Swirlz Heaven on Earth By: Rose McInerney
I don’t know what heaven looks like but I’m sure it tastes like a Swirlz cupcake. This feeling comes from a self-confessed gelato addict who scoured five cities in Italy one summer to find the best of the best gelato. Admittedly, that was before I tasted the confectionary art of Swirlz founder and CEO, Pam Rose. My Swirlz journey began when I attended an art gallery event hosted by Hilton Asmus Contemporary in Chicago. Gallerist and painter, Arica Hilton, was celebrating world-renowned, high-fashion photographer, Hugh Arnold. She had gathered a few friends, patrons, and members from the arts community and press industry to enjoy a savory feast. The night was a smash hit with art, violin music and the most gorgeous looking cupcakes. What I loved most were the miniature replicas of Arnold’s underwater photography scenes that were recreated in white chocolate as dessert toppers for each perfect confection. They seemed too beautiful to eat.
Whole Food stores around the regional Midwest. There are 13 staff members that keep the business running smoothly, and inspiration comes from everywhere including Pam’s brilliant imagination and the students she mentors in community programs. A visit to the Swirlz website reveals the complex and varied breadth of product offerings, as well as the quality of ingredients that bolster Pam’s integrity within the competitive field of bakery goods: “Swirlz has created more than 1500 unique flavors. As Chicago’s original discrete cupcake store they primarily carry full size and mini cupcakes, but have now expanded their offerings to include custom cakes, brownies, and other specialty items, as well as a full line of gluten-free and vegan gluten-free cupcakes offered daily.” When asked about the ever-expanding cornucopia of flavors, Pam points to her wonderful employees, customers and friends as well as the beauty of embracing diversity.
But good manners and temptation thankfully got the better of me. I devoured my first rich chocolate-flavored treat, wrapping the topper in a napkin to bring home for others to admire. Ever a stickler for quality control, I didn’t stop at one and found myself eating two or three more when no one was looking.
Chicago is an extremely international city, so the people who enjoy Swirlz come from all over the world. Customer conversations about sweet treats from their childhoods, or their mothers’ secret cookie recipes, or the nostalgic flavors unique to their cultures help inform the business of making people happy.
Okay, so the gates of heaven didn’t burst open, but the airy-textured cakes and creamy cloud-like frosting danced in my mouth for a long time in melodious cantilenas. I was happy and I have followed Pam Rose and her inventively decadent creations ever since.
As the first bakery in Chicago to focus exclusively on cupcakes, Swirlz continues to use local and fresh ingredients, including Grassland Farms European style butter for all of their cakes and frostings.
The Business of Swirlz
When I interviewed Pam for this article, I was struck by her boundless energy and bottomless goodwill. Perhaps it’s the simple motto she’s infused in everything she does: cupcakes make people happy. And happiness means everything to Pam.
No surprise, Swirlz is a reflection of Pam’s creativity, goodness and love for others. Swirlz opened in 2006 and delivers cupcakes and related treats to 30
20 WS MAGAZINE | SEPTEMBER 2019
Happiness means everything
