When Jennifer Luxmoore founded Sin in 2007, it wasn’t just about cakes. It was about creativity, community, and carving out a space where indulgence meets intention. What began as a custom wedding cake studio blossomed into one of Rhode Island’s most beloved dessert brands, with a reputation for artfully crafted cakes, signature sweets, and flavors that are unapologetically over the top.

Jennifer’s path to entrepreneurship wasn’t conventional. Before cake, there was radio. She spent over a decade at WPRO-FM as a continuity director and copywriter. But a moment of reflection during a Powerball segment sparked something deeper. When asked what she’d do if she won the lottery, her answer was immediate: “I’d open a bakery.” That insight, combined with hitting a ceiling in her corporate role, led her to enroll in Johnson & Wales’ continuing ed program while still working full-time.

After two years of weekend classes and early dessert gigs at a now-closed Providence restaurant, Jennifer launched Sin from a small rented space on Allen Avenue. The business quickly gained traction, and by 2008, she had won her first Best of Rhode Island award, an early validation of her bold leap and hard work.

Since then, Sin has grown steadily in both reputation and footprint. Jennifer eventually purchased a building on Westminster Street with the help of a credit union and an SBA loan. That move doubled her team and revenue. She credits community-minded institutions like Greenwood Credit Union for making that dream possible and encourages other entrepreneurs to start small and local when seeking funding.

While Sin is best known for its jaw-dropping wedding cakes and signature treats like housemade yodels and cinnamon rolls, its secret ingredient is the team behind the scenes. Many staff members have been with Jennifer for over a decade, allowing her to step back at times and prioritize her own well-being. “You can’t grind seven days a week forever,” she says. “Having a strong team allows me to breathe and stay creative.”

Creativity is at the core of Sin’s identity. Jennifer tweaks every recipe to balance bold flavor with nuance—less sugar, more salt, deeper chocolate, and always room for inspiration. Her chocolate bourbon cake has been years in the making and was just recently perfected for sheet cake format, a testament to her commitment to both taste and technique.

In addition to her signature sweets, Jennifer has also explored new directions, such as a collaboration with SoCo Veg, offering savory, plant-based options inside Sin. And while the retail storefront is now closing, the heart of the business continues in custom cakes, weddings, wholesale, and special projects that keep Jennifer’s creativity—and Sin’s spirit—alive and thriving.

Jennifer’s advice to aspiring entrepreneurs? “Document everything. If you want your business to grow, the knowledge can’t just stay in your head.”

For nearly two decades, Sin has been more than cake. It’s been about daring to dream, creating with intention, and bringing joy one bite at a time. And while the retail storefront is closing, the heart of the business carries on. Have an upcoming event that needs the perfect dessert? Reach out to Sin for a custom creation that’s every bit as unforgettable as the occasion itself.