Amelia Sweetery in Tyler sells frozen yogurt, coffee, gourmet tea, fresh baked cookies and more. Pictured here is a ginger peach tea with mango popping pearls. (Sarah A. Miller/Tyler Morning Telegraph)

Every baker knows it’s all about the ingredients. A little of this, just the right amount of that, and a pinch of something else. And that’s how Amelia Benson created Amelia’s Sweetery.

“I know what I wanted,” she said. “I wanted to make someplace fun, with something for everyone. A spot you could go to, and if someone wants coffee, they can have it, or if they want yogurt, they can have that, or if they want a fresh-baked cookie – it’s all there. Not just a coffee shop or a yogurt shop or a bakery – but all of it.”

Amelia’s Sweetery serves all of those. The newly opened sweet shop also does custom cookies, gourmet teas and pastries fresh-baked on site. It also has selections for those with dietary restrictions, from gluten-free items to sugar-free and vegan offerings.

For Ms. Benson, Amelia’s Sweetery was the right idea, at the right time – all coming together at the right location. She has been in the service industry, managing restaurants and bars for more than 20 years. She wanted her own place, but it had to be the right kind of place.

“I wanted positive energy,” she said. “I wanted to create a pleasant, enjoyable place.”

That was a starting place, but not much more.

“I had a vision, not a business plan,” she said.

The hard part was making it happen. But with the support of friends and family, she started thinking through what it would take to really open up a place of her own. It really came together when she found the location, at Fifth Street and Beckham Avenue.

“The space presented itself and the timing was right,” she said. “I looked at it one morning, and by that afternoon I made the decision to go with it.”

That was in September. She’s spent the last few months refining that vision.

“I felt the color scheme should have something warm for coffee, bright for sweets – so I ended up with brown and pink,” she said. “Anyone who knows me won’t be surprised at that. Pink was always my favorite color.”

And she formulated a menu – starting with the coffees, teas, frozen yogurt and baked goods, but soon adding cupcakes, bagels, hot chocolate and even chocolate-covered pretzels.

“The menu is just building and building,” she said. “I tell people that if they want something, and I’m capable of making it, I’ll do it.”

Amelia’s Sweetery officially opened in mid-December.

“I started by taking samples of cupcakes and cookies and coffee to area businesses,” she said. “I wanted to introduce myself. People were thrilled. And so was I – I was ready to be open.”

With a staff of eight – “I have an amazing staff, they’re all very pleasant and very capable” – Amelia’s Sweetery is open from 6:30 a.m. to 7 p.m. Monday through Friday, and 7 a.m. to 7 p.m. on Saturdays.

So far, she’s seen an afternoon rush.

“Around 3:30 or so, people come in needing a little pick-me-up,” Ms. Benson said. “They get some coffee, something sweet, and they’re good to go.”

She hopes more will discover that Amelia’s Sweetery is open early enough for a morning cup of coffee and a breakfast Danish, croissant or muffin.

Ms. Benson bakes all day, continually refreshing the displays of cupcakes and pastries. That’s not just for the sake of freshness. It’s also strategy.

“Part of the experience is walking in and it smelling delicious,” she said. “I want people to be happy when they come in here.”

Amelia’s Sweetery also offers coffee and pastry service for meetings and events.

TWITTER: @ tmt_roy

 

IF YOU GO: 

What: Amelia’s Sweetery

Where : 1694 S. Beckham Ave.

Phone: 903-630-7063

Hours: 6:30 a.m. to 7 p.m. Monday through Friday; 7 a.m. to 7 p.m. Saturday. Closed Sunday.

Pro tip: Try the strawberry cream cheese croissant. No, seriously. Try it.