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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If bookstores can be unnameable, at least in Brooklyn, why not bakeries?
Could they make the bourekas kosher like they are in Tel Aviv.
Not all food in Tel Aviv is kosher.
Silver Moon is not a kosher bakery so why should one product be kosher when others are not?
Yeah, that’ll go over well so close to Columbia U.
Super happy they’re back but this above comment makes literally no sense.
He (Derek) was referring to the rampant anti-Semitism that is now de rigueur for Columbia U. students. Badge of honor.
I’ll be excited when someone brings back Eclair, it’s recipes. And Grossinger’s.
And gring back Cherry, Babka, Cake Masters Gitlitz, Harry’s, Schraffts, Starks, MealMart, Fields, Silverstein Eyeglass, Simpson Hardware, Tip Toe INN, C&L, Good Earth, etc.
DuBarry’s
Hey, while we’re at it…how about The Library restaurant, Copper Hatch II, …….
Oh my god, THAT’s bringing back memories.
AND that restaurant — Spanish? Mexican? — at the NW corner of Amsterdam & 77nd St. c. 1980, before The Cottage arrived, whatever it was called. (What WAS it called??)
La Maravilla?
I don’t spot a La Maravilla in my 1980–81 phone directory, unfortunately. (If I had, I would then have checked that it was at 360 Amsterdam Ave. or perhaps the corresponding 77th St. address.) A web search also failed to turn up anything. Do you recall a restaurant of that name there?
Oh, and are YOU an original-OL fan?
La Caridad?
While I know The Cottage moved in 2021 from the location in question to the former site of La Caridad at Broadway & 78th (the inspiration for you suggestion, perhaps?), I have seen no indication it was ever at The Cottage’s former location; also, it would be weird if two different restaurants followed the same trajectory! Then again, my 1980–81 phone directory also fails to include a listing for La Caridad, the same as with La Maravilla (see above), so I can’t rule it out.
I should mention that I have seen a reference (from the NYT) to a restaurant named Ernesto’s as having been there in 1973, but I don’t know whether it was still around in 1979/80. That MIGHT be it….
These bring back a lot of memories. I agree, they should bring all of those back!!
Congratulations, this is a wonderful update!!! Can’t wait to visit the new shop! It was such a depressing weekend when Silver Moon closed. Thank you for your dedication to this neighborhood.
We are all so excited!!
I keep hoping they’ll call it the New Moon Bakery. Seems obvious.
VERY happy to see their legacy continue.
Brilliant!
This is the best news, thank you Westside Rag for your excellent coverage!
😝
Terrific news!!
I hope the Almond Meringues are back…along with a few additional vegan items (pretty please).
Lovely prospect.
Now lets be sure to patronize “No Name Bakery” (The Phoenix) to ensure a successful RESURGENCE!!!
Yay, baked goods! And it’s even closer to me than the old place.
Great news. Now reopen Absolute Bagels.
You can never have too many decent bakeries. Good luck, best wishes for long and successful journey
In the midst of so much bad news, it is purely wonderful to have evidence that *not* every good thing must end. I’m so happy! I can’t wait to swing by for some of my favorites.
Congrats and Mazel Tov on this collaboration!! We are eager to welcome you (back) with open arms and mouths!! Shout out to manager, Jen, for always keeping things running smoothly!❤️
Apricot brioche, here I come!!!!
A friend suggested “New Moon”
Buttercup Moon?
I’m so happy that the bakery is open ! I bought a challah fresh from the oven. My husband ate half of it. It was delicious. I also bought yummy pastries. I definitely will be back a lot.
[…] The bakery replacing Silver Moon, which is yet to be named, opened on July 25th at 2664 Broadway (between West 101st and 102nd streets), just a few blocks south of […]