Owner, Red Balloon & The Flwry
PHOTOGRAPHS BY COURTNEY APPLE
Her two businesses aren’t overtly food-centric, but Nicole Paloux’s passion for all things culinary shapes both Red Balloon, her boutique public-relations firm, and The Flwry, her flower-subscription service.
“On the PR side, I take on only a handful of clients at a time, but I always like one of them to be a food business,” she says. To that end, she’s worked with Le Bec-Fin, Hip City Veg and Brown Betty Bakery. Meanwhile, her flower service, originally aimed at individuals, is now growing into the food world as Paloux begins delivering gorgeous bunches of flowers to restaurants straight from the local farms where they’re grown.
But it’s when Paloux is off the clock that her passion for food really asserts itself. An avid baker, she tackles at least one ambitious dessert creation a month—and this time of year, she does more than that. “I’ve completely taken over holiday baking,” she says.
Lately she’s been especially drawn to the kind of beautifully decorated layer cakes that are the specialty of Swedish blogging sensation and cookbook author Linda Lomelino. This recipe for apple cinnamon cakes is from the pages of Lomelino’s cookbook, Lomelino’s Cakes: 27 Pretty Cakes to Make Any Day Special.
Paloux puts her own twists on the recipe, of course. “I like to substitute cardamom for most of the cinnamon,” she says. She also uses a scraping technique when applying frosting that lets some of the cake peek through (creating what’s known as a “naked cake”), then douses the cake in homemade caramel sauce.