Who is Danielle DesRoches?
Danielle DesRoches, who now goes by Danielle (Dani) Vilagie, co-founded Wicked Good Cupcakes with her mother, Tracey Noonan. The pair began by posting their baking online; when friends and family wanted cupcakes shipped, they started baking them in mason jars, a format that let the cupcakes travel and stay fresh for up to 10 days without refrigeration. The business was founded in 2010 and opened a storefront in Cohasset, Massachusetts, in 2011.
That year, a jarred cupcake confiscated at airport security over the liquids rule turned into a burst of national publicity. The mother-daughter team pitched on Shark Tank Season 4 in 2013 and accepted a royalty deal from Kevin O'Leary: $75,000 for $1 per cupcake sold until he was repaid, then 45 cents per cupcake. The company grew into a national online gift brand, partnered with Hickory Farms on a co-branded gift box in 2018, and was acquired by Hickory Farms in June 2021.
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