A local pastry business that built its following through online orders, markets and coffee shop collaborations has officially opened its first storefront in Jersey City.

Feliz Deliz has opened at 336 2nd Street in Jersey City’s Hamilton Park neighborhood, marking the next chapter for founders Diana and Victor, longtime Jersey City residents who launched the business in late 2022.

The couple says the bakery was created to bring “happiness (feliz) and deliciousness (deliz)” to the community through cakes and both sweet and savory pastries.

For Diana, the new storefront represents more than a business expansion. She has worked in the pastry industry since 2011, spending years in the kitchens of several acclaimed Manhattan restaurants, including Riverpark, Del Posto, Élan, Boulud Sud and Loring Place.

In 2020, she joined Jersey City’s Bread & Salt, where she helped expand the bakery’s pastry program.

Victor brings a different background to the business. With degrees in accountancy and entrepreneurial management, he previously worked as a business and tax consultant and held positions with companies including IBM and Ernst & Young before helping build Feliz Deliz.

The business began with a single product: its carrot cake. According to the owners, demand for the cake quickly exceeded expectations, leading them to expand into additional flavors including funfetti raspberry and honey cheesecake.

As the business grew, markets, pop-ups and collaborations with local coffee shops allowed Feliz Deliz to broaden its menu with cookies and additional sweet and savory offerings.

The owners say they’re excited to finally welcome customers into a space of their own after spending the past few years connecting with customers primarily online and at events.

Feliz Deliz
336 2nd Street
Jersey City, NJ
Website

[photo source: Feliz Deliz]