Today we’d like to introduce you to Sariel Brummer And Adar Nadler.
Hi Sariel Brummer and Adar Nadler, thanks for joining us today. We’d love for you to start by introducing yourself.
We are two sisters and former lawyers from Israel. When Sariel first moved to the U.S., language barriers and licensing restrictions meant she couldn’t practice law. Seeking purpose and connection in a new country, she turned to the comfort of our family’s traditions and began baking our grandmother’s babka recipes from scratch. What started as one immigrant mom’s personal project quickly became a larger mission to bring people together, celebrate our Jewish roots and support other immigrant women navigating similar career transitions. Adar soon moved her own family from Israel to partner with Sariel, doubling down on our vision to create a woman-owned business delivering handmade babka nationwide.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has taken immense resilience, work ethic and hustle to get to where we are today. Starting over in a new country, learning to run a food manufacturing business and pitching in English as a second language presented steep learning curves.
One of our biggest strategic turning points was realizing our original name, Babka ATX, wasn’t fully capturing our national vision. Rebranding to LADY BABKA in January 2025 allowed us to elevate our brand identity and position ourselves for national distribution without losing sight of our roots, our sisterhood, or our social mission.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At LADY BABKA, we bake traditional babka, which we describe as a ‘cake-like bread with a twist’, handmade from scratch using high-quality ingredients with no preservatives. We offer both our full-sized pillowy sharing loaves and our convenient on-the-go MINI BABKA line.
What sets us apart is that we are a business with heart and a deep social mission. Through our Jobs with Heart initiative, we focus on empowering women, supporting mothers and creating meaningful, flexible jobs, especially for immigrant women and moms reentering the workforce who are juggling family and career. We want to offer our team more than just a paycheck; we offer purpose.
We are also immensely proud of our rapid growth! In March 2024, Sariel won a major pitch competition with only two hours’ notice. In January 2025, we rebranded from Babka ATX to LADY BABKA to match our bigger vision. Today, you can find our babkas on shelves at Central Market, Medici Coffee, Summer Moon Coffee, Mojo Coffee, Rosen’s Bagels and more than 100 stores across the country, as well as online through Williams-Sonoma, Misfits Market and Farmhouse Delivery. Through our own website, we ship fresh babkas nationwide straight to an ever-growing crowd of fans from coast to coast.
Let’s talk about our city – what do you love? What do you not love?
What we love best about Austin is its incredible warmth, vibrant entrepreneurial spirit and genuine appetite for authentic, story-driven food. The local community embraced our family traditions and grandmother’s recipes from day one, giving us the foundation and encouragement to turn our passion into a national brand. Austin is a city where Texas-grown dreams truly thrive, filled with foodies who value craftsmanship, diverse cultures and businesses built with heart and hustle.
The biggest challenge we face operating here is that, unlike on the East or West Coasts, many people in Texas and the surrounding region aren’t familiar with what babka is. Because it isn’t as widely recognized in the local market, we have to work extra hard to educate consumers, introduce them to this classic pastry and show them just how comforting and delicious a “cake-like bread with a twist” can be.
Contact Info:
- Website: https://www.ladybabka.com
- Instagram: https://www.instagram.com/lady.babka.co
- Facebook: https://www.facebook.com/lady.babka.co
- LinkedIn: https://www.linkedin.com/company/ladybabka
- Other: https://www.tiktok.com/ladybabkaco
