Hasfa moved to New York nearly a decade ago; she didn’t see a shortage of bakeries. What she noticed instead was a gap. Born in Senegal and raised in Paris, she grew up in a culture where pastries are part of everyday life, not just reserved for special occasions. That perspective became the foundation for Marbre NYC, a niche bakery brand centered on elevated madeleines that blend French tradition, global influence, and modern New York sensibility.
Built through pop-ups, strategic brand collaborations, and strong community ties, which now drives 40 percent of revenue, Marbre NYC demonstrates how a focused product, thoughtful design, and intentional partnerships can turn a small concept into a scalable business.
I spoke with Hasfa about how she built her brand and what’s next to come.
Tell us about your background and what inspired you to start Marbre NYC?
I moved to New York about nine years ago and noticed something was missing. I was born in Senegal and raised in Paris, where pastries are part of everyday life, not just special occasions. When I got here, I realized there was space for a brand that celebrated French baked goods in a modern, approachable way. Marbre was born from that idea, blending my French upbringing, my Senegalese heritage, and my life in New York City.
Marbre NYC is best known for its madeleines. What drew you to this concept, and how did you know there was a market for it?
Madeleines are nostalgic and timeless, but often overlooked. I loved the idea of taking something familiar and elevating it through quality ingredients, thoughtful flavors, and beautiful presentation. I tested the concept at pop-ups and small events, and the response was immediate. Customers connected emotionally with the product and kept coming back, which confirmed there was a real market for what we were doing.
What are your premier products, and which has emerged as the clear customer favorite?
Our premier products are the Honey Orange Blossom and the Rose Cardamom madeleines. Honey Orange Blossom has definitely emerged as the clear customer favorite. It’s comforting yet refined, a flavor people come back for and recommend to others.
How did you get startup capital, and what was the biggest challenge?
I self-funded Marbre while working full-time, starting with about $1,800. I used that to invest in molds, even importing them from Japan, because I wanted larger, beautifully domed, soft madeleines.
A big part of the early investment was packaging. I believe the product experience doesn’t stop at taste, so I tested different packaging formats to ensure every detail felt elevated. The biggest challenge was being intentional with every dollar while trying to build something that felt premium.
With such a niche bakery concept and no traditional storefront, how did you identify your target customer and use pop-ups to build awareness and revenue?
From the beginning, I knew Marbre would resonate with people who care about quality, storytelling, and the experience around food, not just the product itself.
Pop-ups became essential to building that connection. They allowed us to meet customers face to face, test new ideas, and let people experience the product firsthand. At the same time, they generated consistent revenue while giving us the flexibility to refine our concept before moving into a permanent space.
Through pop-ups, community support, brand collaborations, and social media, we were able to build awareness organically. Sharing the story behind Marbre helped create a deeper connection beyond taste and turned first-time customers into repeat supporters.
You’ve collaborated with brands like Koba Skincare and hosted a Soho pop-up with Kérastase Paris. How did those partnerships come together, and what impact did they have on the business?
Those partnerships came together in different ways. For the Kérastase partnership, I was referred by a friend who was familiar with my work and thought Marbre would be a great fit for the event. After the introduction, I submitted a proposal outlining what we could create and how the experience could align with their brand.
For Koba Skincare, the founder reached out directly after having tried my madeleines in the past and wanting to incorporate them into a brand experience.
In both cases, we explored ideas together, including curated flavor selections that made sense for each brand and its audience. What made them feel right was the alignment in values, aesthetics, and attention to detail. It felt collaborative and authentic.
These partnerships significantly increased brand visibility and introduced Marbre to new audiences who might not have discovered us otherwise. They also helped position Marbre as a premium brand and opened doors to additional corporate and private event opportunities. Corporate and event orders now represent about 40 percent of our revenue, making it a meaningful growth channel for Marbre.
Looking ahead, what’s next for Marbre NYC?
The next phase focuses on scaling thoughtfully. That includes expanding our corporate gifting program, developing new travel-friendly baked goods, and eventually opening our first physical location while continuing meaningful brand collaborations.
What advice would you give to business owners who want to start their own bakery?
Start small, stay patient, and focus on quality above all else. Test your concept before scaling, and don’t underestimate the power of storytelling. People don’t just buy products. They buy the story behind them.
Tenyse Williams is an award-winning Brand Strategist, an Adjunct Instructional Specialist at Columbia University and George Washington University, and Founder & Chief Communications Officer of Verified Consulting, leading a team of digital marketing professionals amplifying awareness for their clients. Follow her on LinkedIn.
