For Craig Watson, building a business has never been about chasing trends. It has always been about seeing what others overlook and having the conviction to act on it.​

Through Baked Cravings, a retail bakery based in New York City, Craig has created more than a place for sweet treats. He has built a business rooted in access, creativity, and long-term vision, one cupcake at a time.​

“I have always been an entrepreneur. I was taught to have a career, and I did. But I have always been my own.”​

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Seeing the Opportunity​

Before launching Baked Cravings, Craig served as CFO of a nut-free bakery. When that business decided to shift away from retail, Craig found himself at a crossroads. The lease was signed. The space was ready. And a clear need remained unmet.​

There was no longer a dedicated nut-free bakery serving New York City.​

“All the kids in New York City would not have cupcakes for birthday parties at school.”​

Craig saw what was missing and what was possible. He understood the numbers, the operations, and the potential. More importantly, he understood the responsibility of filling a gap that mattered to families and communities.​

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Launching Baked Cravings​

In 2017, Craig took over the lease and launched Baked Cravings, turning a moment of uncertainty into a new beginning.​

From day one, he built the business with a broader vision. Baked Cravings was never meant to be just a retail bakery. Online ordering launched before the doors even opened. National shipping was part of the plan from the start.​

“I never viewed it as just a retail store. I always saw where it could go.”

Building for the Long Term​

Like many food businesses in New York, Baked Cravings faced early financial pressure. The first two years were not profitable, a reality that often leads businesses to close. Craig stayed the course.​

“I saw value that other people do not see.”​

When the pandemic hit, Craig made swift strategic decisions. He closed a satellite location, doubled down on shipping and delivery, and streamlined operations to focus on sustainability rather than scale for its own sake. The business adapted and held steady.​

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Line of Credit Through Ascendus​

As Baked Cravings continued to evolve, Craig secured a fixed-rate Line Of Credit through Ascendus, working closely with our loan consultant Juan Guzman. ​

Rather than using capital reactively, Craig treated the Line of Credit as a strategic tool. It provided operational flexibility to invest in packaging updates, product development, and new initiatives without disrupting day-to-day stability.​

“It made sense. The service was better, the terms were better, and the relationship was more personal.”