Ruby Wesley is a Rutgers grad who left her career as an insurance accountant one year ago to make a better cheesecake.

Her inspiration:  “My mother always made strawberry cheesecake for birthdays and holidays,” says Ruby. So the New Brunswick resident took the family recipe—tweaked it a bit, and started her web-based business (www.atasteofrubies.com)

What makes a perfect cheesecake?  “The difference is the texture,” she explained.  Some cheesecakes are too heavy, others are too light. “Ours is the perfect balance.”

Now baking from a commercial kitchen, and overseeing her small staff, Ruby is busy filling orders from across the state. We were originally tipped off to her by a reader’s recommendation.

The website offers fifteen varieties of cheesecake,  including some for chocolate lovers (The Dalmatian, White Decadence) the “island exotic” (Caribbean Dream, Tropical Breeze) and the signature variety with strawberries.

The recipe is a secret, but Ruby offers one clue; she uses no artificial ingredients. 

Will there ever be a Ruby’s cheesecake store? This businesswoman hopes to expand into brick and mortar one day. In the meantime, the Central New Jersey chapter of NJAWBO (New Jersey Association of Women Business Owners) chose her website as one local enterprise with the most potential for success.

And despite the economy, demand is high. No matter how tough things get, the perfect cheesecake helps keep it all in balance.