Hidden Gems: Meet Brigette Jaffe of Coco & Joy Desserts

Today we’d like to introduce you to Brigette Jaffe.

Brigette, we appreciate you taking the time to share your story with us today. Where does your story begin?
My story begins during my childhood. I grew up with two vegetarian parents, so whole foods have been incorporated into my diet differently than anyone else I grew up with. During my teen years, my mom became extremely passionate about raw food and started her own business around it. Not only did she make delicious and flavorful meals, she also crafted her raw/vegan food & dessert skills. As a teen, how could I turn a blind eye to avocado mousse tarts, crepes, and more, but most of all, the cheesecakes! In 2018, I had a vivid memory of my mom in the kitchen and the food I used to drool over, so, I tried my best to recreate the treat on my own. I would bring them to work and get a great response from my coworkers, but I didn’t think it would turn into a business. I had different goals then, so I never acted on the potential, but when 2020 forced everyone to change their mindset, I didn’t shy away when the opportunity presented itself. When one of my good friends asked to add the desserts to her online food menu, it was the perfect start. I started selling online, through word of mouth and posting on social media, and now we are in a store at Venice Beach, CA. It has been so inspirational to see the evolution of this idea and the support the community has given.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The road has not been easy, but it has been fun. I have made so many mistakes but overall, I have been happy with our progress. The biggest thing this business has opened my eyes to is whether the purchase is worth it. When you think about it, every dollar counts. I was so nervous to spend my money on things I didn’t need. Especially to start during the pandemic, decisions were not easy on what was vital for my business.

We’ve been impressed with Coco & Joy Desserts, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
My mom and I make raw/ vegan desserts that are better than the real thing. Our cheesecakes come in different flavors like Pucker Lemon, Strawberry, and Chocolate Peanut Butter to name a few. They are made in small batches and are free from gluten, dairy, soy, and preservatives.

This business is more than just about money. We want those who haven’t had a great birthday cake in years to enjoy something that tastes decadent and glutenous and know they’re dietary restrictions aren’t getting in the way.

Donating is also a huge part of this business. We donated cheesecakes to different hospitals to support our front-line workers during the pandemic. I also love to support other small businesses like mine.

Do you any memories from childhood that you can share with us?
Real talk, jumping on the trampoline and sneaking these cheesecakes out of the freezer are such great memories of my childhood.

Contact Info:

• Website: cocoandjoy.com
• Instagram: instagram.com/cocoandjoydesserts
• Facebook: facebook.com/cocoandjoydesserts