Instagram-famous dessert shop Sweet Daze is closing in Richardson - The Dallas Morning News

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“It shocks me how intense people can get over ice cream and cake,” says Holly Nguyen, the creator of dessert shop Sweet Daze in Richardson.

“Tears: There have been literal tears if we’re out of something,” she says.

Sweet Daze's doughnuts are often bright in color and dusted with glitter.(Ryan Michalesko / Staff Photographer)

Fans have traveled from different cities, states or countries to get a bite of Sweet Daze’s colorful, trendy, “designer desserts,” as they’re sometimes called, like 24-karat cheesecake, cookies and cream tres leches cake, unicorn doughnuts and pastel-colored cake pops.

Sweet Daze’s birthday cake ice cream and Cinnamon Toast Crunch soft serve are two cold treats fans seem to go nuts for.

But on Sept. 17, Nguyen is closing the cake shop she started as a 24-year-old entrepreneur with no pastry experience. The lease is up on her strip-mall space, and she says she wants to focus more time on another business she is involved in, OMG Tacos, and a separate commercial development project in Celina.

“I wish I could do it all,” she says.

Nearly all of her staff members are under the age of 21, and Nguyen says her team made significant strides in its short four years. Nguyen says she still did many of the custom cake orders herself.

And whereas the pandemic crushed many restaurants, Nguyen says her dessert shop boomed with a grab-and-go model. The shop was busier than ever.

“I pulled more all-nighters at Sweet Daze than in college,” she says.

Cake, with a straw through the middle? Sweet Daze serves lemonade and slices of cake, and yes: You eat it right off of the top of the cup.(Courtesy of Sweet Daze)

The black velvet ice cream, which tastes like red velvet cake with cream cheese frosting, is one of the shop’s signatures. Nguyen was inspired to make black-colored ice cream after seeing it explode in popularity online.

Another popular Sweet Daze order is a slice of cake sitting on top of a cup of lemonade. Nguyen originally styled it that way for Instagram: “Back then, you couldn’t post multiple photos; you could only post one. We have one chance to show people [what we have],” she says.

She says “people were really confused by it,” but they decided to sell the cake and lemonade together, like in the photos. It caught on. The shop continues to sell several varieties of cake and seven lemonades in flavors like watermelon, lavender, charcoal and guava.

Nguyen chased trends or set her own, putting mermaids, sparkly geodes, glittered galaxies and pastel rainbows on nearly any kind of sweet treat. She looks back on Sweet Daze’s beginnings:

“As a young, minority woman, no one would let me have a lease, with no experience,” she says. She found a lease on Campbell Road in Richardson, in a bakery that had been badly burned, and turned it into a sweet little shop with a foodie following.

“I did what I could with what I had,” she says.

Sweet Daze is at 581 W. Campbell Road, Richardson. It closes Sept. 17, 2021.

For more food news, follow Sarah Blaskovich on Twitter at @sblaskovich.

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