Gourmet cupcake company coming to College Avenue

"Gobble Cakes" will be located at 145 College Avenue and is slated to open August 3, during Blacksburg's "Steppin' Out" Festival. Photo by Mike Shaw | The Burgs.

BLACKSBURG – While the town of Blacksburg prepares for College Avenue’s makeover, one space on the street is getting a makeover of its own. The building space at 145 College Ave. now has a new tenant.

Jill Justice, a recent graduate of the Virginia College of Osteopathic Medicine, plans to open a gourmet cupcake shop in the downtown Blacksburg space during the “Steppin’ Out” festival on August 3.

“Gobble Cakes,” named with the Hokie Bird in mind, will specialize in gourmet cupcakes at a reasonable price, Justice said. In addition to cupcakes, Justice said, the store will sell Greenbrier Hotel chocolate chip cookies, soft drinks, specialty coffees and cold milk to go with warm cookies.

Justice said the store will serve the residents of the New River Valley, especially those in Blacksburg, and students at Virginia Tech. The store is all about embracing the community, she said.

“Our mission in Blacksburg is to serve this community and provide a fun, exciting new atmosphere for the students of Virginia Tech and the people of the New River Valley,” Justice said.

Part of that atmosphere, Justice said, includes large indoor floral awnings with a large kitchen window so customers can watch the pastry chef and the chef’s assistants hard at work. This will allow the customer to feel like they are a part of the behind-the-scenes magic, she added.

In addition to bringing the community in to enjoy the atmosphere, Justice believes Gobble Cakes will be able to give back to the New River Valley community, too.

“We also have a strong belief and mission to provide students at Virginia Tech and surrounding schools with an opportunity to work in the store and gain both work and life experience.”

Justice hopes her cupcake shop becomes a part of the Hokie experience.

Gobble Cakes will have business hours that mirror that of many other businesses in college towns across the country. The shop, Justice said, will be open until 2 a.m. in case late-night studiers need a pick-me-up.

During football season, on home game days, Gobble Cakes will deliver cupcakes by the dozen to tailgating spots around Blacksburg in a bright pink Mini Cooper, Justice said.

Because Justice is a recent VCOM graduate, and her brother is a Tech graduate, her family has a strong bond with Blacksburg, she said.

Justice’s ties to the community has inspired her to name the shop’s cupcakes names that originate from Virginia Tech and the Blacksburg area.

Names like the “Huckleberry Blueberry,” named after the Huckleberry Trail, and “The Skipper,” named after the ceremonial cannon of the Virginia Tech Corps of Cadets, will help Gobble Cakes embody the Hokie spirit.

Although Gobble Cakes will be Justice’s first bake shop, she believes her family has prepared her well for the new venture.

Justice’s father is a businessman and one she calls “the greatest businessman around.” She’s learned business from her father while getting hands on experience from great opportunities she’s gotten throughout her life, Justice said.

Additionally, Justice has spent years of baking with her mother. Her mother has instilled a sense of family, love and compassion into her baking, Justice added.

“If there is one thing my family has taught me,” Justice said. “It’s that hard work, loyalty and compassion is recipe for success.”

Justice is ready to bring that recipe to College Avenue in August.

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