Located in King’s Village Plaza in Minersville, Sughr & Company is a bakery built on sweet treats and even sweeter intentions.
Founded by Lauren Roehl in 2023, the shop offers a rotating menu of small-batch desserts, from gourmet cupcakes to cake pops and macarons.
But beyond the frosting, Sughr is a tribute to resilience—a business born from passion, shaped by personal loss, and fueled by a deep commitment to the community.
In this Showcase Q&A, Roehl discusses her journey from a home kitchen to a food truck and finally to her dream storefront, and how she collaborates with other women-run businesses to create a dessert destination.
What inspired you to start this business, and how did your personal journey lead you here?
Sughr & Company began long before it officially opened. It started back in 2005 when I baked my very first cupcakes and brought them to a few co-workers. Baking quickly became a passion, something I loved experimenting with and sharing.
In September 2018, our lives changed forever. At our 22-week anatomy scan, we learned our son had a congenital heart defect. Hudson was born in January 2019 and, after 27 days of incredible courage and strength, he passed away. In his honor, we became a licensed home bakery and began fundraising for The Children’s Heart Foundation, turning grief into purpose and Sughr into something bigger than dessert.
When the world shut down in 2020, our little home bakery kept going. By summer 2021, Sughr expanded with the purchase of our food truck. Almost a year later, our signature pink trailer was finally ready to roll. With the support of my husband and my mom, I eventually took a leap of faith and left my full-time job. Shortly after, we found our storefront in King’s Village Plaza, a dream come true and the next chapter in our story.
What unique products or services do you offer that can’t be found elsewhere in our community?
We proudly offer a wide variety of desserts sourced from talented, locally owned women-run businesses. Our specialty is Sughr Cupcakes—gourmet cupcakes with over 300 rotating flavors and a loyal top-five lineup: Strawberry Crunch, Tandy Cake, Lemon Blueberry, Chocolate & Peanut Butter, and Triple Chocolate.
We also feature a rotating selection from trusted partners:
- Swickerdoodles Cake Pops: Jessica creates delicious cake pops in a wide range of shapes and flavors.
- The Rustic Confectionery: Handmade pies, sticky buns, cinnamon rolls, and cookies.
- Sweet Barista: Delicious peanut rolls and chocolate-dipped strawberries.
- Plain Jane Cheesecakes: The best slices of heaven around with flavors changing weekly.
- Sweet Velvet Macarons: We feature eight rotating flavors every week with the largest macaron selection in Schuylkill County.
- Schach’s Sweets: Freeze-dried candy, candy jars, macaroons & tandy cake.
- Sweet G’s Drinkin’ Pretzels: Seasoned pretzels perfect for snacking.
- Country Pleasures: Old-fashioned jams and jellies.
- Sasha’s Canine Bakery: Treats to spoil your pups, too.
Can you share an interesting fact or story about your business that most people may not know?
The name Sughr has a unique spelling for a very special reason. The “HR” is a loving tribute to our son, Hudson, whose strength and memory continue to inspire everything we do. It’s a reminder that our bakery is built on love, and that there’s always a little extra heart in every cupcake.
What has been the biggest challenge you’ve faced as a small business, and how did you overcome it?
One of the biggest challenges was taking a leap of faith, leaving the full-time job I held for 15 years, completely remodeling a storefront, and officially opening our doors in just six weeks. It was intense, emotional, and required more hard work than anything I had ever done before. But with determination, community support, and the encouragement of my family, we pushed through. Like many small business owners will tell you: when it’s your own dream, you will never work harder, or feel prouder, in your life.
How does your business contribute to the local community or participate in community events?
Community is at the heart of everything we do. Throughout the year, we support local organizations and families through donation drives and charitable initiatives. We’ve hosted collections for our local SPCA shelters, gathered school supplies to help teachers stock their classrooms, and collected items to be assembled into holiday meal bags. We are also a proud partner of Coal Region Causes, an organization dedicated to spreading positivity and giving back right here in our hometown community.
What do you want customers to experience when they interact with your business?
We want every visit to feel warm, welcoming, and personal. Whether you prefer to browse quietly at your own pace or ask a dozen questions to find the perfect treat, we’re here for it. Our team loves sharing recommendations, hearing your feedback, and making sure every customer leaves happier than they arrived. At Sughr, your experience matters just as much as your dessert.
Why should someone consider visiting or patronizing your business during the holiday season?
Our Caramel Apple Blondie Cheesecake was a major favorite for Thanksgiving so we are bringing it back on our Christmas preorder menu. We have many other delicious seasonal treats as well. The bakery is also transforming into a festive holiday wonderland over the next week. We will have a Letters to Santa mailbox where your kiddos can drop off their Christmas wishes. Santa will even write back! We love being part of the holiday magic and creating memorable traditions with our customers.
What are your future plans or dreams for your business?
We are always exploring new ways to grow and evolve our bakery. Customer feedback plays a huge role in shaping what we create next and we love keeping up with the latest viral dessert trends. We are still riding the excitement of the Dubai Chocolate Bar and look forward to discovering the next big treat our community will fall in love with.
What advice would you give to someone wanting to start their own business in our community?
Go for it. If you have the passion, the support, and the resources to begin, there’s no better time than right now. Ask questions, lean on others, and don’t feel like you need to do everything on your own. Our area is full of people who believe in community over competition — there is plenty of room for all of us to succeed, grow, and support one another.
At A Glance
- Business Name: Sughr & Company
- Location: 58 Kings Village Plaza, Minersville, PA 17954
- Services: Bakery offering small-batch items (Cupcakes, Cake Pops, Macarons, etc.)
- Hours:
- Wednesday–Friday: 10 AM – 5 PM
- Saturday: 10 AM – 3 PM
- Special Holiday Hours (12/21-12/23) listed on website
- Phone: 570-399-5204
- Website: sughrandcompany.com
- Payment Methods: Cash, Credit/Debit cards, Mobile payments, Gift cards, Contactless payments
- Social Media:
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