‘Icing on the Cake’: Lifetime is filming a new movie in North Myrtle Beach

A feel-good romantic comedy is going to be set on the Grand Strand. And keeping in line with fast-growing Horry County, the movie is about a developer.

“Icing on the Cake,” a Lifetime original movie about a baker finding out her shop is going to be revamped by a developer she unknowingly meets, is being filmed in North Myrtle Beach, primarily at Crumb Buns Bakery.

G It’s Entertainment, a South Carolina production company that specializes in family-friendly films, is putting the movie together. The company started in 2013 and has produced other films, including an adaptation of “Pride and Prejudice,” “Paws, PI” and “Christmas Break-In.” While it is locally based, it works closely with artists in California in its productions.

The movie will feature many local establishments, though Crumb Buns Bakery — located near the North Myrtle Beach Town Hall on U.S. 17 — is the primary setting. Owner Paul Davis said he was contacted by the production company via Facebook Messenger to see if he would be interested in participating. Now, his bakery is being used as the main set and he is making the wedding cake that will appear in the film.

“My understanding is they took a look at a lot of the bakeries around the area, and they came in here and fell in love with decor and the simplicity of it and the ability to interact with the customers,” Davis said.

Davis took over the bakery in 2017 after its original owner sold it. Since then, it has garnered recognition as one of The Sun News’ “Best of the Beach” bakeries along the Grand Strand. The bakery offers a variety of fresh cupcakes, breads and pastries daily.

Davis said he watches Lifetime and Hallmark movies during the Christmas season with his wife. While he doesn’t have a desire to be in the movie, Davis plans to incorporate it into his marketing strategy.

“It’s always exciting to be a part of something bigger than yourself but also to bring something exciting to your community,” Davis said. “It’s a break from the day-to-day.”

This story was originally published January 25, 2019 at 3:44 PM.