London’s ‘coolest’ bakery is launching a new Soho shop — and it’ll be open daily

While tourists might flock to Big Ben or Tower Bridge, locals know that London’s most impressive attractions are its bakeries.

Whether you’re sinking your teeth into a dulce de leche chunky cookie at Sablé or sampling a slice of Populations Bakery’s chocolate and whipped salted caramel cake, this city is home to some of the best sweet treats in the world.

And one team that never fails to make it onto every London girly’s ‘It list’ is Jolene.

Often referred to as the capital’s ‘coolest bakery’, Jolene first launched in Newington Green in North London in 2018.

With an aesthetic primed for TikTok and farm-to-table bakery items that lived up to the hype, Jolene quickly captured the hearts of Gen Z and Millennial city dwellers.

Now, with four stores scattered across North and East London (including a restaurant that ‘never disappoints’, the independent bakery group has officially set its sites on conquering Soho.

On April 23, Jolene will open a branch inside the Aries flagship store on Bridle Lane.

Taking over from Hackney’s Dark Arts, who previously ran the streetwear shop’s in-house coffee shop, Jolene Bridle Lane will be open seven days a week, from 8am to 4pm.

Fans of the bakery will be pleased to know that the new store will sell many of the brand’s signature pastries, including rhubarb, frangipane and almond Danishes, and jalapeño and cream cheese buns.

For lunch, customers will be invited to try Jolene’s impressive range of sandwiches, including bacon and leek tortilla with aioli and rocket, and braised fennel with goat’s cheese, pickled onions, dill and orange dressing.

And for the more adventurous clientele, there’s herbed egg mayo with leeks, capers, chives and cornichons.

It wouldn’t be a Jolene store without an array of impressive sweet treats. The Soho store will house St Clements poppyseed drizzle loaf, oats Kingston biscuits with milk chocolate ganache, and, of course, tons of doughnuts.

Immediately recognisable from its iconic typeface, Jolene has long been seen as a lifestyle brand as much as a bakery.

Sold both in-store and online, the chain has expanded their merchandise outside of the typical ‘hat and t-shirt’ combination.

Jolene regularly partners with small independent companies, with customers able to buy everything from bottle openers and paintings to chairs, beach towels, and a wide range of ceramics and artwork.

However, as with any London lifestyle, there tends to be a hefty price tag attached.

Prices for clothing on Jolene’s website start at around £45 and go up to £195.

And if you’re after your very own made to order two-tier ceramic gravity fed water filter, you’ll need to hand over a whopping £650.

There goes next month’s pay check.

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