by Aude
 
Remember our recent crush on Sweet Fashion House ? 
Well, after digging into French Master Patissier Gaël Majchrzak’s sweet delights, I thought it would be nice to seat with him and discuss the whys and hows of launching a new pastry brand in Hong Kong. 
 
Hey Gaël, nice to meet you. Can you tell us a bit more about yourself and how you ended-it up here launching Sweet Fashion House in Hong Kong?
To be honest, it has been a very fortunate chain of circumstances! 
My background is hospitality. I have then taken training courses to learn fine gastronomy and have fallen in love with pastry, deciding to specialize in that sector. 
 
Before moving to Hong Kong, I had my consulting firm dedicated to pastry related projects and have been lucky to travel the word and work on so many different concepts. 
 
Around a year ago (summer 2017), a friend came to me introducing Sweet Fashion House. The investors, who are Russians and passionate about fine dining and pastry, were looking for someone to lead the project and this is how I ended up here. Lucky me, I wasn’t alone and came with people I’ve been working with before, which really helped on this very ambitious project. 
 
We started being 3, 2 French guys and a French/Spanish one each of us having our very own expertise: logistic, pastry and chocolate making. And here we are, a year later with around 14 people in our central kitchen. We can say that it very clicked with the investors behind Sweet Fashion House, feels like we share the same passions and the same business opinions, and I am know working 100% for the brand.

 

What did you find the most challenging launching Sweet Fashion House in Hong Kong?
Well, pretty much everything was a challenge. We really started from scratch and had to launch quite quickly with a very small team. Doing everything by ourselves. But definitely, catering the needs and wishes of the local consumers isn’t something easy. 
 
And the most rewarding?
I know finding the right staff can be a challenge in Hong Kong but I’ve been lucky, it has been working pretty well for me. I do find that our staff is very loyal and seems to love the brand and this is super rewarding. 
 
How do you find inspiration for your creations? 
Well, this is my job to create. Always imagining new recipes in my head. What I’ve been working on however is to create things which could please the local tastes. When I first arrived in Hong Kong, I’ve spent a lot of time just wandering the streets, trying different places around town, visiting the local wet markets … 
 
But you know it’s funny. Sometimes you create something thinking it’s going to be a hit and it isn’t or the other way round. For example, the Paris-Hong-Kong: I first created it for myself. I’m French and I love the very traditional Paris-Brest so wanted to have a twist on this very French pastry. But I thought the Paris-Hong Kong would be too sweet for local people and would be more for expats. Well, it happens to be one of our best sellers! 
 
We started with online first but having retail shops is great because it definitely makes it easier having people to try your creations. It also allows me to try different things and see the feedbacks from the consumers. 
 
What are the next steps for Sweet Fashion House?
So many different things! 
We are starting to develop a strong premium B2B offer and this is something I’m going to work on in the next few months. We have already been working with some prestigious clients such as Tory Burch, The Venetian in Macao or Morgan Stanley. But at the same time, working on the B2B is great but we can’t neglect the B2C. Hong Kong isn’t an easy market. There’s always something new and just because you got great feedbacks when opening doesn’t mean you are always going to be on top. You have to work hard and make sure to always implement new things because if you don’t, your competitors will. This love of local people for everything that is new is both a great opportunity and a quite hard challenge. 
 
Another thing that we will definitely be looking out for in the future is too expand Sweet Fashion House both in Hong Kong and in Asia: Taipei, Mainland China and ideally Japan too. 
 
On a more personal note, what are you fav places around town for:
Lunch: Dim Sum Library
A Fancy Dinner: Bo Innovation / A side B Side / Tokyolima
A weekend brunch: Hotel Icon
A weekend getaway: Tokyo 


 

Who better than Mr & Mrs Smith, the one and only luxury and boutique hotels booking platform curating the world’s best hotels, to publish an alluring coffee-table book featuring the world’s most seducing hotel rooms? 
 
You know me, I have an obsession for hotel rooms. And also have a deep passion for beautiful coffee-table books … needless to say this one has already joined my collection! 
 
Available for pre-order online  (HKD 310)
 
 
 
#2 
Sweet Fashion House  opens stores in Hong Kong 

A year after the launch of the e-shop, the Sweet Fashion House’s boldly designed desserts are now also available in 3 different shops. 
 
We are loving the beautiful handcrafted creations and innovative flavors from French Master Patissier Gael Majchrzak. Each and every cake just look like a teeny tiny little precious thing. Love it! 
 
Hong Kong Madame’s fav: the Paris - Hong Kong (HKD 58) a nice take on the famous French pastry Paris – Brest and a yummy combination of choux pastry, macadamia praline, orange mango compote with a milk tea ganache local twist. 
 
Available online and at:
Lee garden – shop G13
The Ritz Carlton – lobby on 9/F
New Town Plaza – Shop 393A 
 
 
 
#3
What’sIN delivers fresh and seasonal fruits boxes at your doorstep 

I love fruits and do need my daily dose of vitamins. But I’m definitely not a fan of the fruits you can find in Hong Kong and feel like they either come tasteless (I mean I would kill for tomatoes which actually smell and taste like tomatoes!  There nothing better than a simple tomato salad but no not in Hong Kong where tomatoes have no taste) or full of chemicals and over packaged. What’sIN fruits aren’t like that … 
 
For example, my first order with them included the tastiest Violette de Sollies Figs from France. God, I love fresh figs! 
 
Plus I love the concept of receiving a surprise box. It gives you an opportunity to try different things. And if you don’t know what you are going to get, one thing you know for sure is that they are seasonal fruits only, certified organic and resulting from sustainable agricultural practices. Tasty and safe … what else? 
 
Online orders
Surprise fruits boxes: HKD 415 for the M size (2.5 kg) / HKD 688 for the L size (5 kg) 
Solo and duo fruits boxes also available 
 


#4
Café Grey Deluxe’s new stylish afternoon tea in collaboration with YOOX

The collaboration between Hong Kong’s hottest hotel and one of the world most fashionable e-commerce platform could only be super stylish right? And what’s more stylish than an Italian flavors infused Afternoon Tea celebrating the quintessential Italian design atelier Fornasetti?  
 
On top of indulging with sweet treats while enjoying amazing view of the harbor, you’ll be treated to a USD 50 gift card to use on YOOX. 
 
Hong Kong Madame’s fav sweets: the porcini mushroom éclair with mascarpone! 
 
Madame’s perks: use code TUHYOOX when booking your afternoon tea online and receive a Fornasetti silk pochette (available while stocks last) 
 
Served daily at Grand Café (Level 49) until Nov 30 from 3.30 pm to 5.30 pm
HKD 310/ person or HKD 560 for two 
            
 

#5 
The Hong French Film Festival  is back in Hong Kong for its 47^th edition 

From Nov 21 to Dec 11 this festival will showcase a great variety of French films (42 in total) divided into 4 categories: International Festival Acclaim / Merry Laughter / Mother & Sons / Love Always 
 
2 films I’ve already booked my tickets for: Le Grand Bain (Sink or Swim) and Mektoub My Love. 
 
Ticket booking is already opened online