for the first time? Or how heavenly that first bite was?

Elyse Purbaugh knows all about those magical moments because, since 2021, she’s been a part of creating them as the baker and owner of Weesh Bake Shop, one of the best small businesses in Massachusetts.

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Elyse Purbaugh, baker and owner of Weesh Bake Shop in Roslindale, didn’t necessarily set out to start a baking business, but fate has a funny way of stepping in and making the things that are supposed to happen, well, happen.

You might say that baking is ingrained in Purbaugh’s DNA. Inspired by her mom’s baking skills and entrepreneurial spirit, she developed a natural love of baking. She eventually began experimenting with her baking as a way to channel the warmth she felt eating certain foods – like pop tarts and Oreos – growing up.

Baking, she discovered, was also a way to quietly channel her creativity and stay centered, especially after mentally and physically demanding days working as a reading specialist with elementary-aged children. She began to spend her days teaching and her evenings baking.

Weesh Bake Shop began its journey with Purbaugh baking custom cakes, and other goodies like Oreos and pop tarts, for pick-up. The overwhelmingly positive response from customers led her to open a storefront in Roslindale in 2021.

Today, Weesh Bake Shop welcomes customers from 9 a.m. to 1 p.m. on Saturdays, introducing new visitors to the delight of biting into a Weeshtart (or pop tart, if you prefer) while regulars stop by for a treat – like cupcakes – before going about their day.

Speaking of Weeshtarts, forget everything you know about those grocery store pop tarts. Weeshtarts are the real deal. From rolling the dough and crimping to baking and decorating, these made-from-scratch pop tarts – available in a variety of flavors, including berry and milk & cookies – come with a bit of a higher price tag, but one taste and, well, you’ll see they’re worth it.

“While many bakeries sell pop tarts made of flaky pie dough, I argue back that this is not your nostalgic pop tart texture,” Weesh Bake Shop owner Purbaugh says, “Pop tarts are more like a shortcrust pastry, more tender cookie-like, which we have worked very hard to make it what it is. We love customers to try it and see for themselves how unique this product is in the market.”

If you’re stopping by on Saturday, you’ll also find a scrumptious selection of cookies, gluten-free brownies, and cupcakes. You can still order a custom cake, including a smash cake for your little one, but make sure you put your order in far enough ahead of time.

Weesh Bake Shop has also become an integral part of the local community, participating in annual events, such as the Chic-or-Treat Egg Hunt and trick-or-treating. Purbaugh is also committed to helping other entrepreneurs and artists in building their businesses. “Local artists and vendors are able to set up a table at Weesh and meet customers, selling their products and providing exposure in what sometimes feels like a challenging time to expand small businesses,” she says.

The Massachusetts entrepreneur raffles a cake each month for charity, too. She posts a photo of the cake on Instagram, and the winner, who agrees to donate at least $150 to their favorite charity, wins the cake. One recent charity cake raised $450 for Samaritans, a Boston organization that works to prevent suicide.

When it comes down to it, Weesh Bake Shop in Massachusetts is all about baking cakes, cookies, pop tarts – you name it – while building relationships with customers and, perhaps above all else, helping to create those magical moments.

“…there is nothing better than seeing a child's pure joy when they see their birthday cake, which creates even more joy for their families,” Purbaugh says. “We create an experience and make memories for these families, and I am honored for the support and opportunity.”

Many thanks to owner Elyse Purbaugh for sharing the Weesh Bake Shop history and story for the 2024 Small Business Spotlight. Learn more and support this iconic Massachusetts bake shop by visiting Weesh Bake Shop’s Facebook page.

Of course, Weesh Bake Shop is one of many amazing businesses in Massachusetts that’s doing great things in the state. If you have another business you’d like to see profiled on Only In North Massachusetts, please nominate them for a chance to be featured. And be sure to follow Only In Massachusetts on Facebook and Instagram to stay in the know on the state’s events, restaurants, local businesses, and hidden gems.