SCOTTSDALE – In the heart of Scottsdale, La Belle Vie Bakery is creating more than pastries; it’s creating a cultural connection as the world focuses on the Paris Olympics. At the Uptown Farmers Market, this vendor stands out, drawing in Arizona locals with the promise of authentic French cuisine.
The bakery’s commitment to French culinary tradition is evident in every product on the counter. From the flaky brioche croissants to traditionally crafted baguettes, each item is made to transport customers back to France. It is one of approximately a dozen French-influenced bakeries in the Phoenix area.
“Food is the living soul of a culture. It passes from generation to generation,” the La Belle Vie website says.
Boulangeries, the traditional French bakeries featuring the finest French confectionery productions, can be found on nearly ever street in Paris. The popular croissant was actually born in Austria but was believed to have come to France around 1840 when August Zang found the first Boulangerie Viennoise in Paris. And even in the carb-wary world, french pastries remained beloved. U.S. residents, for example, consumed more than 145 million croissants in 2013, according to a study by Statista.
At Scottsdale’s Paris Rendez-Vous bakery, French culture is also important, and features a weekly French club for those of all French-speaking levels to connect with others. It also plans to show some Olympic competition during the Paris Games on its bigscreens. For past events, the bakery’s co-owner, Michael Rousselle, “put up some French flags everywhere for people to enjoy the games.”
Americans love their French pastries.
Customers faces light up as they approach the La Belle Vie Bakery counter at the Uptown Farmers Market. The delicacies are a delicious reminder of the shared cultural heritage between France and the local community.
“I lived in Paris for many years, so coming here is warmth to my soul,” Phoenix resident Marianne Marshall said. “It’s the smell, the taste, the beauty. It’s a visceral experience.”
It is more than a place to buy bread and pastries; it’s where food becomes a link between nations. Nathas Kraus, the bakery owner, recollects the journey from baking in his home to selling pastries at local markets.
“When I came here from France, there was no good bread, so I started making my own,” he said.
Kraus’ career transition is a testament to pursuing what you love.
“I went from banker to baker. I went from cooking in my kitchen to a bakery,” Kraus said, reflecting on the early days when he started baking after securing his degree in finance. “We would have to keep getting a new oven, and then four months later, another oven.”
Nathas Kraus, the owner of La Belle Vie Bakery in Scottsdale, begins working on the pastries that keep customers coming back for more. (Photo by Abigail Scott/Special for Cronkite News)
La Belle Vie Bakery has grown into a beloved local stop despite starting in Gilbert seven years ago and facing initial hesitation from the community. Many customers, like a French local who visits every weekend with her mother to buy pastries to share with friends, are a testament to its success.
The bakery’s uniqueness and personal connections with customers add to its charm. The bakery’s storefront is only open Saturday mornings; people can be seen standing and waiting outside the doors, eager to get their hands on the freshly baked goods. Kraus’ participation in various farmers markets, including those in Gilbert, Phoenix and Scottsdale, showcases his dedication to bringing a taste of France to Arizona.
Priya, a local who began assisting Kraus about a year ago, manages the storefront while Kraus takes his freshly baked goods to the Uptown Farmers Market on Saturdays. Kraus personally trained Priya in French pastry-making, and she now oversees the front-of-house operations, handling pre-orders and pastry sales. Priya, who enjoys crafting chocolate croissants the most, appreciates the bakery environment for its screen-free zone and the opportunity to work with her hands.
“I like working here; there are no screens, and it’s nice to be up and working with my hands,” she said. She credits Kraus for teaching her about baking and finds joy in contributing to the bakery’s bustling Saturday mornings and its celebration of French culture.
Through endless hard work and dedication to French tradition, La Belle Vie Bakery is celebrating French culture as the Paris Olympics begin.
Wilder Adams contributed to this report.