Highlights
- Too Sweet Cakes is investing $750,000 to open its fourth retail location and first flagship at the Paradise Valley Mall redevelopment this October.
- Founder Shelbi Geyer launched the brand in Bend, Oregon in 2016 as a wholesale operation; the first storefront followed in 2018.
- The 1,800-square-foot space, designed by Phoenix-based House of Form, adds a savory menu of Roman-style pizza and baguette sandwiches alongside the bakery's signature cakes and croissant doughnuts.
- USA Today named Too Sweet Cakes one of the top six cake shops in the United States.
Too Sweet Cakes, the women-owned bakery brand founded by Shelbi Geyer, is committing $750,000 to open its fourth retail location and first flagship at the $2 billion redevelopment of the former Paradise Valley Mall, with an October 2026 target.
The 1,800-square-foot space was designed by Phoenix-based House of Form and will carry the brand's specialty cakes and croissant doughnuts alongside a new savory lineup, including Roman-style pizza and baguette sandwiches, according to Arizona Foothills Magazine. Gluten-free and vegan options are also part of the menu.
Geyer started the company in 2016 in Bend, Oregon as a wholesale business before opening the first storefront in 2018. The brand now runs locations in Oregon and Arizona and supplies pastries to more than 100 wholesale accounts, including Black Rock Coffee Bar, The Coffee Bean and Tea Leaf, and Zupan's Markets. USA Today named Too Sweet Cakes one of the top six cake shops in the United States.
The PV redevelopment has drawn a string of restaurant and retail commitments in recent months. ABC15 and Phoenix New Times have both tracked the incoming tenant roster, which includes Cala, Velvet Taco, and Harry and Izzy's alongside Too Sweet Cakes.
The flagship is targeted to open in October 2026.
Where to find them
- Black Rock Coffee Bar · blackrockcoffeebar.orderexperience.net
Sources
Every factual claim in this article traces to one of the sources below. See how we work for the editorial process.
- PR Newswire retrieved 01/07/2026 13:13
- arizonafoothillsmagazine.com retrieved 01/07/2026 13:13
- ABC15 Arizona retrieved 01/07/2026 13:13
- Black Rock Coffee Bar (official site) retrieved 01/07/2026 13:13
Authored by The Scottsdale Signal. Drafted by AI from primary-source material under our beat-specific editorial guides; reviewed by humans before publish under our five-gate process. Sources retrieved at 01/07/2026 13:13. Every claim traces to a source.
