Viral Fame Saved My Bakery, But Money Was Never the Goal

The Journey of Je T’aime Patisserie

Jatee Kearsley’s bakery, Je T’aime Patisserie, became a household name after a viral feature on Righteous Eats. This sudden attention brought both opportunities and challenges that reshaped her life and business in unexpected ways.

A Business on the Brink

In April 2024, Kearsley found herself in a difficult position. Sitting with her Bible study group, she shared the reality of having only $2,000 in her bank account and no clear way to pay her employees the next day. When she opened her bakery a year prior, she was fully aware of the financial risks involved. She had taken out loans and used her own savings, understanding that small businesses require money for everything: rent, ingredients, payroll, insurance, and taxes.

Nothing, however, could prepare her for the moment when she realized she might not be able to cover payroll. The following day, everything changed when her bakery was featured on Righteous Eats, a social media feed that highlights New York City restaurants. The video went viral, and within days, her bank account looked completely different.

The Blessing and Burden of Virality

Going viral was a blessing, but it also came with its own set of challenges. Kearsley admits that while it changed the trajectory of her business, it also took a toll on her mental health. She wouldn’t want to go viral again, even though that may sound ungrateful. It’s an honest reflection of what the experience meant for her personally.

Before going viral, her team of about four made around 200 croissants a week. After the feature, demand skyrocketed to 200 croissants every other day. There were days when they sold just four chocolate croissants before the feature, and then 30 the very next day. The variety of croissants they offer is impressive—chocolate, almond, ham and cheese, blueberry cheesecake, and more.

The process of making these pastries is meticulous. They laminate the dough, hand-roll each one, proof them, bake them, and fill them. Going viral didn’t increase their team size, so Kearsley had to rely on friends, family, and volunteers to help meet the demand.

The Pressure of Sudden Success

The increased demand brought more customers, but also higher expectations. People would leave reviews saying they waited hours only to find the bakery sold out. Kearsley didn’t want to disappoint anyone, so she slept on a bench in the bakery for a week straight to ensure she could keep up with the demand.

There was also the emotional weight of being in the spotlight. Strangers began offering opinions on everything from her prices to her neighborhood and the fact that she accepts Electronic Benefits Transfer (EBT). Kearsley chose to accept EBT because she knows the struggles faced by underserved communities. She never wanted someone to walk into her bakery and feel unable to afford a pastry.

Je T’aime Patisserie is located in Bed-Stuy, a historically underserved area. Kearsley wanted her bakery to be a place where people who have never tried a fresh croissant or quiche can feel like they deserve it. Many people thought accepting EBT would ruin her business, but it actually helped. Her decision to serve all types of people, including EBT and SNAP holders, has been central to her success.

More Than Just Numbers

Kearsley emphasizes that this has never been about the money for her. If it were, she would make different decisions—raising prices more aggressively and choosing a different neighborhood. However, she intentionally opened her bakery in Bed-Stuy because she believed in the community and wanted to provide high-quality pastries to those who might not have access otherwise.

Financially, EBT makes up a small percentage of her revenue, but the support and gratitude from those customers mean more to her than the dollar amount ever could. She acknowledges that running a business without making money isn’t realistic in New York City, but her passion has always been about helping people and impacting her community.

Kearsley’s journey with Je T’aime Patisserie is a testament to resilience, purpose, and the power of community. While the viral moment brought both blessings and challenges, it ultimately reinforced her commitment to her vision and values.