When Joshua, my son and partner in Beurre & Sel, our coookie business, saw this video he tweeted: Ever wonder why we bake cookies? He summed up the theme of this video perfectly. Not surprisingly, it started me wondering why you and so many others bake. Tell me. Please.
Can't wait to hear from you -
Okay, technically it's not really Beurre & Sel's Fourth Pop-Up at Mizu (505 Park Avenue, between 59 and 60 ST; NYC): We did the first three as CookieBar, so I guess you could say that this is our Premier!
Roll out the red carpet, here we come! And to celebrate we've got a a trio of new cookies too.
Meet our new babies. From the top right:
MULLED WINE JAMMERS: From the bottom up, there's our French Vanilla Sable, a layer of dried cherries, cranberries and raisins cooked in mulled (syrah) wine and mixed with French cherry jam, then topped with a cornmeal crumble
SMOKY CHOCOLATE HEARTS: The new sweetheart in our Cocktail Cookie Collection. Valrhona Cocoa, smoked almonds and sweet smoked paprika. So good with Bin 27 Port. (Did you see them in Better Homes and Gardens?)
COFFEE-CARDAMOM BUTTONS: A cardamom brown-sugar-and-spice cookie spiked with ground espresso and finished with a light sugar glaze (my new fave)
Of course, we've got our classics - sweet and savory - and our new (gorgeous) kiosk.
Come say hello! Joshua and I will be at Mizu from today through Friday, February 15, from 10 until about 5, or until the cookies run out.
Can't wait to see you - xoDorie
See that guy in the picture? The cute one? He's Joshua Greenspan, Chief Executive Cookie Monster at Beurre & Sel. In addition to overseeing our little kitchen, our littler boutiques and online ordering on our website, he's also our labeler and the man who hand-packs each of your mail orders. We'd always heard that when you start-up a business, you've got to learn to do everything and now we know how true it is.
And this week and next, we'll be doing a lot of everything in preparation for Valentine's Day.
We'll be shipping our cookies through our website. If you put your order in by Saturday night, we'll bake the cookies and have them mailed out in time for a Valentine's Day delivery. If you order a little later, we'll cover you with a sweet handwritten 'sorry I'm late' message. (While Joshua packs, I write notes - this is really a family start-up!).
Of course, you can always get cookies at our stores:
La Marqueta - walk down the right aisle and we're there on your right.
Essex Street Market -- we're in the market along the Essex Street wall closest to Rivington St.
Valentine's Day Pop-Up -- for the fourth year in a row, you can visit Joshua and me at our NYC Pop-Up Cookie Shop! Once again, we'll be at Mizu, 505 Park Avenue, between 59th and 60th Streets. We'll be there from 10am to 5pm with cookies to buy 1x1 - I'll tell you about the new flavors soon -- and a full selection of cookies stacks, sweet and savory. Wait until you see our new display!
It's the sweetest time of the year and we're just trying to make it a little sweeter.
For Valentine's Day -- which is just around the proverbial corner - I created a selection of small chocolate sweets for the February issue of Better Homes and Gardens. There are Cream Puffs with a mascarpone filling, Cherry-Port Brownies (I love the dried cherries soaked in Fonseca Bin 27), Cocoa Meringue Sandwiches, Cake Balls, Chocolate Trail Mix (a yum), teensy Chocolate-Chip Cookies, a Chocolate-Yogurt Parfait and these beautiful Smoky Chocolate Crackers, so good with wine and cheese.
You can get the back story on these cookies by clicking over to Delish Dish, BH&G's absolutely gorgeous blog. And the recipe's there too.
And, because I loved these cookies so much, we'll be making them as an exclusive at Beurre & Sel's Fourth Annual Pop-Up, from February 11 to 15, at Mizu, 505 Park Avenue, NYC. See you there - lots of sweet cookies, lots of cocktail cookies and Smoky Chocolate Hearts, too.
Here’s the conundrum: I haven’t been posting, so you haven’t seen me but, in fact, I’ve been out and about more than ever. Uptown and downtown. Baking cookies and selling cookies. Dashing around town for meetings. And traveling. As a writer, I always tell people that I work in a cocoon, a comfy one that includes a kitchen and a desk. But ever since the birth of Beurre & Sel, I’ve had to get out of my yoga pants and into town. And you know what? It’s been great! I’ve loved meeting so many people who love cookies the way that I do.
Thank you, thank you to all of you who came to visit us at La Marqueta and the Essex Street Market. And merci to all you visited us online and who entrusted us with sending stacks of cookies to your friends and families, clients, colleagues and holiday hosts. It’s been a really exciting fall (yeah, yeah, a little exhausting too) and we’re all geared up for winter and getting ready for Valentine’s Day. (Wait until you see what I’m baking for it!)
...Continue reading Epiphany: It's a New Year and it just might be a good one ...
Well, it took us a little while, but we've done it! The BEURRE & SEL website is up and running, the postman has become our best friend, and we're finally shipping beautifully packaged cookies all over America.
The whole Beurre & Sel (the cookie biz formerly known as CookieBar) story is on our website, as are descriptions of the sweet and savory cookies we're shipping. Yes, World Peace Cookies are among the sweets, and Rosemary-Parmesan have a place in The Cocktail Collection, the small cookies that make a big splash when you serve them wtih wine, champagne or cocktails.
When you visit the site, please don't miss the Gallery -- I love the photos we've got up there. Scroll through and you'll (re)meet Joshua "The Kid" Greenspan, my son and partner; our pastry chef, Marisa Croce; and our baking teammates, Lisa Nicklin and Paul Simon. You'll also get a peek into our teensy kitchen in La Marqueta, in East Harlem, and our even teensier boutique at The Essex Market, on the Lower East Side. The fabulous pictures were taken by Claudia Ficca, who is as wonderful to work with as she is talented.
Come visit us if you're in the 'hood. If not, click and we'll ship. Juno, the Postman, is standing by.
I’ve been calling my chocolate sables, the ones with chopped bittersweet chocolate and fleur de sel, World Peace Cookies since 2005, and from the moment the cookies were christened I believed that in some small and wonderful way they could, really could, bring peace to the world. At least peace in small corners of the world. I never stopped believing this and now and then, in tiny and wonderful ways, I see it happening. Remember the Grandmothers For Peace? Well yesterday it was the Men From The Middle East.
Yesterday was phantom Day 1 for Beurre & Sel at the Essex St Market in NYC. Our official opening is Tuesday, September 18, but yesterday we opened our shop with a small selection of cookies, just to get a feel for being in business for real. One of the cookies in the case was the World Peace Cookie and, late in the day, two men, Payam and Asaf, came up to the counter and we chatted for a while before they chose what they wanted. Payam picked a World Peace Cookie, took a bite, made that sound that every cookie-maker loves to hear, that long mmmmmmmmmm sound, declared that Asaf had to taste it and then shared his cookie.
“What did you say the name of this cookie is?” asked Asaf. The men laughed when they heard it was called World Peace.
“It works! It worksI” exclaimed Payam. “I’m from Iran, Asaf is from Israel and we both love this cookie.”
Peace. Maybe all we need is love and cookies.
Remember CookieBar? Well the sweet pop-ups that I did with The Kid are, like The Kid, all grown up. CookieBar is now Beurre & Sel, named for two of my favorite ingredients and two that make good cookies great: Butter & Salt. And Joshua and I now have a partner, Daniel Seehoff. And – ta-dah, ta-dah: We’re about to become real, as in bricks-and-mortar real. We’re going to have a roof over our heads, actually two, a kitchen and boutique at La Marqueta in East Harlem, and an adorable boutique in the (very cool) Essex St. Market, on the Lower East Side. I can’t help thinking of them as homes. And if we’ve got a couple of homes, then we’ve got a couple of house parties and of course you’re invited.
Here’s the scoop…
And our menu is almost set.
We’re going to have our big beautiful buy-one-or-buy-a-bushel cookies, the ones that are baked in rings. And we’ll have our signature flavors, like Jammers, Coconut-Lime, Espresso-Chocolate, Chunkers (with chocolate, chocolate, chocolate, cherries and cashews), French Vanilla Sables and World Peace Cookies, of course. But we’re also going to have some specials, which I’m dying to tell you about, but which Joshua said I should keep as a surprise. (I wish when he was a kid that he’d listened to me the same way I listen to him :))
And we’ll have our cocktail cookies, the little salty-sweet cookies meant to be nibbled with Champagne, wine and, yes, cocktails. They’re packaged in neat stacks and, once we get the website in order, they’ll be available online.
And we’re debuting a new line of cookies, smaller versions of our classics (World Peace included) packed in our great-looking stacks. They’ll also be available online.
Soon I’ll have pictures to show you, but for now we’ve been so busy building, baking and running between Harlem and the Lower East Side that we only just realized that we hadn’t taken photos.
Something else to put on the pre-opening list.
PS: The beautiful picture of our cookies was taken by Mete Ozeren for New York Magazine.