Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
“Would you like a free cupcake?”
The no-brainer question stops sidewalk traffic as Sophie Kallinis LaMontagne, wearing her signature hot pink apron and matching lipstick, holds out a ribboned tray of mini-treats.
It’s a steaming 99 degrees outside. A TLC camera crew is filming the stunt for an October special of D.C. Cupcakes, focused on LaMontagne’s chain, Georgetown Cupcake, founded with sister Katherine Kallinis Berman. Neither the hubbub nor heat deter families, tattooed hipsters, tourists and girls—lots and lots of girls of all ages—from taking a cupcake.