Today we’d like to introduce you to Amy Closson.
Hi Amy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started back in 2008 when I opened Cupprimo in Austin. The goal was simple: create a relaxed, family-friendly neighborhood spot with incredible coffee and baked-from-scratch cupcakes. We wanted everything to be incredibly moist, rich, and decadent—no dry, crumbly cakes allowed—and always served with a healthy dose of personality.
For the first decade, we ran hard. We baked fresh every single morning, built a loyal local following, and even took our recipes to the national stage on Food Network’s Cupcake Wars. But baking thousands of cupcakes a day from scratch is a massive grind. By 2018, after 10 years of burning the candle at both ends, I hit a wall. Exhausted and covered in a permanent layer of powdered sugar, I made the tough decision to sell the shop to one of our bakers and take a break.
It turns out, retirement didn’t stick. During my two years away, I realized how deeply intertwined my family’s life was with Cupprimo.
So, in 2021, I bought Cupprimo back.
Coming back, I had a much clearer vision. We didn’t just reopen the old way; we doubled the physical size of our Northwest Austin storefront, expanded our kitchen space, and launched our own custom line of sprinkles. Brad even channeled the daily chaos into writing a series of children’s books based on our family’s “Cupcake Wrangler” adventures.
We kept that momentum going and expanded our footprint, officially opening our brand-new store in Lakeway in the fall of 2025.
In April we just celebrated our 18th Anniversary—complete with an official city proclamation declaring it “Cupprimo Day” in Austin. We are still a fiercely local, family-run operation, and we are still dedicated to making the best sweets in town.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not. Baking everything from scratch every single morning is a massive operational grind, and managing that level of volume day after day is a constant challenge. At the same time so rewarding.
Appreciate you sharing that. What else should we know about what you do?
am incredibly proud to say that Cupprimo was named one of the Best Places to Work by the Austin Business Journal in 2026. Bakery kitchens are notoriously high-stress, but we have worked hard to flip the script. We’ve created an environment where our team is genuinely supported, valued, and excited to show up every day. When your crew is happy, that energy goes directly into the product, and our customers can feel it the second they walk through the doors in Northwest Austin or our Lakeway location.
We’d love to hear about how you think about risk taking?
My view on risk is pretty simple: you can’t be a true “Cupcake Wrangler” if you’re afraid of getting a little messy.
To me, risk isn’t about being reckless; it’s about calculated growth. In the food and beverage industry, playing it safe is usually a quick path to going stagnant. You have to be willing to leap when you see an opportunity, even if the timing feels terrifying.
Contact Info:
- Website: https://www.cupprimo.com/
- Instagram: Cupprimo
- Facebook: Cupprimo
