content creator

Life

by Camille Macawili
3 hours ago

With a dedication to creativity and quality, Cédric Grolet’s eponymous patisserie has garnered cult status for its skillfully crafted bakes – online and offline.
What do the first 30 minutes of your day look like, your morning routine?
My morning routine is very sacred and is an essential part of my day – I start the morning with a one hour-long workout, for that boost of creativity and mental clarity.
There is a growing appetite for independent bakeries and artisanal bread and pastries. What is driving this?
Consumers are increasingly seeking handmade and locally sourced products with a unique flavour profile and higher quality. The result is not only a delicious product but one that is visually appealing. The artisanal element is the main pillar in baking when it comes to preparing such delicate yet beautiful pastries. That’s why we have chosen to incorporate laboratories in each of our shops, to ensure we master and preserve the craft with a precious human touch.

How have you found social media has supported (or hindered) scaling the business and personal brand growth?
Social media has become a powerful tool, especially nowadays with its ability to connect people from all over the world. I run my personal Instagram page myself, with flair and spontaneity, and it has allowed me to share my passion with a global audience and collaborate with renowned international artists and chefs. I have found it to be an essential way to not only build and expand my business, but also connect and engage with my audience and like-minded people, by creating compelling content doing what I love. In terms of artistry, you’re known for incorporating fruits and floral flavour combinations.
How do you consider each element and ingredient that goes into a pastry and where do you get inspiration from?
I draw inspiration from my environment, nature, travel, culture, and design… everything is a source of inspiration for me. The fruit and flower cakes are mostly inspired by the seasons and have a very special meaning to me. Fruit in general played a big role in my upbringing as I was a given a piece of fruit before I set off to school each day, and I picked fruit for pocket money during the weekends, while the flower cakes are inspired by my mother, who used to say, “With a simple flower, you can conquer the world”.
How do you balance your business side and creativity?
Creativity is the very essence of my profession and plays a big part in driving the business. Having the time to reflect and be creative is what allows for the disruptive work and ideas to come alive. It’s an on-going process, and there would be no business without creativity.
What have you learnt in the brand building process and what advice would you give to those wanting to carve out their own pioneering career path?
Each stage in my career has taught me so much at every level. Some of the people in my team have been with me for over 10 years, and I’m extremely proud and appreciative of that. My advice would be to surround yourself with like-minded individuals that can support and guide your growth during every step of the way.

The culinary journey experience at Cédric Grolet at The Berkeley is exceptional – can you expand on how you’ve achieved this in such a location?
The approach we took with the patisserie at The Berkeley is similar to the Parisian boutiques, offering signature creations that are adapted to the location and customers, while maintaining the consistency of quality and flavour across all stores. The overall experience is a combination of location, design, choice of crockery and materials, all working together. The patisserie was designed by Remi Tessier and includes a pastry “lab” with stainless steel and gold detailing in the ceiling to give it that elevated patisserie experience in the heart of London. The patisserie’s walls are also carved with flowers and lemons to rep- resent the union of the fruits and flowers that are reflected in my creations. We also crafted a special knife, which has been designed to perfectly cut through the pastries. For guests that want more than a take-away experience, we also created a series of dining moments that showcase the creations throughout the evolving seasons. The Chef ’s Counter, which sits within the patisserie, allows guests to experience a signature tasting menu of five sweet and one savoury pastry complemented with bubbles.

Where do you source your ingredients and how does this add to the experience at The Berkeley?
All the ingredients I use, from flour to fruits are freshly sourced to get the best possible flavours and raw materials to ensure the best quality and authentic experience.
Image: Supplied
Your social media content is engaging – did you start out creating them alone?
I started creating the videos on my own because I thought it would be an interesting way to showcase the pastry-making process, but in a fun and engaging way. Up until a few months ago, I was editing my videos on my own, but then I decided to work with people internally – it’s a team effort.
How does it feel to have contributed to making pastries desirable?
I am extremely proud of what we have accomplished and being able to raise awareness and highlight the artisanry and mastery of French patisserie on an international scale, in a charming yet authentic way.
To you, which is the most special and creative piece you’ve created to date and how was it received?
This is a difficult one for me – I simply cannot choose, it’s like ask- ing a parent who their favourite child is. Each creation is unique and personal, from the signature viennoiserie to the viral croissants. I prefer to leave this question for my customers to answer, based on their special taste and preference.
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Images: Supplied and Instagram @the_berkeley More