The Sweet Divine has had more than a few “sold out” days since the store’s owners Jenna and Jason Siebert brought home the win for St. Louis, along with a sweet $10,000, on Food Network’s Cupcake Wars on Sun., July 29.

Although winning the show was the icing on the cake so to speak, Jenna Siebert says the recognition was the real win for her business: “When we first got there, the producers sat us down and told us that whether we won or lost, our business would double with the national exposure. They said, ‘If you win, go home and get ready.’ Well, it did most definitely, and then some.”

Today, the Sieberts are looking for a second location, hopefully in Soulard, Jenna Siebert says. She says the timing of the show couldn’t have been better following the Siebert’s expansion from their food truck into a storefront at 4521 South Kingshighway on Tue., June 26, only weeks before.

“That huge increase in business, that is bonus,” Jenna Siebert says. “It’s just great.”

As for their experience on Cupcake Wars, Jenna Siebert says actually competing on the show was every bit as difficult as it looks. “That clock is real,” she says. “It was so intimidating. It was crazy.”

Each week on Cupcake Wars, four of the country’s top cupcake bakers face off in three elimination challenges for $10,000 and the opportunity to showcase their cupcakes at the winning gig. Round one presented a taste challenge. Round two, a 50 percent taste and 50 percent decoration challenge, with the Sieberts choosing three flavors for the three cupcakes they had to bake. (She says she was sure they were going home on this round as they failed to complete the decorating portion in time). And round three saw the couple making 1,000 cupcakes and a stand to display them in.

Jenna Siebert says St. Louis cupcake lovers will just have to wait and see—as will she and Jason—whether The Sweet Divine gets called back to the show for their most intense bake-off yet in Cupcake Champions. We'll let you know as soon as we hear something.

The Sweet Divine’s storefront is open 9am to 6pm Tuesday to Friday and 9am to 1pm Saturday.

The Sweet Divine, 4521 S. Kingshighway, 636.942.2900,

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