They will be on your screens tonight. At only 25 years old, pastry chef Efe Nur and his sister Julide, 27, both born in Nantes, take part in the show on Wednesday The Best Bakery in France on M6. A year and a half ago, they opened their first Run bakery and pastry shop in the Saint Jacques district, south of Nantes. Twenty employees already accompany the duo, whose objective is to “break the codes” of the sector. Partnerships with jewelry brands, cars, influencers and even “a football player”… Run does not go unnoticed. Efe imagines “very revisited” fine pastries and Julide, for her part, sublimates them through marketing. His career in luxury, with the LVMH group, brings complementary expertise to that of the pastry chef. Their ambition is straightforward: “to create a brand identity around craftsmanship, innovation and gustatory excellence”.
“The idea is to always create new things that haven’t been done before,” says Efe Nur enthusiastically. The pastry chef works with local producers and relies on healthier creations. Less cholesterol, blood sugar, sugar or gluten in the body… “We really try to make people who come to us aware of quality food,” says Julide. The house specialty is “Grand Vendôme”, a pastry made with strawberries, hazelnuts and Timut pepper. The visual is delicate and refined. “We sometimes do more than 20 tests on a product before offering it in stores,” she continues.
An attractive sign
The brand has no difficulty in recruiting staff. On Efe’s desk, above the shop, a few application files have been submitted. “People must surely come because we are more recognized”, supposes Efe Nur. “Here, everything is homemade, including pastries, that’s why we need a lot of employees,” explains Julide. A know-how that is often reflected in the price of products. “It’s more expensive but it’s very good and the products are original,” says a customer. “It’s very beautiful too”, underline two work colleagues. For Bruno, a customer working nearby, the pastries are “a bit small” but “worth it”.
In September, the duo won the award for best Loire-Atlantique flan. Since then, he assures that his sales have increased tenfold. “Customers sometimes travel 30 minutes to buy some,” enthuses Julide. A godsend for the wine merchant next door. “We are gaining a new clientele that is no longer exclusively from the neighbourhood. People often buy their pastries before coming to us, it’s a good synergy”, confides Sébastien Fauvel, manager of Daily Wine.
“I was told that I would never have my diploma”
The pastry chef seems to have gold in his hands, yet his tutors did not predict his success. “At school, I was told all the time that I was not cut out for the fine pastry industry and that I would never graduate,” he says. But, Efe didn’t give up. Once he graduated, the young pastry chef practiced his talents with Vincent Guerlais, before joining the Emma brand. “At 21, I had eleven people under my responsibility. He stayed there for less than a year and then decided to work in Australia. On his return, the Nantes player no longer wants to “be subject to a hierarchy”. He then decides to open his own bakery and invites his sister to join him.
The duo struggles to hide their ambition. In a press release, Efe and Julide Nur think big. They speak of their shop as a “soon to be a must in Nantes” and would eventually like to open new ones in France or even abroad. “The city-wide development project is just beginning. »