Some of the strongest bonds begin in childhood kitchens—where stories are shared over mixing bowls, and traditions are passed down one handwritten recipe at a time. For sisters Carolyne McIntyre Jackson and Jodi Willoughby, that bond was forged on a farm just outside High River, Alberta, surrounded by wheat fields, prairie skies, and the irresistible scent of something sweet in the oven.
The sisters grew up knowing there was always a treat in the deep freeze, tucked away amongst layers of wax paper inside 4L ice cream pails. In their home, baking was more than just dessert—it was love and connection. Moist chocolate cakes, swirls of buttercream and gooey squares became the foundation for something much bigger than either of them could have imagined.
Carolyne and Jodi are the heart and hands behind Crave Cupcakes, a bakery born from family recipes and a craving to sprinkle a little joy—one cupcake at a time. The pair opened their first shop in Calgary’s Kensington neighbourhood more than 20 years ago, followed by three more Calgary locations, then Saskatoon and Edmonton. Now,
for the first time, they’ve expanded beyond the Prairies—Kelowna is Crave’s first location in British Columbia.
Expanding west was more than a business move—it was a leap of faith. “It was daunting,” Jodi admits, “to open after 12 years of not expanding, but Kelowna has welcomed us with open arms.”
The Vaughan Avenue location is lined up out the door most mornings and includes something extra special: CeCe’s Coffee. A full café alongside the bakery—another first for the sisters.
“When we came across the space with the big windows it just spoke to us,” Carolyne recalls. “We envisioned people sitting inside and outside, eating a cupcake and drinking delicious coffee – so we launched our first-ever coffee and tea bar. CeCe’s allows people to slow down and connect over something sweet.”
At Crave, every recipe has a story. Grandma’s chocolate cake, mom’s buttercream, but gone are the days of ice cream pails! Cookies, cakes, and slices are served up with style in charming blue boxes. Even more than the recipes, it’s the feeling they want to preserve.
“We hope a Crave treat brings people back to a moment,” says Carolyne. “A birthday, a Tuesday, a hug from your mom. Something warm and familiar.” Jodi recalls a moment that perfectly captured this: “I pulled up to one of our stores and watched a woman peel the paper off her cupcake, take a deep breath, and bite in. The look on her face—that’s what we’re doing this for. That quiet little moment of pure joy.”
Everyone has a favourite Crave indulgence. For some, it’s the Crave Olicious—a decadent chocolate cupcake topped with Crave’s signature periwinkle blue buttercream. Others swear by the Red Velvet Elvis, with its glorious cream cheese frosting. Then there are the monthly features—limited-time creations dreamed up by Crave’s team to celebrate the seasons, surprise loyal fans, and keep the menu feeling fresh and fun.
The aesthetic of Crave stores—charming and nostalgic—matches the heart behind it. From the moment you walk in, the goal is to feel like you’ve stepped into a modern version of the past. “We wanted it to feel like home. Like that warm place you always want to return to,” says Carolyne.
That feeling does not come easy—it takes a whole team. Crave has always been a family affair, with husbands and kids pitching in behind the scenes. “Working with family comes with its challenges,” Jodi laughs, “but it’s also where the magic happens. We trust each other completely. And we’re all in
it together.”
Twenty years in, some things have changed—systems have evolved and the team has grown—but core values remain the same. The product must look beautiful and taste even better. “That’s always been our rule,” says Carolyne. “It can’t just be pretty—it has to deliver.” And deliver, they do. Whether it is for a wedding, a baby shower, or just a midweek pick-me-up, Crave has become part of life’s most cherished moments.
So what is next for Crave? The sisters are not giving away all their secrets, but there is talk of continuing to expand, maybe a sequel to the first Crave Cookbook and adding more offerings to their line of bake it yourself products. Whatever comes, it will be made with the same love and intention that started it all.
For me, it is a privilege to tell this story—not just as a writer, but as someone who’s known these remarkable women since our school days in southern Alberta. To see them pour so much of themselves into something that brings people joy, that is the sweetest success of all! At the end of the day, a Crave cupcake holds more than frosting and sprinkles—connection, comfort, and love are baked right in. Who knew something so sweet could be so powerful?”
To see what Crave is serving up; visit cravecupcakes.ca.