12-07-2025
How the Entrepreneur Behind Mini Croissant Cereal Juggles 2 Bakeries
Ashley Coiffard co-owns L'Appartement 4F, a bakery with locations in Brooklyn Heights and the West Village, with her husband, Gautier Coiffard. The couple has become well-known in the pastry world after transforming their home baking project into a beloved destination in less than three years.
The business idea came about during the coronavirus pandemic when both were working in completely different careers: Mr. Coiffard, 37, was a software engineer, and Ms. Coiffard, 35, was a school nurse. What began as hosting and baking for friends evolved after they went to France and ate delicious croissants on every corner. They decided New York had room for one more bakery, even if it was, at first, just their tiny apartment.
The Coiffards' approach combines his pastry skills and methodical background with her community building and social media savvy. Recipes like a $50 mini croissant cereal have brought them viral fame.
They live in a two-bedroom apartment in a Brooklyn Heights brownstone with their mini goldendoodle, Chip.
Ms. Coiffard recently shared how she spent a busy Wednesday juggling work at the bakeries and an accompanying wine bar at the Brooklyn location, L'Apéro.
This interview has been condensed and lightly edited.
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