Main Street South Carolina has recognized Jennifer Casselman of Lucy’s Traditional Southern Bakehouse in Manning with the Main Street South Carolina Master Merchant Award.

The award recognizes excellence in the retail field and is awarded to a merchant who is innovative and committed to downtown revitalization and exemplifies creativity and success in merchandising, inventory, display and value-added retailing and services.

Casselman first opened Lucy’s Traditional Southern Bakehouse in 2014 as a home business, selling cakes, cupcakes, cookies and home cooking. In 2017, she expanded into a retail business space, leaving behind a full-time job, and expanded her menu. She has since expanded her operating hours and her product line to include low-carb, keto and gluten-free options.

Voters of the Manning Times Best of Clarendon Awards have honored Lucy’s Traditional Southern Bakehouse with numerous awards, and it received the Best of Main Street Most Hospitable Business Award twice. A local finance firm provides its customers with a Lucy’s gift certificate for a cupcake on their birthdays, and a local barbecue restaurant orders cakes from Lucy’s to serve on its buffet. Casselman’s sales have grown by 138% from 2018 to 2019.

Since the beginnings of Lucy’s in 2014, Casselman has participated in almost all of Main Street Manning’s events. She served as a committee member for the 2018 Farm to Table event and made all desserts for the event. A Manning resident for nearly four decades, she participates in many of the community’s festivals and is involved with the Clarendon County Chamber of Commerce.

"Jennifer is an exemplary downtown champion. She operates her own business, and she works to promote Manning’s downtown businesses as well," said Jenny Boulware, Main Street SC manager.

Main Street SC is a program of the Municipal Association of South Carolina. It empowers residents, business owners and local officials with the knowledge, skills, tools and organizational structure necessary to revitalize their downtowns and neighborhood commercial districts into vibrant centers of commerce and community.

Main Street SC follows the National Main Street’s Four Point Approach — economic vitality, design, promotion and organization. Each year, Main Street South Carolina recognizes members’ achievements and successes in downtown revitalization. For more information, visit the Municipal Association’s website at (keyword: Main Street).