Diana Matthews is the founder of To Di For, a gourmet cupcake company that sells treats at Cool Beans Coffee Cafe, special events and weddings. Matthews offers classic flavors like chocolate, vanilla and red velvet ($30 a dozen) and deluxe cupcakes ($32 a dozen) featuring flavors like cinnamon french toast, banana pancakes and streusel apple pie. She bakes and frosts her cupcakes in the kitchen at the Door Creek Church in Madison.