💚 Nutterie Chats: Marie-Josée from Jaimée Sweets & cie.

We want to welcome you to our new blog series where we'll get to chat with some of Nutterie's clients, their businesses and passions! #NutteriementalConvos

They are bakers, they are foodies, they are restaurateurs, they care about the products they work with - and mainly they care about nuts as much as we do!

Today, we're diving into the fascinating world of Jaimée Sweets, a beloved bakery in Montreal known for its unique and delectable desserts. We have the pleasure of speaking with the visionary founder, Marie-Josée Katcho, who has journeyed from a diverse culinary background to create a bakery that stands out in a city filled with delicious options. From her early days in the food industry to the creative sparks that led to the founding of Jaimée Sweets, we’ll uncover the story behind the sweet success. Join us as Marie-Josée shares her professional path, the challenges she faced, and the exciting future she envisions for her bakery.

Can you tell us about your professional path that brought you to where you are
today?

My studies are in a completely different field. I’ve been working in the food industry
for as long as I remember. From starting with my father in his coffee nut roasting
company, dishwasher, to saladier, sous-chef, waitress, chef pâtissière, manager,
director, owner of fine dining, bistro, café and finally bakery. I’ve done it all. The
experiences and knowledge I’ve gained has helped tremendously but mostly it’s the
passion and excitement I feel when I’m in the milieu.

Can you tell us about the moment or experience that inspired you to start Jaimée Sweets?

During covid I was using Martha Wainwright’s kitchen to cater food to
friends as a way to sooth my boredom. At some point a friend of the family offered
to invest with me to open a bakery. Though this didn’t work out, it sparked the idea
that I could potentially do it on my own. I felt out what I really wanted to make and
how I wanted to go about it and chipped away at making it happen.

What were some of the biggest challenges you faced when you first opened your bakery, and how did you overcome them?

The biggest challenge was moving location and transitioning to a pignon sur rue and waiting for clients. In general, I would say, it’s the patience required that is the most difficult to cultivate. To overcome this I had to learn to let go. I gave/give myself objectives, hustle, complete them, and then at some point I have to let go and wait for the fruits of my labor. Lots of deep breathing.

As you are a Nutterie client, we know you love incorporating nuts into your recipes. Do you have a favorite nut to work with and why?

I do love pistachios since they are a staple in my home growing up in a Syrian family. They’re found in so many desserts. They are also quite special, their color, texture, flavor. Almost magical!

What sets Jaimée Sweets apart from other bakeries in Montreal?

I feel like I may be a little off the norm because I make unique desserts. I start with a retro north American dessert idea and add a twist of my own.

Can you share the story behind one of your most popular or signature items on the menu?

The Queen Elizabeth cake. I fell in love with this cake when I first
tried it as a teenager. I think it was the boulangerie St-Donat version. Soooo good.
When I learned to bake more professionally, I saw the recipe in school but wasn’t
satisfied. I wanted to create my own version that was less sweet and more
interesting. So I tweaked and tweaked and there it is. We make ours with organic
dates and large organic coconut chips.

How do you balance creativity and tradition in your baking? Do you have any family recipes that you’ve modernized for your bakery?

I use aromas and spices in a large part of my desserts. Rose water, orange blossom, sumac…they are staples in my kitchen. I collaborate with Hala, my cake baker extraordinaire to come up with ideas that are highly influenced by our Syrian Armenian heritage.

As a founder, what is your daily routine like, and how do you manage the business side along with the baking?

I wake up at 2am, take some quiet time for myself. I start office work around 3am and then head off to the shop at 5h. I struggle a little with managing the business side these days because I bake so much but I’m hoping to change this slowly over the next year.

What is your favorite item to bake and why? Is there a particular dessert that holds a special place in your heart?

I love it all to be honest. But if I had to choose something, I have a to say I love making caramels. Little candies that are explosions in your mouth.

Looking ahead, what are your future plans for Jaimée Sweets? Are there any new products, expansions, or initiatives that you're particularly excited about?

We are working on a new pistachio cookie with Nutterie and over the next month I am working on setting up a seating area outside along with cold ice cream type desserts that are gonna be wild. I am so excited about this!

Where can people find you and connect?
Instagram: https://www.instagram.com/jaimeesweets/
Website: https://jaimee.art/en
At our location: 1051 Bernard Ave, Montreal, Quebec H2V 1V1