At Sugar Sketch, a new bakery on 2nd Street

Photos and interview by Stacie Joy

Sugar Sketch opened earlier this fall at 172 E. Second St. between Avenue A and Avenue B. I recently stopped by the bakery to speak with Martina Nardo, owner and cake designer.


[Owner Martina Nardo]

Where did the name Sugar Sketch come from?

Sugar Sketch started as a cake design shop. I launched the company in 2013, and I was only taking orders online. I would rent kitchens around the city to bake and assemble my cakes. Before it became Sugar Sketch, the name was Cakely Ever After, but it was never finalized with an LLC, so it never became an official name. Also, clients were having a lot of trouble spelling it, and I would miss many emails because of this.

I came up with the name Sugar Sketch with the help of one of my best friends, writer Richard Lopez. When thinking of a name, we focused on the process involved in making a decorated cake: after discussing a theme with my clients, I usually make two or three sketches, each with a different technique, to give my clients several options in pricing. Once the client approves a sketch, I make it into a cake. “Sugar Sketch” came from this concept.

You’ve been in business since 2013. What made you decide to open a storefront business in the East Village now?

Two years ago I started working at Pip’s Place as a cake decorator. Pip’s was a great gluten-free bakery on the Upper East Side with truly delicious gluten-free treats. After a few months working there, Denise [the owner of Pip’s Place] and I decided to join forces and offer fondant-decorated gluten-free cakes.

I moved my tools into her second location in Murray Hill and together we launched this new idea. Pip’s Place baked gluten-free cake layers, and Sugar Sketch decorated them. At the new studio, I would decorate by the window, which attracted a lot of attention from people walking by. Within six months, orders had increased drastically, and I realized the importance of having a store front.

In July 2015, Denise decided to leave the food industry behind to take on new adventures, and I decided to open a storefront on my own. Gluten-free baking is very different from regular baking, and I didn’t feel comfortable offering a product I hadn’t had a lot of experience with, and that’s why I switched back to my own recipes, which are not gluten free. However, we are now working on a few gf flavors to expand our menu, and we hope to be able to include them by next year. Of course, I wouldn’t recommend it to anyone who has Celiac disease, because Sugar Sketch is no longer certified gluten free.


[Counterperson and barista Bria Staley]

How has the process of opening a local small business been for you?

The past year has been incredible. It is without a doubt the hardest and most exciting project I have ever taken on, and although some days present challenges that seem too big to face, I am very proud of how I’m handling it all, and very excited about the future of Sugar Sketch.

This year has taught me a lot about myself; I believe it has been one of the most informative years of my life and I am looking forward to transforming and growing along with this business. Manhattan is definitely challenging — expenses are high, and New Yorkers are quite skeptical, but I am determined to make my way into their hearts! I truly believe that with consistency, determination, and very hard work anything can be accomplished.

This entire year wouldn’t have been possible without a strong team; I wouldn’t be here today if it weren’t for them. And of course, none of this would be possible without the endless support of my mom — she’s been my biggest fan from day one, witnessing and supporting my various breakdowns as well as all the happy moments, and I am so very grateful to have her by my side.

Sugar Sketch is the result of eight long years of endless hours in the kitchen, various chefs screaming and throwing silverware around, and many, many burnt croissants and deflated macaroons. I think the most important thing is to keep moving forward, learning from my mistakes and, most important, being open to changing, adjusting, and aiming to be better than the day before. I try to do this not only with my product, but also with the business itself. Biggest lesson I learned is to never take things personally and never become too attached to any given structure. Things will change for the better, and it’s important to keep an open mind.

What has been the reaction so far from the neighborhood?

The East Village is the best neighborhood! I really couldn’t have found a better location. The entire block has been incredibly warm and friendly and welcoming me to the neighborhood with flowers, cards, messages, and balloons. It is the first time since I moved to the States 12 years ago that I feel like I am truly a part of a community, and it is magical. I feel safe here, and at home.

You were born and raised in Italy. How is NYC different than Rome when it comes to pastries? How is it similar?

The biggest difference I have found between NYC and Rome is the amount of sugar used in desserts. I don’t love really sweet desserts, and my goal when I first launched Sugar Sketch was to offer a product that wasn’t too sweet. I have been adjusting my recipes for years, and I am always moving forward and thinking of new ways to improve my desserts. I have received a lot of feedback the past few weeks on this, and I am very happy to hear people are noticing this difference and enjoying it.







The Sugar Sketch hours are:
Monday - Closed
Tuesday-Thurssday — 8 a.m. to 8 p.m.
Friday — 8 a.m. to 9 p.m.
Saturday — 11 a.m. to 9 p.m.
Sunday — noon to 8 p.m.

Find Sugar Sketch on Instagram here

Video: An in-progress look at Tompkins Square Bagels, opening this month on 2nd Avenue

The Second Avenue location of Tompkins Square Bagels is inching toward completion... there have been a few delays at 184 Second Ave. between 11th Street and 12th Street (for instance, there was an electrical problem with the main line to the building).

In this video filmed the third week of October, owner Christopher Pugliese discusses what patrons can expect from this location and offers some details about the space.



As for the opening, he's looking at Nov. 14.

Video filmed by Shawn Chittle

Previously on EV Grieve:
A 2nd Tompkins Square Bagels confirmed for former Open Pantry space on 2nd Avenue

Tompkins Square Bagels makes it official on 2nd Avenue

The new Tompkins Square Bagels will arrive before the 2nd Avenue subway

'Merica dream fades as Zerza returns to 6th Street

After less than three weeks in business, 'Merica, described as "the most American bar and restaurant in the world," has apparently closed here on Sixth Street between First Avenue and Second Avenue. (Thanks to EVG regular Creature for the tip.)

The red, white and blue awning now advertises Moroccan Mediterranean food... and the menu for the previous tenant, Zerza, has returned... (now La Zerza)...



It was a whirlwind month or so here. The well-liked Zerza closed in late September. Then came the Facebook page for 'Merica, co-founded by Radoune Eljaouhari, who ran Zerza, and Zach Neil, an owner of the Tim Burton-themed Beetle House a few doors away on Sixth Street as well as Stay Classy, the bar for Will Ferrell fans on Rivington Street.

As Patch reported:

Neil said he, a Christian, and Eljaouhari, a Muslim, bonded over making fun of "all things America." Especially during this election season, they find Americana to be exceptionally funny, Neil said.

"I mean it's just crazy that Donald Trump is running for president," he said.

Crazy, sure, but not really funny.


[Photo from last Friday]

The décor included rifles, NASCAR memorabilia ... as well as TVs showing episodes of the Chuck Norris vehicle "Walker, Texas Ranger." It was supposed to be a humorous, tongue-in-cheek homage to the "real America" ... there were advertised debate nights, where diners could discuss a variety of topics, humorous or otherwise, during this divisive election season. (There was a "House of Cards" trivia and dinner scheduled on Election Night.)

The menu, full of comfort foods with names like the Walmart, the Hog Beast and the Boo Boo Burger, included topical items such as the The T-Rump Mexican Burger and the Hillary Burger, "a 100-calorie lie" — a triple bacon cheeseburger topped with mac and cheese.

Despite some opening publicity (including a segment on "Good Day New York"), the dining room sat empty. (One direct neighbor claims that he never spotted one person inside, other than employees.)

Around 1 a.m. on Wednesday, an EVG reader says that she saw a worker taking the "Taste the Liberty" words off of the awning "using some kind hair drying or torch." Sounds pretty American.

Previously

Noted

An EVG reader shared a photo of this sign spotted on Avenue A and Second Street. It reads:

Beware!!!

There is a couple in the LES with and grey and white pit bull they're sicking on random victims.

The woman is about 5 feet tall with brown hair and the man is about 6'2" with a cloudy eye. These people are predators!!!

Be careful and call the police!!

A change in food vendors on 1st Avenue and 6th Street

Just noting the arrival this past weekend of a gyro-falafel cart on First Avenue at Sixth Street... this prompted several readers to ask what happened to the fruit-vegetable vendor who's usually here. I last saw him on Saturday afternoon...


[Photo not from Saturday afternoon]

Jimmy McMillan's ad for a German car-rental brand is suitably strange

Last time that we heard from East Village resident Jimmy McMillan, he was announcing his retirement from politics, specifically the Rent Is Too Damn High Party, under which he ran for mayor, governor and, for a moment, president.

Now, as Adweek reports, McMillan has sold his trademark to Sixt, a German car-rental giant for its first ad campaign in the United States.

Per Adweek: "It seems the two have the same budget-conscious message, and at least one of them is in on the joke."

Here's the ad, which includes roles for journalist Cenk Uygur of the Young Turks and Josh "The Fat Jew" Ostrovsky.



And I'm not sure about what came of the ongoing eviction battle over his rent-stabilized apartment of nearly 40 years on St. Mark's Place. I haven't seen him on that block since the summer. Perhaps he has been busy filming commercials.

Danny Meyer's Union Square Hospitality Group planning Martina for 55 3rd Ave.

Danny Meyer's Union Square Hospitality Group, whose well-regarded establishments include Gramercy Tavern, the Modern and Union Square Cafe, have plans for a new restaurant on Third Avenue and 11th Street.

The group is applying for a new beer-wine license for 55 Third Ave., and are on this month's CB3 SLA committee docket.

According to the questionnaire (PDF!) on file at the CB3 website, the new venture is called Martina. There isn't any mention of the style of food that will be served.

The application shows that the space will hold 13 tables with a proposed sidewalk cafe with four tables. (The overall capacity is listed at 75 or below with nine employees.) The proposed hours are 11 a.m. to 11 p.m. Sunday through Wednesday; until 1 a.m. Thursday through Saturday.

Here's a look at the layout via the questionnaire...



So what space is this restaurant taking? 55 Third Ave., aka Eleventh and Third, is the 12-floor building that recently went through a top-to-bottom luxury renovation. No 55, which is between 10th Street and 11th Street, is currently home to two retail tenants: M2M, the Asian grocery chain, and The Smith. M2M is apparently moving away to make room for Wagamama. The Smith isn't going anywhere.

So where does this leave Martina? There is the building's former lobby on the 11th Street side (across the street from NYU's Third Avenue North dorm).







This month's SLA committee meeting is Monday, Nov. 14 at 6:30 p.m. CB3 will hold the meeting in the Thelma Burdick Community Room, 10 Stanton St. at the Bowery.

Water Witch Mercantile opening in the Box Kite space on St. Mark's Place

An EVG reader shared the above photo from last night around 11:15 ... showing employees making final preparations to open Water Witch Mercantile at 115 St. Mark's Place between Avenue A and First Avenue. (We hear that they are opening today.)

Here's more about Water Witch via their Facebook page: "We are your neighborhood provisions shop with specialty sandwiches, leavened breads, cured meats, artisanal cheeses, and craft beers." (The Water Witch Instagram account mentions growlers of beer for sale and a late-night menu. That menu is not online just yet.)

Coffee is a centerpiece here too (Updated: no espresso, just drip) ... just like its predecessor, Box Kite Coffee, which abruptly closed in early August. After a rather pointed goodbye note ("Taste is the most important aspect of coffee and we were the only game in town") on the chalkboard sign inside the front door, ownership announced a reopening several days later.

In any event, Box Kite has been reimagined as Water Witch with the market/expanded food offering. (A recent Craigslist ad for staff called this a "new specialty food store in partnership with Box Kite Coffee.")

N'eat now serving Nordic fare on 2nd Avenue

You may have noticed this plot come together in recent days outside 58 Second Ave. between Third Street and Fourth Street... the new restaurant is n'eat.

Here's more about them via their website:

Our philosophy is rooted in showcasing New Nordic fare, with a strong focus on seasonal and locally sourced ingredients. The menu is influenced by both old-world and progressive Nordic cooking techniques, while also remaining clean, fresh and simple.

Guests can expect a casual dining experience, whether dining at the bar for a glass of wine and a few snacks, or sitting down to enjoy dishes from the a la carte menu—we hope to offer a welcoming respite and relaxed atmosphere.

Menu items (the items below are all $16) include:
• Poached egg yolk - Brussel sprouts - "Gammel knas"
• Pickled onion - Silver onion - Pear - Smoked crème
• Baked haddock - Sea buck thorn – Apple - Turnips
• Cured scallops – Mussels – Radishes - Butter milk
• Potatoes puree – Duck heart – Bacon – Onion
• Chicken confit – Carrots – Burned garlic sauce

Find the full menu here.

The hours are 6-11 p.m. Sunday-Thursday; until midnight on Friday-Saturday.

With this opening, we officially say goodbye to Cellar 58. The low-key Italian restaurant closed for renovations in May ... and, as far as I know, never reopened.

Updated 1 p.m.

Gothamist has a preview today on n'eat here.

Per the post:

"We use whatever makes sense from the New York area," Allan Jensen, n'eat's general manager said. "New Nordic cuisine is all about using local ingredients and being true to that. Everything is local, fresh, strictly in-season. There's a lot of fermenting and pickling—the region is cold, so in the winter it's hard to grow anything. So we use ingredients from the best of both worlds—it would be crazy to import everything."

Photo via Instagram

A 'Stop the Demolitions' rally tomorrow on 7th Street

[EVG photo from September]

Last week, the Landmarks Preservation Commission (LPC) announced that they will not consider a row of pastel-colored residences on Seventh Street between Avenue C and Avenue D for landmarking.

Preservationists hoped to have the buildings, which date to the 1840s, landmarked ... in part to spare the demolition of 264 E. Seventh St. for some unspecified new development. (In early September, a permit was filed with the DOB to demolish the 3-level house.)

Tomorrow at noon, the Greenwich Village Society for Historic Preservation is organizing a rally outside the buildings on Seventh Street. Via the EVG inbox...

In September, GVSHP and allied groups reached out to the city’s Landmarks Preservation Commission to urge them to landmark 264 East 7th Street, and the adjacent houses at 258, 260, 262, and 266 East 7th Street. Once part of what was known as “Political Row”, these five ca. 1842 houses, located between Avenues C and D, have rare and beautiful intact Greek Revival ornament, and are linked to the history of the early development of New York’s waterfront and to critical political figures of the 19th and early 20th century in New York.

In spite of this fact the Landmarks Preservation Commission recently responded saying they did not consider the buildings worthy of landmark designation.

Sound familiar? Earlier this year the City also refused to landmark five 19th-century Beaux Arts tenements at 112-120 East 11th Street, between 3rd and 4th Avenues.

One small positive note: due to the 2008 East Village rezoning which GVSHP and other groups fought for, the height of any new development on this block of East 7th Street is limited to 75 feet in height after setbacks. Previously there were NO height limits for new development on this block.

Visit here to send a letter to the Mayor online.

The rally starts at noon tomorrow (Friday)...



Previously on EV Grieve:
City says no to landmarking row of 7th Street homes, clearing way for demolition of No. 264