Niche firms thrive despite anonymity: Some small businesses don't need storefronts to keep customers coming

Whimsical Whisk isn't your neighborhood bakery. Pastry chef Clare Welage never wanted it to be. She started the patisserie in 2004 with plans to differentiate herself from the competition by making desserts from scratch using all-natural ingredients, designing items specifically for the customer and-just as important-going without a storefront. "I've always felt that if you open up a storefront and you have a specialty product, something somewhere gets compromised," Welage said. "Ultimately, it's the quality of the product or it's...

 

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