Soon, you’ll be able to brandish a rhubarb, frangipane and almond danish as you browse off-beat luxury streetwear at Aries. Today, much-loved bakery and restaurant group Jolene has announced that its new venue will be inside the flagship store of Aries, the London-founded, Italy-made brand. Jolene Bridle Lane will open on Thursday April 23.
Pouring Square Mile coffee daily from 8am, Jolene’s first Soho store will serve signature pastries made with Wildfarmed regenerative flour, including flaky pains aux raisins, fiery jalapeño and cream cheese buns, and seasonal danishes. Lunchtime will bring an ever-changing line-up of sandwiches, which could range from bacon and leek tortilla with aioli and rocket to braised fennel with creamy goat’s cheese, pickled onions, dill and orange dressing. Naturally, sweet treats will be on offer throughout the day, including St Clements poppyseed drizzle loaf and Kingston biscuits sandwiched with milk chocolate ganache.
Beyond baking, Jolene is also known for its House Goods range, encompassing limited edition T-shirts, caps, bags and more, emblazoned with the brand’s signature logo; as well as second-hand records and rare miscellany. A selection of these will be on sale inside the new site, taking a share of the Aries store’s 4,000 square feet over two floors.
There’s also been some cross-pollination between Jolene and Aries. The brands will unveil collaborative pieces including T-shirts, mugs and caps available in-store – but for now, they’re keeping the exact details under wraps.
All the baked goods will be produced at Jolene’s large Hornsey Road site in Finsbury Park, which late last year stopped serving dinner to increase its bakery output. It marks the fifth Jolene site for owners Jeremie Cometto-Lingenheim and David Gingell, who opened their first bakery in Newington Green in 2018.
Jolene Bridle Lane will open in the Aries flagship store at 13 Bridle Lane, W1F 9BT on Thursday April 23.
jolenebakery.com
@jolene_bridlelane
