From Doorfront to Storefront: Lily of the Valley Cupcakery and Cafe

Lily of the Valley Cupcakery and Cafe first opened in Glenside 13 years ago, before later moving to Chelten Avenue in Germantown. However, the COVID-19 pandemic slowed business and the bakery moved once more.

The third iteration of Lily of the Valley is in the heart of Maplewood Mall, where the business has been for two and a half years. Rashida Baldwin, co-owner of Lily of the Valley along with her husband, Terrance, believes this space is ideal.

“It’s been a good move,” she said. “This is the best block. I love it because of the sense of community.”

Since the Baldwins know how special their community is, they want to share that close-knit feeling with others. This year provides a unique opportunity to do so.

With the semiquincentennial (America’s 250th birthday) celebrations quickly approaching, along with the FIFA World Cup and the MLB All-Star Game, small business owners in the Northwest like the Baldwins are interested in attracting tourists to their stores.

“A lot of traffic will probably be downtown-ish, so [we want to] bring people up this way,” Rashida Baldwin said. “Germantown is dope. I love it and I think they should come.”

Cupcakes and collaboration

Lily of the Valley sells cupcakes, cookies, cakes, and other handmade treats. In addition to desserts and catering, the business operates a “light cafe,” with coffee and tea.

Besides selling baked goods, the Baldwins also host events to promote the business, such as interactive baking classes or tastings on the first Friday of each month. According to Rashida Baldwin, there will be more of a focus this year on publicizing the events online.

“I have a couple of baking classes that are coming up,” she said. “Because of everything that’s going on, it’s definitely going to go on Eventbrite, and Airbnb has experiences, so I’ll utilize those platforms more.”

The Baldwins plan to continue using social media to their advantage as another way to promote their products and events. Since the bakery has been open for more than a decade, Lily of the Valley has an established presence on Instagram, Facebook, and TikTok.

Although the Baldwins put on their own events, there is also plenty of opportunity for collaboration. According to Rashida Baldwin, part of what makes their current location special is the Maplewood Collective, a group of business owners dedicated to helping the corridor thrive. The collective plans a calendar of events such as night markets and helps foster partnerships between businesses.

The charm of Germantown

When the Baldwins were looking for possible relocation sites after leaving Glenside, they looked in Fairmount and University City. However, the relative calmness of Germantown caught their attention. Now, Rashida Baldwin thinks it won’t be long before more people recognize Germantown’s charm.

“It’s going to be a matter of time before this block opens up to more businesses, because there’s a lot of empty properties on the block,” she said. “Once we get more exposure, more people will be in Germantown.”

Leo Dillinger, executive director of Germantown United CDC, believes the neighborhood is the perfect mix of old and new.

“Outside of Old City, I would say Germantown has some of the most historic sites in all of Philadelphia,” Dillinger said. “What makes our neighborhood so unique is that there’s this blend of the historic structures, architecture, and spaces, but also there’s this contemporary, modern Germantown, too. We have a lot of new small businesses that really represent the Germantown of today and tomorrow. …We have that history, but we also have that modernity as well.”

Rashida Baldwin agrees that tourists should consider the neighborhood when visiting Philadelphia.

“I think if you are coming in for tourism,” she said, “you’re still going to venture off to Germantown.”

Lily of the Valley Cupcakery and Cafe is located at 26 Maplewood Mall. Learn more at lilyofthevalleycupcakery.com.

This story was originally published by The Chestnut Hill Local in partnership with WURD Radio. Their series Doorfront to Storefront explores how small businesses in Northwest Philadelphia can capitalize on attracting tourists during the city’s celebrations for America250 and major sporting events. This article is part of a national initiative exploring how geography, policy, and local conditions influence access to opportunity. Find more stories at economicopportunitylab.com.