Wicked Good jars cupcake business

Something's cooking in Marshfield — good enough to get the attention of "Shark Tank" star Kevin O'Leary.

The celebrity entrepreneur was in town for a promotional photo shoot with one of his most successful investments to date: Wicked Good Cupcakes, the retail and mail-order bakery headed by mother-daughter duo Tracey Noonan and Danielle Vilagie.

"They were doing $15,000 a month (in revenue) when I met them (in 2013)," O'Leary told the Boston Herald. "Now they're doing over $400,000 a month. We have all kinds of new products and plans for the year ahead."

Noonan and Vilagie opened their first retail location in Cohasset in 2011, achieving national notoriety for their cupcake-in-a-jar concept. Business exploded after their appearance on ABC's "Shark Tank" venture capital competition in April 2013, which the women described as "intimidating."

"You get only one shot in front of them and there are no retakes," Noonan said. "It's nerve-wracking on many levels."

O'Leary, the bottom-line businessman who admitted he has a weakness for cupcakes, invested $75,000, which was used to help build a commercial kitchen in Pennsylvania and a retail outlet at Faneuil Hall.

"That is one damn good jar of cake," O'Leary said during the broadcast.

"You go on the show to get the money," said Wicked Good Cupcakes COO Scott Noonan. "But the bigger impact was the media exposure and now having a partner in your camp like (O'Leary)."

He said Wicked Good Cupcakes' revenue grew 600 percent in 2013 thanks to that single appearance on "Shark Tank." Business rose 50 percent last year and is on pace to add another 45 percent this year. O'Leary made a wise choice: As part of the "Shark Tank" deal, he gets 45 cents of every cupcake sold.

Wicked Good Cupcakes won't yet share the nature of the new product that brought O'Leary to the Noonans' Marshfield home.

"But it was inspired by my 9-year-old niece Samantha (Wheeler)," Tracey Noonan said. "It's her product line. It's a yummy treat that's customizable and giftable."

The new product will launch this fall, in time for the big holiday rush.

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