In September 2010, I did the unthinkable: I opened a gourmet cupcake shop in Folsom at the height of the recession.

With two other cupcake shops in town, what was I thinking, right? My vision was to create a joyous, fun place where customers could savor homemade cupcakes, listen to music, surf the Internet and forget about the failing economy for a bit. My shop was more than a place to grab a cupcake; it was a respite from the world. That was the idea, anyway.

Last week, the landlord removed my store sign and it became official: Rockin’ Cupcake Café is no longer in business. Well, technically the come-on-in-sit-down-and-take-a-load-off part of the business is gone because we continue to bake cupcakes at an off-site kitchen. But, still ... it was sad to see the sign go. Quite literally, it was a sign of the times.

According to Sue Ryan, public information officer for the City of Folsom, an estimated 1,705 new businesses have been launched in Folsom since 2010, including home-based businesses. Ryan says there is no way of knowing how many of those businesses are now closed.

While businesses close down for many reasons, the overriding one, and the reason I no longer have a storefront, is because there aren’t enough customers coming through the doors to pay the bills. It’s as simple as that.

Look around Folsom and you’ll see a diverse mix of business, old and new: Mom-and-pop shops, franchises and corporate-owned establishments, all trying to become one big, happy city while competing for the same local dollars.

Yes, it’s exciting that the Palladio is finally filling up with high-end stores. Go have brunch at Panera. Walk around Whole Foods and be amazed.

But as more of these Big Boys move into Folsom, don’t forget the little guys who are being overshadowed — the businesses that don’t have million-dollar advertising budgets or a deep reservoir of corporate capital.

These Folsom business owners need your patronage to survive, too. Many are locals, like you, who live here and raise their children here.

They sweat and toil and quietly panic, every day, to bring their unique products and services to our community.

Don’t let these neighbors down. Better yet, don’t let them close down, as I had to.

Before I opened the cupcake shop, I would drive by signs plastered all over this city reminding us to “Shop Local” and “Support Folsom Businesses.” These messages never really resonated with me before.

But now I get it. Even though my storefront has gone dark, the light has flipped on, and I finally get it.

Lynn Armitage is a freelance writer and the owner of Rockin’ Cupcakes (rockincupcakecafe.com). The café is gone, but her cupcakes live on. You can reach her at Boatfolk@aol.com.