11/02/2021
Hey there.
It was a year ago last month when two somewhat anxious and very restless colleagues decided to bake and package pastries to sell out of our home kitchens in Brooklyn. The fall wave was upon us and the election was just weeks away, so it went without saying that we (along with everyone we knew) were feeling an enormous amount of uncertainty about the future.
A lot has happened over the past twelve months, the effects of which are still rippling through the city. For now, we’re optimistic about the future of the hospitality industry and plan to stay involved as chefs and owners alike try to reshape the work culture and employment practices of an industry that is vital to the cultural landscape of any great city.
As we continue to look forward however, we’ve also had to come to terms with some difficult realities: the way we currently operate W&S is unsustainable in the long run. While it gives us a space to be endlessly creative, it also wasn’t built to become a perpetually profitable machine. We just wanted to make fun pastries and share them.
Truth be told, this project was as much for our own mental well-being as it was for the folks we delivered pastries to. Our logo and initial social media content were both developed by close friends, and our first public appearance was handing out free cookies at polling stations on Election Day. Never in our wildest dreams could we have imagined getting the sort of press, attention, and customer love that we did; looking back on it we can’t feel anything more than pride and gratitude at the response we’ve gotten. It’s your support and encouragement that’s kept us motivated and excited about every pastry box and cake we’ve offered. So we’d both like to express our heartfelt thanks to every person that’s enjoyed something we’ve made.
So what’s next? We’ll be keeping the webshop open through the end of November and ALL of our cookie boxes will be available to ship NATIONWIDE so everyone has a chance to gift their friends, relatives, or themselves a box of our treats while they still can. 🚚
Thank you NYC! 🙏
