Triple-Threat Business Opens Shop in San Lorenzo

What do you get when you combine a consignment boutique, bakery and Internet café all under one roof?

A new business that will be coming to San Lorenzo's Arroyo Center as early as Saturday.

But don't expect the owners to open all three at once. Mother-daughter pair Jocelyn Velez and Jessica Acevedo said that in order to cut costs, the sections of the shop will open in three separate phases.

"I've always appreciated small businesses that are family-run and now we finally have our own," Velez said.

The first phase, opening this weekend, will be the consignment boutique. Sellers make a profit by dropping off their antiques, knick-knacks, toys and furniture for buyers to rummage through and purchase.

In addition, shoppers can also put in orders for cupcakes and coffee. Valez and Acevedo will use a temporary rented kitchen to make the baked goods and beverages until the one at their shop is finished. They anticipate its completion within the next month, marking the second phase. Made-to-order sandwiches, homemade soups and garden-fresh salads will also be sold once the kitchen's finished.

The final phase, expected to take the longest, will be an Internet café where guests can sit, relax and surf the web while enjoying a bite to eat.

Transforming an Online Hobby into a Shop

Opening a brick and mortar shop to sell their sweet treats and homemade meals is a dream come true for the two bakers.

For almost a year, they have been selling their baked goods on Emura's Love Cakes, a website they created where customers could place orders that Valez and Acevedo would bake in their home kitchen.

Word quickly spread among friends, family, Facebook fans and fellow church members at El Shaddai/Abundant Life Fellowship in Hayward. What seemed to be a hobby blossomed into what they felt had the potential to be full-time jobs.

Honoring Grandma

The business's name pays homage to their beloved mother and grandmother, Ritzco "Patty" Emura, who, after immigrating to America from Japan, never got behind the wheel of a car. To show her gratitutde to friends and family who drove her around, she would bake them cakes, cupcakes and cookies.

"We decided to name our business after her because it was this same reason — baking for our loved ones — that got us doing what we love," Velez said.

Every day, customers can expect to see Emura's Love Cakes favorites: vanilla, chocolate and red velvet. Velez says she hopes to incorporate up to two other specialty flavors each day.

Cakes can be ordered for special occasions as well. The bake shop will also include other items that they have sold online, such as cake pops, lemon tarts and, of course, love cakes (cupcake bites). To view pricing, click here.

"We want to use the highest quality ingredients but also be affordable," Velez said. "In today's economy, people may not be able to eat out as much, but at least they can stop by and enjoy a cupcake for dessert."

Don't Discouragement Get You Down

Velez and Acevedo said the same family members and friends who devoured their love cakes, discouraged them from purchasing the store property in Arroyo Center.

"They felt the area did not have much foot traffic," Velez said. "But when we came and saw the place, we just fell in love with it and decided to give it a shot," Velez said.

They said several people told them that owning a business would mean a lot of stress and commitment and a lack of free time.

Velez and Avecedo, both mothers of young children, see it differently. They plan to close shop at 5 p.m. Monday through Saturday, and reserve Sunday for family.

In fact, since the two will be sharing responsibilities as a team, they said this will allow them to spend more time with their kids, family, and of course, each other.

The two remain positive even when it comes to their local competitor, , which is also female-owned.

"I think it would be nice to work together rather than consider them a competitor," Velez said.

Acevedo said she hopes that the quality of Emura's Love Cakes' products, affordable prices and great customer service will make them a success in the community.

"When we put out a product, it doesn't matter if it's for an average Joe or a major corporation — the quality of the product should be the same for anybody," Acevedo said. "We won't put anything out that we're not proud to put our name on."

Covering Costs for Licenses, Permits, Equipment and Employees

Among all the challenges of starting one's own business, Velez said, the most stressful part is dealing with licensing, permits and all the rules, regulations and costs that come with them.

"Even if you put just one chair out front, you'll then need to have bathrooms that are also handicap accessible," Velez said. "The costs start to add up."

However, some positive feedback did arise from all the inspections she had to deal with. It was someone from the Health Board that advised Velez to open her restaurant in phases to spread out costs and make her business more manageable.

Although the entire shop is currently called Emura's Love Cakes, they hope to license the consignment boutique under a separate name: Emura's Treasure Chest.

Velez also hopes to give back to younger members of her church eager to gain business experience. While she doesn't have enough money yet to hire paid employees, several older teens jumped at the opportunity to volunteer at the store in exchange for being mentored.

"It's a good way to have them get their foot in the door, give them business experience, and be their reference if they ever need one," Velez said.

Emura's Love Cakes is located at 1432 Via Lacqua in the Arroyo Shopping Center. Its business hours are from 10 a.m. to 5 p.m. Monday through Saturday.