From San Francisco Brick & Mortar Bakery to Baking Lifestyle Blog

Raw is the best way to describe my state on the last day I opened the doors at my bakery, Flour & Co. Messy (and pretty much uncontrollable) puddles of emotions.  I had been opening those doors myself nearly every day since opening in April, 2013.

Baking, bakeries, and eating baked goods have always had a way with me, and I had dreamed for more than a decade of sharing my passion by way of my very own bakery.  So, to be able to live out that dream was amazing, and I did it just the way I had imagined.

My mission was to bring a modern twist to classic American baked goods using organic, all natural, and seasonal ingredients.  Plus, create a place where folks could come together, have a conversation, read a book, people-watch, or just EAT baked goods…all while feeling like they were a part of our bakery family.  And, I wanted to accomplish this while doing our part to help the community around us.  Check, check, and check.

We made a mark on our little SF neighborhood.  I met so many wonderful people.  I learned so many invaluable lessons.  I ate so many baked goods (and miss them dearly).  It was a good four years…really good.  And so difficult.

I have grit and steadfast determination.  I’ll do whatever it takes.  All strengths most would say.  When you looked in from the outside, however, making my business successful came at a cost to everything else.  My vision, from this perspective, became crystal clear when I gave birth to my two baby boys (born in late 2014 and mid 2016).  I, increasingly, started to weigh the pros and cons associated with my imbalanced life.

To be totally transparent, the business itself also played a role in the decision.  Having a restaurant business in San Francisco was becoming incrementally more difficult, and I made a monumental mistake in the business that pushed it to a tipping point (more to come later).  In many ways, the business was healthy, but it would have taken more resources and even more time to pull our way out of this hole.  It was the most difficult decision of my life, but it was time to make it.  My family won.

So, here I am.  Finally out of hibernation. Former brick and mortar bakery owner.  Former workaholic. Former absentee parent and spouse.  Happy to have this blank slate in front of me (with kids and husband by my side).

While the decision to close was the right one, letting Flour & Co go completely seems all wrong.  It’s part of me, and I still believe in and love what it stands for.  And, I still have a lot to share.

Introducing Flour & Co 2.o – a baking lifestyle blog.  What is a baking lifestyle blog?  Well, we’re going to figure that out together.  My vision, from my laptop, is to include some recipes, some baking tips & tricks, some Bay area & beyond field trips (probably with some food/baking coverage), some small business insight from my experiences, and some resources for cafe/bakery/coffee shop owners.  I’ll keep it fluid as I figure out what is useful to my new community.

My favorite part of owning the bakery was the relationships that I built throughout the years, and in a different way, I’m most looking forward to finding that same fulfillment in this online community.  All while lending well to my new balanced way of life.  I hope you’ll join me on my new journey!

xo Emily

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