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Meet Jose Jurado of The Baking Room Crafts & Company in West Houston

Today we’d like to introduce you to Jose Jurado.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
If memory serves me right, my interest in baking started when I was 13 years old. I recall going to local bakeries and always wondering how they produced the decadent pastries and breads that would catch my interest. I still remember the very first cookbook on baked goods that I received. It was a book dedicated to American pastries, cakes, and cookies. I vividly remember turning each page and being mesmerized at how wonderful the final product looked. As I grew and my passion and desire to learn more grew – I decided to pursue an education in Baking and Pastry Arts.

I can still smell the freshly baked all-butter croissants, the yeast filled rooms of bread being proofed and the sweet smell of sugar being caramelized that perfumed the kitchen in college. I was fortunate enough to be trained by a well-known Pastry Chef. He taught me the science and how to construct a recipe. He encouraged me to experiment with my new knowledge to create my own concoctions.

After college, my dream was to open a brick and mortar bakery, but I also knew that I still needed the experience in the industry to fully understand the business side of it and also the customer service experience. With that in mind, I chose to work for a local bakery in Houston that has been around since the 40’s. The bakery catered to the Jewish Community, so I was exposed to the disciplined practice of Pareve and Kosher. I grew to understand the importance of maintaining a high level of discipline, this helped shape my mentality to fully appreciate the chemistry of a bakery – in product production and business.

As time went on, I still had that thirst to open a brick and mortar bakery, but I knew that I was still lacking the business aspect of it all. The opportunity to manage a bakery wasn’t there at the time – so I decided to get into the restaurant business instead. Over the years, I went from being a dishwasher, a busser, a kitchen employee, to even being a waiter… I eventually worked myself up to become a manager! After seven years of being a manager, I figured that I was ready to start my own business!

The Baking Room Crafts & Company was born in 2018. While it is not the brick and mortar bakery I had imagined way back then, it is an online store on Etsy that can reach across the continental United States!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
When I initially opened The Baking Room Crafts & Company, I had planned to have it open year-round. I came to find out that the demand for an online store for year-round baked goods, just wasn’t where I thought it was at. With that in mind, I am keeping The Baking Room Crafts & Company as a seasonal store. I am currently coming up with ideas that will help me keep the store open year-round. One idea that I do want to introduce is a “Cookie of the Month” club – which will introduce my clientele to not just your common American cookies, but also cookies from Italy, Germany, The Netherlands, and a few other countries.

Please tell us about The Baking Room Crafts & Company.
The Baking Room Crafts & Company specializes in delivering craft baked goods at your doorstep! My scrumptious baked goods are made with my high standards of quality ingredients, consistency and attention to detail. Each baked good is made to order – no baked good is made in advance. I will not mix it or bake it until you order it. Each baked good is then vacuum sealed to assure freshness and mailed directly to your door. I avoid shipping on Friday, Saturday and Sunday because that usually delays the delivery by a day or two and only allows for your order to sit in the post office unnecessary amounts of time.

If you had to go back in time and start over, would you have done anything differently?
I would’ve focused on sticking to baking. When I first opened, I did a special on Valentine’s Day that included handmade chocolates. I thought it would be a big hit, but it turned out to be not that big a hit. So I would focus on just offering what the heart of the company is all about – craft baked goods!

Contact Info:

Image Credit:
Photographs by Jose Jurado

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