If you walked down South Florissant Road back in 2014, you might have seen a woman standing in front of a shattered storefront, tears streaming down her face. That was Natalie DuBose. She had just opened Natalie's Cakes and More Ferguson a few months prior, pouring every cent she earned from selling cake slices at flea markets into those four walls. Then, the unrest hit.
Her shop was trashed. Windows smashed with furniture from the law office across the street. Most people would have just walked away. Honestly, nobody would have blamed her. But Natalie didn't.
Instead of closing up shop, she started mixing batter. She had orders to fill for Thanksgiving, and she wasn't about to let her customers down. That grit is exactly why this bakery became more than just a place to grab a cupcake; it became a symbol of what Ferguson actually is—resilient, hardworking, and sweet against all odds.
What Actually Happened at Natalie's Cakes and More Ferguson?
There's a lot of noise online about the "riots," but for Natalie, it was personal. She was a single mom who had been working two jobs—driving a hotel van and baking—just to keep her dream alive. She opened in June 2014. By November, everything she built was physically broken.
The story went viral. A journalist from New Orleans named Kristine Froeba saw Natalie on the news and decided to help. They set up a GoFundMe that eventually raised over $250,000.
But here’s the thing most people miss: Natalie didn't just take the money and run. She used a huge chunk of it to help other small business owners in Ferguson who were also struggling to rebuild. She paid it forward before she even had her own front door fixed.
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That Signature Caramel Cake
You can't talk about Natalie's without talking about the Caramel Cake. It’s basically the stuff of legends in St. Louis.
Unlike those grocery store cakes that taste like pure sugar and chemicals, this one is modest. It’s a soft, buttery yellow cake. The icing isn't that thick, stiff stuff; it’s a "fine gold film" of soft caramel that drips down the sides. It’s salty, sweet, and tastes like someone’s grandmother spent three hours over a stove browning the sugar.
- Texture: Moist, tender, almost velvety.
- Flavor Profile: Buttery, rich, not cloyingly sweet.
- Availability: Sold by the slice or as a whole cake.
The Starbucks Partnership and Scaling Up
After the dust settled, something wild happened. Starbucks was looking to open a community store in Ferguson—their first-ever "social impact" store in the area. They didn't just want to sell lattes; they wanted to stock local products.
They reached out to Natalie.
Suddenly, her signature caramel cakes weren't just in her little shop. They were being sold in Starbucks locations across the St. Louis region. It was a massive jump for a business that started with a $75 flea market booth. She went from two employees to more than twenty.
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Why the Location Changed
If you're looking for the original shop in downtown Ferguson today, you might get a bit confused. While the "Ferguson" name is baked into the brand's history, the main operation eventually shifted to Florissant, Missouri.
Small businesses often move as they grow. Natalie needed more space, better equipment, and a setup that could handle the volume of her partnership deals. The Florissant location (on North Highway 67) became the new home base for those famous treats.
Beyond the Oven: Entrepreneurship and Youth
Natalie has become a bit of a motivational powerhouse lately. She’s part of the Goldman Sachs 10,000 Small Businesses program, which is a big deal for any entrepreneur. She uses her platform to talk to kids in local high schools about "the hustle."
She’s very vocal about the fact that "any single parent could be a business owner" because they already know how to juggle ten things at once. It's not just about flour and sugar; it's about showing the youth in North County that they can build something from nothing, even when the world feels like it's falling apart.
What to Order (Besides the Caramel Cake)
While the caramel cake is the undisputed champion, the menu has expanded quite a bit over the years. Honestly, the variety is kinda staggering for a local spot.
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- The Cupcakes: These aren't dainty. They are large, "statement" cupcakes. The Oreo and Strawberry ones are fan favorites, but the "Dubai Chocolate" versions have been trending lately.
- Loaf Cakes: If you want something a bit more low-key for breakfast or coffee, her orange dream or pineapple coconut loaves are solid.
- The Edges: Fun fact—they often sell "cake edges." If you're the type of person who loves the slightly crispy, caramelized bits of the cake, this is your holy grail.
Pricing and Vibes
It’s an affordable luxury. Most slices are priced reasonably for the quality. It’s the kind of place where you can walk in with ten bucks and leave feeling like you’ve treated yourself to something special.
The vibe inside is friendly and unpretentious. It doesn't feel like a corporate bakery. It feels like a neighborhood spot where the owner might actually be in the back checking the oven.
Moving Forward with Local Support
The story of Natalie's Cakes and More is a reminder that community isn't just a buzzword. When people saw her shop destroyed, they didn't just send "thoughts and prayers"—they sent checks. And when she got those checks, she didn't just fix her own roof; she looked at the guy next door and helped him fix his, too.
If you’re planning to visit or order, here is the best way to support them:
- Visit the Florissant Location: Check their social media for current hours, as they can sometimes vary based on large order volumes or community events.
- Order Ahead for Holidays: Her Thanksgiving and Christmas calendars fill up weeks in advance. Don't wait until the day before.
- Check Local Starbucks: If you're in the St. Louis area, look for the "Natalie's" label in the pastry case. It’s a quick way to get your fix.
- Follow the Story: Stay updated via her official website or Facebook page for new flavor drops or motivational speaking dates.
Supporting businesses like Natalie's isn't just about the calories. It's about keeping the heartbeat of a community strong. Next time you're in North County, skip the chain bakery and go get a slice of that caramel cake. You'll taste the difference, but you'll also be part of a story that's much bigger than a dessert.
Go check their current menu online to see if they have the seasonal peach French macarons or the red velvet loaves in stock today. Regardless of what you pick, make sure you get a slice of the caramel—it’s the one thing you absolutely can't leave without trying.
Actionable Next Steps:
- Check Availability: Visit the official Natalie's Cakes and More website to confirm their current operating hours in Florissant.
- Plan Your Order: If you need a custom cake for a graduation or birthday, call at least two weeks in advance, as Natalie still personally oversees the design process for many of her specialty orders.
- Explore the Area: While you're in the neighborhood, visit other local Ferguson businesses on South Florissant Road to support the ongoing economic revitalization of the district.