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president of marketing, Turkin oversaw
Real Property Law Section of
developer was effectively cut
the company's licensed M&M-Mars prod-
the Michigan State Bar, and the
short because of a systemic col-
uct line for retailers nationwide.
couple's three children lending
lapse in the real estate market
Turkin and her husband, Todd, gave
support, Schwartz searched for
— a disintegration that began
enough credence to the request that the
the new him.
in Michigan nearly two full
couple began looking at real estate in Or-
"I started looking at different
years before it gripped the rest
lando. However, with three kids in high
options that would work for me,"
of the nation.
school and two in college, they ultimately
he said. "I wanted to get into
Like many in his generation,
decided the time was right to instead
something that would challenge
Schwartz (who is on the young
strike out on their own.
Robert Sch wartz
me, that I would enjoy and that I
end of this peer group) is a
"It seemed like a terrible time to
had a reasonable chance of mak-
product of residential construc-
uproot our family," Turkin said. "The op-
ing a living at; I began by looking
tion's old school — whose guid-
for employment in all of the tradi- portunity would have been great, but the
ing principle was to "build your
timing was terrible."
tional ways, all to no avail."
way out of a rut"
The hot iron she planned to strike with
Schwartz debated purchasing an exist-
Through the mini booms and subse-
was of the cake-like variety, complete
ing company but opted against it, fearing
quent slowdowns of the last 30 years,
with various toppings and decorated in
the economy would only soften further (as
builders and developers with the fortitude
whatever manner came to mind. Taking
(and cash reserves) to live through periods it, in fact, did) — in which case he would
notice of the smattering of cupcake-only
be saddled with two flailing concerns to
of modest demand could more than make
bakeries that were cropping up along the
manage.
up the lost business once the industry
East and West coasts, Turkin felt that
After coming up empty-handed in his
regained its footing — which it inevitably
Detroit would enjoy — and could support
career search, Schwartz looked inward —
did.
— its own cupcake venue.
to the organization he had spent a consid-
Until it didn't; and some question
Spending a year perfecting her craft
erable amount of time donating his effort
whether it ever will.
in their kitchen, Turkin and her hus-
to, the Anti-Defamation League. For the
Even back in 2007, before the hous-
band began their business the way many
last six months, he has been the organiza-
ing bubble had significantly affected the
bakers do — they sold her cupcakes to
tion's assistant regional director and said
national market, something seemed off in
friends and family. At some point, the
he couldn't be happier.
Michigan. Sluggish housing starts and a
demand for her offerings exceeded the
"Making the decision to change careers
supplanting of qualified buyers by those
available counter space in her home.
is not an easy one," he said. "In my case,
who could least afford it both were signs
Her husband, too, hitched his fate onto
it was made easier because I was able to
this slowdown would be different.
his wife's dream; he resigned from the
turn work that I loved doing as a volun-
"By early 2007, I knew that things were
company he founded to help the couple
teer into work I could do on a paid basis."
going to take a turn for the worse," the
launch their new venture. "Todd and I
West Bloomfield resident said. "By 2009,
worked 15 hours a day, seven days a week
it became apparent to me that the way I
in the beginning," Turkin said. "Neither
had been earning a living for my adult life
FROST IT UP, CUPCAKE!
of us had any idea what was involved
Most Detroiters have, at some point
was no longer going to be possible for the
until we started the business."
in their lives, expressed a desire to leave
foreseeable futuref
Once the point of critical mass present-
behind the snows of Michigan winter for
Schwartz acknowledged that he, like
ed itself, the Turkins used their savings to
the perennially warm weather offered in
many others, might have been slow to
expand the operation and moved
places like Florida or Arizona.
recognize the industry's changing trends,
into the former Burghardt's
But what happens when the
all of which were pointing to a significant
Bakery facility in Livonia. With
proverbial dog catches that
retrenchment by purchasers. "It took a
2,400 square feet of kitchen
car?
couple of years for me to realize that I was
space and more than 30 ovens,
For Farmington Hills
going to have to adjust to a new reality
Turkin now produces on the
resident Pam Turkin, 48, the
and make some major changes in my life,"
average of 60,000 cupcakes a
moment came in June 2008
he conceded.
month.
when her employer at the time,
With financial and familial obligations
"We have had to give up a
Orlando, Fla.-based Krunchie
to fill, Schwartz undertook the arduous
lot," Turkin said of her retail
Corp., asked that she relocate
journey of figuring out what he wanted
operation, Just Baked. "We have
to its corporate headquarters in Todd and Pam
to be when he grew up — again. With
reinvested everything into the
the Sunshine State. As the vice Turkin
his wife, Karen, an administrator at the

www.redthreadmagazine.com

business; we have shared a car, no vaca-
tions. The kids have been understanding
and supportive."
Surrounded by her confections, Turkin
says the steady paychecks from her
corporate life were great; but there are
no regrets. "I love my new career and all
the great opportunities and people I have
been able to become involved with," she
said, adding, "I would encourage anyone
out there with a passion to follow it."

CROSSING THE RUBICON?
Three great tales of fortitude cannot
be the metric to hang our hats on when
judging if our economy has crossed the
Rubicon, but they should not be dis-
missed as anomalies either. Greenwald,
Schwartz and Turkin each faced even
bleaker times than currently exist.
In fact, perusing recent headlines
would have a reader think that happy
days are getting pretty darn close; per-
haps that there is actually a little good
news to enjoy is enough to meet the
threshold.
Michigan's jobless rate fell below 13
percent in October 2010, according to
the state's Department of Energy, Labor
and Economic Growth. As well, over the
past 12 months, statewide job gains were
recorded in manufacturing, professional
and business services, education and
healthcare.
Wait, wait, there's more: Monster
Worldwide, the online employment behe-
moth, produces its own gauge of demand,
titled the Monster Employment Index; of
nearly 30 metro markets surveyed, guess
which one registered the greatest year-
over-year gain in recruitment activity?
Detroit.
Lest you think the worst is behind us,
keep in mind that U-M economists still
predict the state's average unemployment
rate in 2011 to be well above the national
average — close to 12.5 percent. So don't
think reinvention will now be a snap. But
take solace that the future is getting bet-
ter, which makes believing in it the best
thing for us all. RT

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