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Meet Sariel Brummer

Today we’d like to introduce you to Sariel Brummer.

Hi Sariel, we’d love for you to start by introducing yourself
My name is Sariel. I was born and raised in Israel. Six years ago I moved to the U.S for my husband’s MBA. Back in Israel I was a litigator, working at the DA’s office. Being a lawyer meant that I was prepared for this move with a plan, I had a clear vision for what this relocation was going to look like. But you know what they say, “Woman Plans, God Laughs”, life was about to serve me a lesson. Since we moved to the U.S. we had to relocate multiple times, every couple of months, until we finally moved to Austin 2.5 years ago. As an Israeli, I was used to having babka next to my coffee, for breakfast, as a dessert, an afternoon snack or a late night munch. Babka was on the table in every gathering and celebration.

Moving through so many new places in the U.S, I was always on the lookout for babka. I felt that I needed a connection to home, something familiar. I slowly learned that people never heard of babka. So I baked my own babka, based on my grandmother’s recipe. My grandmother Ester, is the woman who I’m told to have taken after with my love for baking. We used to call her Suvti and she used to bake a lot but would never let my mom join her. When mom would ask her how she bakes, and knows the dough is right, she would always answer “I just feel the dough”. She passed away when I was only two years old, and all my memories of her are the stories my mother shared with me. When I grew up, I took the role of the baker in our family gatherings, and it’s my way to share my heart and soul. I wish I could bake with her. Just like her I also just “feel the dough”, I like to think that Babka ATX is my way to commemorate Suvti’s memory by sharing and spreading the Babka love in the world.

When meeting new friends or neighbors, I used to bake my babka. Babka is part of my culture that I love, and it was important to me to introduce this deliciously satisfying treat to others. I felt it might bring new people closer to me since I truly believe that babka makes people gather around, and I was right. Everyone who tasted babka for the first time – LOVED it! And those who had babka before were amazed by the difference between my all natural, handmade babka to the ones they’ve had before.

Then it hit me! This is the business opportunity I’ve been waiting for. I decided to be the one who brings the most indulgent, joyful, melt-in-your-mouth babka to the people. Having a little baby at home almost made me postpone the decision to start the business but I figured that I’m not going to miss this opportunity. I can do this! This is my and my babkas time to shine. In the first two months of operation I baked and sold 500 babkas from my home kitchen, with my baby girl on a carrier or in her high chair next to me.

I’m now working from a commercial kitchen, with my staff, selling out at the farmers market, shipping nationwide and working with coffee shop owners to bring this new favorite treat to more people and spread the babka love.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The main challenge for me is getting my babka in front of more people. Most people have never heard of babka. Well, unless they watched the Seinfeld episode about it. I believe that my babka is an amazing, delicious, joyful product that can easily become people’s favorite treat. Once people try it – they’re hooked. I can’t wait for people to share their new love of babka with friends and family and introduce something I love about my culture to more and more people. My babka is one of those pastries one needs next to his/her coffee, as a breakfast, a snack or as a dessert. It’s a melt-in-your-mouth, satisfying treat and I’m constantly looking for ways to bring it to more people.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m now focusing on bringing joy & comfort to treat seekers with a rich, delicious family recipe of babka with sweet and savory flavors: Dark chocolate, Butter pecan, Chocolate and coffee, Nutella, Nutella Tahini, Caramelized onions, Tomato Basil and pesto. Outside of baking and selling directly to customers I’m working with more and more coffee shop owners who want to offer their customers something new and unique.

I’m also part of the M/O SKU track which is an amazing learning experience. I have mentors who help me grow my business and think strategically about my future goals.

Is there anything else you’d like to share with our readers?
I would like to encourage other women who have an idea but are hesitant to do something with it to take the first step. A lot of these women out there have a lot on their plate and don’t think they can have the bandwidth to start their own thing because they are moms now, because someone needs to take care of the household, because they are not sure they can do this. I’m here to tell you ladies – we can do it all! I believe with all my heart that we need to give ourselves a chance, to make a choice, to try and to LEARN. I was happy being a stay-at-home mom for a while. I’m now happy to teach my children that they should believe in themselves, work hard and spread love.

Contact Info:

Image Credits
Sariel Brummer, Babka ATX

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