The bakery is also kosher and serving up sufganiyot, perfect for Hanukah. The pastries are baked, not fried, and filled with luscious raspberry jam.
The shop is the brainchild of an ex-corporate lawyer who went from spending her days crafting contracts to building one of the area’s fastest-growing food businesses.
Helene Godin — who admits she was never an avid baker — gave up a 22-year career as a media attorney to start a bite-size bakery in her Westchester hometown. Her goal was to connect with her neighbors, and she had a hunch that people were eager to try gluten- and dairy-free foods. More than that, people were hungry for an authentic experience, something local and handmade.
So, with no formal training, By the Way was born. The challenge was to create treats that were, without exception, worth a special trip, says Godin.
“I refused to compromise. We needed to be able to say, ‘this is delicious’ with no excuses.’”
With much research and hard work befitting a longtime lawyer, Godin opened her first bakery in May 2011; the Upper West Side followed in January 2014, and the third opened on the Upper East Side in October 2015.
Now Greenwich makes four. The store is located just off “The Avenue” at 19 E. Putnam Ave. Like the other three BTWs, the store has an oak door with a French rolling pin for a handle. A mason jar light fixture hangs from the tin ceiling. The cabinets are buttercream yellow. The floor is reclaimed wood from a barn in Missouri.
Most important, the new BTW will sell the same baked goods offered at the other three locations — blueberry muffins bursting with blueberries, a lemon layer cake made with fresh lemon zest and filled with homemade lemon curd, brownies made with the finest Belgian chocolate.
And, by the way, everything is gluten-free, dairy-free and certified kosher pareve.
Godin has unlocked one of the secrets of her company’s growth. “We know it’s impossible to compete against everyone,” she said, “but we’ve discovered that if you make something the entire family loves, you can probably find someone who cares enough to drive across town to pick it up.
"Especially if it allows you to include a family member or friend who’s concerned about the ingredients.”
Go to www.btwbakery.com/ for more information.
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