Today we’d like to introduce you to Joanne Sherif.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started baking at a young age and was always fascinated with the process. I enjoyed experimenting and loved to share what I made. My mother was an avid reader and passed that down to me. We took weekly trips to the library. One of the things we loved to do together was read cookbooks and she would explain the cooking and baking terms to me. I loved reading about different flavor combinations and I was always interested in food from different cultures.
I was pretty much a homemaker for about 20 years. I say “pretty much” because I also earned a law degree and did volunteer advocacy for children in Special Education for about 15 years. I harbored a secret desire to open my own bakery. Because I was the mom who stayed home and cooked and baked for my five kids, that little dream stayed tucked away for a while. It didn’t stop me from practicing my craft. We had all the holidays at our house for friends and our large extended family. It was hectic, busy and fun.
When the opportunity arose to “do something” in my space in North Park, I jumped at it. I had never worked in a restaurant before but naively felt I was up for the task. Initially, I wanted to just bake cookies and “mom” food. The decision to offer a full breakfast and lunch menu centered around the bakery was obvious. However, I wanted to do something special that would differentiate us from the typical offerings. That was when I decided to take a one week course in Viennoiserie (Croissants, Brioche and Holiday Breads) at the San Francisco Baking Institute. I have to say it was one of the best weeks of my life and the cornerstone for Cardamom Cafe and Bakery was born.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Remember when I said I naively took on the role of Restauranteur without experience? I hung up my apron at home and rolled up my sleeves to deal with a full build-out, learn small business finance/management and develop the skills to lead a crew. I was fortunate in that most of my kids worked for me and that went a long way to establish a culture of hard work and commitment to my other employees.
Along the way, I ended a 25-year marriage, kids moved out and my crew has changed many times. I still have the same head cook, Carlos, and just “retired” my daughter, Galen, after almost ten years of service. In June, we look forward to celebrating 10 years!
I still struggle with the financial constraints of offering a quality product, paying living wages, keeping up with equipment maintenance and continuing to develop and nurture new skills and menu items. Just last weekend one of my regular customers/neighbors/friends stopped by after hours to fix and repair a few things that I just haven’t had the money for or know how to do myself. (Thanks Casey!)
I am a sole proprietor. I don’t have a partner to share the workload and this is probably the most challenging obstacle to growth. I have been working on a new menu for the past several months, just signed with a new POS system that will alleviate a lot of stress for my servers and cooks and I am hoping to secure the funds for a little makeover and a celebration of our ten years of business.
We’d love to hear more about your business.
I like to think of Cardamom as North Park’s breakfast gathering place. If you live in NP, this is where you’ll come for our famous Almond Croissant or spicy jalapeño cream cheese croissant, a loaf of whole grain bread or linger over Eggs Benedict with house-made English Muffins. This is the spot to see other neighbors, local business owners and friends as they start their day or stop for lunch. The late, great Larry Himmel crowned Joanne “Queen of Croissants”; a title she holds near and dear since his passing.
Just as important as our food, is our love of neighbors. We are grateful to build friendships. It is these friendships that give what we do meaning and help develop our community and create a sense of belonging. This is what we are most proud of. On busy weekends, you’ll find Joanne creating special bakes, holding babies and giving out hugs. Throughout the day the patio fills with families and fur friends. The aroma of freshly baked bread fills the cafe with a warm welcome and you know you are home.
Contact Info:
- Address: 2977 Upas St. San Diego, CA 92104
- Website: www.cardamomsandiego.com
- Phone: 619-546-5609
- Email: cardamomcafe@hotmail.com
- Instagram: @cardamomcafeandbakerysd
- Facebook: https://www.facebook.com/CardamomCafeAndBakery/
Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
