Houstonia: Welcome to Crumbville, Texas

Full article by Katharine Schilcutt


“COME ON IN!” Ella Russell calls out from behind the counter, greeting a visitor to her Third Ward bakery, located just inside the Eldorado Ballroom on Elgin. “Welcome to Crumbville!” Before she knows it, the visitor’s swept in for a smile and a hug. Russell embraces everyone, even strangers—especially strangers—drawing them out of their shells and into discussions, even if they’re just discussions about which cookie they’ll inevitably purchase: her best-selling neon-pink Cookie Minaj (strawberry-oatmeal with white chocolate chips), her vegan Oreo, or a “stuffed cup,” a plump cupcake with a cookie baked inside.