This Is TASTE

743: Bringing The French Countryside To East 10th Street with Lucie Franc de Ferriere

Mar 11, 2026
Lucie Franc de Ferriere, baker and cookbook author who grew up baking on a family farm in southern France. She talks about bringing rustic French techniques to her East Village bakery. She explains her signature use of fresh flowers on cakes. She describes adapting bakery recipes for home kitchens and the story of launching her shop during COVID.
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ANECDOTE

Found A Perfect East Village Space By Chance

  • Lucie found her East Village space via a dodgy-looking listing after brokers failed to deliver, toured a moldy room and committed via Kickstarter to renovate it.
  • The location proved perfect despite unexpected repairs and long opening delays.
INSIGHT

Neighborhood Baking Ecosystem Emerged After COVID

  • The East Village developed into a pastry neighborhood post-COVID with distinct bakeries specializing in different items, benefiting the whole community.
  • Customers mix-and-match bakery visits, creating a culture of neighborhood pastry runs.
ADVICE

Use Samples To Sell Unexpected Flavors

  • Introduce unusual flavor combos by offering free samples first to overcome customer hesitance.
  • Use herbs and florals to show sweets can be subtle, not just pure sugar, and let trial convert them.
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