Monique Milenkovic says she never set out to build a cupcake brand. The Melbourne-based baker simply wanted to own a little cupcake store in her own community and craft a lifestyle that integrated her family – she’s also a mother of five – with her passion for baking.

However, after discovering a gap in the market her baking hobby bloomed, and the resultant The Cupcake Queens was born. Now she has eight stores under her belt, but if that wasn’t enough Monique has also penned her first book: Celebration & Inspiration.

The business memoir shares Monique’s journey through the trials and triumphs of building her brand.

Baking Business caught up with Monique recently to hear about her journey to baking mogul and the inspiration that led her to share her story. 

Can you tell us the inspiration behind creating The Cupcake Queens?

The Cupcake Queens was born out of my passion for baking and a desire to bring joy to people through delicious, beautifully crafted cupcakes. I wanted to create a warm and inviting space where customers could indulge in a sweet treat and momentarily escape the stresses of daily life.

How has the company grown and changed in its 15 years?

Over the past 15 years, The Cupcake Queens has grown from a single storefront to eight retail locations in Victoria as well as a thriving online store. While our menu has expanded, we’ve remained committed to using high-quality ingredients and baking everything in small batches. We’ve also embraced new trends and flavours to keep our offerings fresh and exciting.

 What is your personal career history?  Why did you decide to join the baking industry?

 Baking has been a lifelong passion of mine. After working in corporate roles for several years, I realised I needed a career that allowed me to be creative and bring joy to others. The baking industry was the perfect fit, combining my love for delicious desserts with the opportunity to build a business centred around making people happy.

You’ve also recently written and released your business memoir Celebration & Inspiration. Why did you decide to write this book?

I wanted to share the trials, tribulations, and triumphs of building The Cupcake Queens from the ground up. It was an incredibly challenging yet rewarding journey, and I hope my story can inspire other entrepreneurs to chase their dreams, even when the path seems daunting.  I also wrote the book to mark the milestone of 15 years in business which many in the industry will appreciate, is no easy feat!

 Celebration & Inspiration is about your journey from a single store to a multi-location business, in addition to personal reflections. Can you tell us a bit about it?

The book chronicles the early days of The Cupcake Queens, from developing our signature recipes to finding our first retail space. It also delves into the personal story of a working mother building a business with the unwavering support of my husband Jac, which is now our family business. Ultimately, it’s a story of perseverance, passion, and the power of following your dreams.

 Your book sold out within 24 hours of being launched – what was your reaction?

I was absolutely blown away by the overwhelming response! To see my story resonate so deeply with readers was incredibly humbling and gratifying. It reaffirmed my belief that sharing authentic experiences can inspire and connect people in powerful ways.

What’s up next for you?

While I’m thrilled with The Cupcake Queens’ success, I’m always looking for new ways to grow and innovate. In the near future, we hope to explore new product lines and potentially expand our retail footprint. Above all, my goal is to continue spreading joy through delicious baked goods and building a business and team members that positively impacts our community.  From a personal perspective, I would like to continue to inspire others through my book, continue to share my knowledge through public speaking engagements and support others in the baking industry to follow their passion and dream.