It's been hard work, but in some ways starting their own business was a piece of cake for three former casino executive assistants. Taking their cue from the recent popularity of cupcakes, Pamela Jenkins, Laura Santo Pietris and Dawn Kalman opened The Cupcakery, 9680 S. Eastern Ave., on Jan. 23.

The Southern Belle -- a red velvet cake smothered with cream cheese frosting -- is expected to be a big seller for Valentine's Day. The partners will decorate the cupcakes with names, heart candies and more at the request of customers.