party season At 3 Women and an Oven, paying attention to new opportunities always pays off. BY JOHN UNREIN On a quiet summer morning, Jayne Torline sits inside her Kansas City suburban bakery 3 Women and an Oven and contemplates the same question that puzzles most retailers today: How do I attract more business to my store when so many customers are shopping online? For the past 13 years since she and co-owner Stacey Webb took a gamble on creating a one-of-a-kind cake and sweets bakery in Overland Park, Kansas, the nation's cake industry has undergone radical changes in more ways than one. The management of 3 Women and an Oven has reacted with savvy precision every step of the way. What they have learned is that the road to success requires both detailed organization and flexibility. "We're doing what we can to draw people into our shop," Torline says. "Collaborating with different groups, and other things like pop-up shops. PHOTOGRAPHY BY JOHN UNREIN We have to be open and conscious to what the 20 < SEP 2017 | bakemag.com marketplace is demanding." Pop-up shops were once regarded as a low-cost tool to open a new business venture, but now this model is becoming a highly effective way to extend your bakery's brand presence throughout the local community. "Businesses have to come to us and asked us to do a pop-up shop," Torline explains. "We did an eventhttp://www.bakemag.com