About Sugar Studio

Travis Martinez began Sugar Studio in 2018 as a pastry consulting business serving the Milwaukee area. When the pandemic hit in 2020, it evolved into much more—a way to survive and share my passion for pastry with the community. With nearly 20 years of experience as a pastry chef, he took this challenging time as an opportunity to introduce Milwaukee to what he love most: Pastry. Starting at local farmers markets, he built a loyal customer base, which led to Sugar Studio’s expansion.

In 2023, longtime friend and fellow pastry chef Whitney Smedema joined Sugar Studio, bringing fresh ideas and enthusiasm to our offerings. Together, we took a bold step in 2024, signing a lease for our first brick-and-mortar space in West Allis, WI. We’re thrilled to offer more pastries, chocolates, and desserts while continuing our commitment to high-quality ingredients, elegant designs, and approachable treats.

Beyond our bakery, we also provide small kitchen rentals for local startups and small businesses. Recognizing the need for shared kitchen space, we wanted to create a resource to help others launch and grow their culinary dreams.

Meet the Chefs


  • Originally from California, Travis trained in pastry in the San Francisco Bay Area before moving to Milwaukee in 2008, where he quickly fell in love with the Midwest. His experience spans cruise ships in Hawaii, Caesars Palace in Las Vegas, Potawatomi Casino, and The Pfister Hotel. Passionate about chocolate and fine desserts, he has also appeared on Food Network’s Cake Wars (Season 1) and Halloween Wars (Season 11). Committed to giving back, Travis has partnered with organizations like the Fondy Food Market and March of Dimes, believing that a thriving community is the foundation of successful businesses.


  • A Milwaukee/Wauwatosa native, Whitney’s pastry journey began at Simma’s Bakery as a teenager. She later interned at The American Club in Kohler, where she fell in love with crafting beautiful, delicious pastries. Most of her career was spent at Potawatomi Casino & Hotel, where she honed her skills under seasoned chefs, creating desserts for restaurants and catering events. Whitney loves incorporating seasonal flavors and experimenting with new recipes, always bringing creativity to farmers markets and events.