New Bakery to Open in Journal Square

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Jb's Bake Shop Sip Avenue Journal Square Jersey City
Coming soon to this Journal Square block: JB’s Bake Shop, 60-64 Sip Avenue. Photo via Google Maps/Street View.

Residents, visitors, and workers in Jersey City with a sweet tooth will soon have another place to go for fresh desserts. A new bakery and cafe will be opening its doors in the heart of Journal Square.

Jason Gonzalez, a local resident who appeared last year on the Food Network’s “Bakers vs. Fakers” program, is getting ready to open a storefront for his business. JB’s Bake Shop will be located at 60-64 Sip Avenue near the corner of Summit Avenue.

“I chose the area because Journal Square is not only where I live but also is up and coming with lots of great high rises and restaurants,” said Gonzalez, who told Jersey Digs that he “wanted to give this area some amazing cakes and sweets.”

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This will be JB’s first storefront. For the last decade, the company has been an online-only business that has served a variety of delicacies, including 15 flavors of cookies, 30 types of cupcakes, 11 flavors of bread pudding, and even more choices of macaroons, pies, brownies, and cheesecakes. Some of the menu’s most notable items include sweet potato cookies, pumpkin chocolate chip cupcakes, and butterscotch bread pudding. The new location will also offer coffee and tea.

Gonzalez, a former actor and dancer who graduated from culinary school in 2007, is planning to open the bake shop in Journal Square at the beginning of June.

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