‘Sugar and spice and everything nice’: Sugar Whipped opens brick-and-mortar location in time for holiday season

From right, Sugar Whipped co-owners Emily Hooper and Danie Armstrong wait on new customers Liz Janelle, of Shepherdstown, and Juliana Buchinsky, of Martinsburg, on the bakery’s opening day. Tabitha Johnston
SHEPHERDSTOWN — Sugar Whipped opened the doors to its new brick-and-mortar location in downtown Shepherdstown on Saturday morning. And, as could be expected with a name like “Sugar Whipped,” the bakery was filled with sweet confections, ranging from gourmet cookies to ornately frosted cupcakes and cakes.
Located at 104 South King Street, the bakery is owned and operated by Danie Armstrong, who has been running the business in a catering capacity, since returning to Jefferson County, after closing her bakery’s first brick-and-mortar location at 307 West Washington Street in Charles Town a few years ago.
“We’ve been in business for 12 years,” Armstrong, who is a mother of three sons, two of which are Shepherd University students, said. “We were in Charles Town and I closed it to go to Europe and I just got back from Europe last year, so I was there for a while.”
According to Armstrong, her family’s move to Europe was so that her husband could take advantage of a job opportunity there.
“I had to close to go [there], I didn’t have a lot of a choice. But it was great to go and learn — I learned a lot about European baked goods and bread and cake over there, so it’s nice to bring those [skills] back home!” Armstrong said, indicating elements from that experience are now present in her baked goods.

Customers wait in line to purchase cookies, cupcakes and whoopie pies on Sugar Whipped’s opening day in Shepherdstown. Tabitha Johnston
Armstrong’s decision to expand her business once again by opening a second brick-and-mortar location, was solidified a few months ago, when Armstrong and her new co-owner, Emily Hooper, found their current location. Hooper, as many longtime Shepherdstown residents know, was an employee at the now-defunct Mellow Moods restaurant. Her close friendship with Armstrong came to be when she was hired as the general manager of Sugar Whipped’s first location.
“Personally, who you work with can make or break your day. When you work so many hours, those around you become like family — 12 hour days are the norm!” Armstrong said in a Sept. 22 Facebook post, announcing her partnership with Hooper. “Emily’s cheerful demeanor, youthful ideas and progressive attitude will lead us into [our business’ next] chapter.”
Sugar Whipped now features a whimsical artistic side, which is often reflected in its frosting designs. Over the past few weeks leading up to its opening, its owners have catered cupcakes with cow faces, complete with ears and horns; a round cake turned into a giant red yo-yo; and a cookie cake decorated with an edible train. Its decorating portfolio also encompass the world of the less whimsical, for those looking for a more traditional design.
But irregardless of the design, all of Sugar Whipped’s baked goods share one aspect in common — an emphasis on flavor. This specialty has already been experienced by many Shepherdstown residents and visitors alike, who have sampled its cupcakes that are sold in Maria’s Taqueria, ranging from peanut butter and jelly to maple ginger spice.
“We’re more preorder custom cakes, artistic cakes, streamlining of gourmet cakes than an entire bakery,” Armstrong said, noting that she hoped to see her bakery and the Shepherdstown Sweet Shop Bakery around the corner develop a symbiotic relationship. “We’re more like complimenting the Sweet Shop, not competing — we’re cake, they’re everything else.”

A couple of customers exit Sugar Whipped’s new location on Saturday afternoon. Tabitha Johnston
And, along with wanting to live in harmony with the town’s existing businesses, Armstrong and Hooper have already made an effort to do good in the community, as could be seen when they donated the desserts for the Shepherdstown Rotary Club’s first annual Shepherdstown Beer & Food Fest fundraiser on Sept. 23.
“To be honest, we just care about the community. We’re trying to get more involved in Shepherdstown, doing things that we are able to do for the town,” Armstrong said.
As for the reason behind the timing of the Shepherdstown location’s grand opening, Armstrong said it was driven by her and Hooper’s determination to be in the space before their busy season starts.
“Thanksgiving, Christmas and Valentine’s Day is big for me. It’s crazy busy around those times of the year,” Armstrong said. “It takes time to build, but we were determined to be open by November, in time for the holidays. We’re so pleased with our location, especially since during the warmer months the Shepherdstown Farmer’s Market will be right there beside us!”
To learn more about Sugar Whipped, visit https://www.eatsugarwhipped.com/.

A Cookie Monster replica welcomes passersby to enter Sugar Whipped’s new location on Saturday morning. Tabitha Johnston
Sugar Whipped’s business hours have yet to be determined, as staff are focused on completing online orders, which can be made through the bakery’s website. The bakery owners currently plan on setting their business hours for Saturdays and Sundays.
- A Cookie Monster replica welcomes passersby to enter Sugar Whipped’s new location on Saturday morning. Tabitha Johnston
- A couple of customers exit Sugar Whipped’s new location on Saturday afternoon. Tabitha Johnston
- From right, Sugar Whipped co-owners Emily Hooper and Danie Armstrong wait on new customers Liz Janelle, of Shepherdstown, and Juliana Buchinsky, of Martinsburg, on the bakery’s opening day. Tabitha Johnston
- Giant cupcakes line a window in Sugar Whipped’s new brick-and-mortar location on Saturday morning. Tabitha Johnston
- Customers wait in line to purchase cookies, cupcakes and whoopie pies on Sugar Whipped’s opening day in Shepherdstown. Tabitha Johnston

Giant cupcakes line a window in Sugar Whipped’s new brick-and-mortar location on Saturday morning. Tabitha Johnston