163,735 total U.S. businesses have closed since the beginning of the pandemic,1 but Grace Kelli Cupcakes is not one of them!

Meet Sandra Mathis, Owner and Founder of Grace Kelli Cupcakes 
Sandra always loved to bake. She grew up in Waycross, North Carolina where she shadowned her grandmother in the kitchen and learned how to put a Southern spin on various recipes. Sandra brought that passion to NYC where she opened Grace Kelli Cupcakes (GKC), specializing in baked goods and Southern-style meals. Sandra’s ambition was evident in the many hours she devoted to perfecting her recipes and chocolate-dipped treats. 

How did COVID impact Sandra’s business? 
When the pandemic forced Sandra to shut down, GKC’s future was uncertain. New orders dropped to zero. Sandra worried how she would earn enough money to support her family. 

How did TAP help Sandra and Grace Kelli Cupcakes? 
Immediately, TAP consultants Rachel Dugoff and Mary Beth Minton helped Sandra apply for small business loans and grants to offset lost revenue; they then worked with GKC over a four-week period to stabilize and adapt her business. During that time, Rachel and Mary Beth helped Sandra brainstorm innovative product ideas suited to the new consumer landscape. They encouraged Sandra to network with other minority-owned businesses and expand GKC’s reach through an enhanced social media presence. Sandra’s passionate commitment combined with TAP’s professional expertise and empathetic support allowed GKC to stay afloat and plan for a successful future. 

Source: 1 Yelp Local Economic Impact Report (Sept 2020)

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