New Version of Beloved UWS Bakery Set to Reopen Friday

By Tracy Zwick

“I’m beside myself,” a smiling Judith Norell said Thursday morning as she stood in the bright, airy new space where she’ll continue the legacy of her erstwhile Silver Moon Bakery. It’s set to open tomorrow, in a partnership with Buttercup Bake Shop, at 2664 Broadway between West 101st and 102nd streets.

Familiar faces from behind the counter and in front of the ovens at Silver Moon streamed in, some greeting Norell in French, and quickly got to work on chocolate croissants and cinnamon rolls, among other things. The new outpost won’t have a name yet at Friday’s “soft opening,” but customers can expect Silver Moon’s beloved breads, cookies, bagels, pretzels, some cakes, and what Judith calls “rustic breakfast sweets”: scones, brioche, croissants, and more.

There’s a fancy new coffee machine that’ll help produce coffee drinks more quickly than at the former Silver Moon location, which closed last March after 24 years at the corner of Broadway and West 105th Street. Teas will be back too, including some new iced tea flavors that’ll make their way onto the menu.

“All of the production people, much of the equipment and many of the counter staff” from Silver Moon Bakery “are back,” Norell confirmed. Norell’s recipes are back, too, “and I’m making up some new ones,” she said.

Among the new items she’s working on, Norell, who lived in Israel earlier in her life, envisions bourekas, the savory pastries that are one of that region’s most iconic foods. They’re sold on the beach in Tel Aviv and in shops all over the country. Sounding invigorated by the new venture, Norell said she also plans to “re-try recipes from years ago.”

Formally, Norell is a consultant to the new enterprise, with Hazem Elgohary, owner of Buttercup Bake Shop, at the helm. “Hazem loves Silver Moon Bakery,” Norell said, “and some of our customers already know and love his stuff. I haven’t tried everything, but I’ve tasted his wonderful banana pudding and delicious, adorable mini muffins.”

The new bakery will be closed on Wednesdays and open from 8 a.m. to 7 p.m. the rest of the week, at least at the beginning. “It takes time to get used to a new space,” Norell explained. “It’s a lot of logistics.”

Jennifer Kronner, the longtime manager of Silver Moon Bakery, is managing the new shop. “We’re so glad to finally be back,” she said, wearing her familiar apron. “We’re a neighborhood joint,” Norell added. “We belong to the neighborhood.” She stressed how important it is to her and her team “to counteract the prevailing culture of industrialization with an in-person quality of life.”

The new bakery plans to have sandwiches, salads, and soup on the menu, too. Kronner confirmed the team has been trying out the ovens for the last two weeks to see about replicating Silver Moon’s creations. “It’s going to take time,” Norell added. “We hope everyone’s going to be kind to us.”

“Just come in and say hello even if you don’t want to buy anything,” she said. “We’re just so happy to be here.”

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