(Credit: Matt Duckor)
"Wait, wait, is the camera ready?" asked author and baking guru Dorie Greenspan as she prepared to serve her first customer at Beurre & Sel, her debut brick-and-mortar operation, this morning in Manhattan's Essex Street Market. Greenspan's not asking us that question. She's asking her business partner (along with her son Josh Greenspan) Daniel Seehoff, who is armed with an iPhone and who will post the photo to Instagram.
As she packages the cookie (for the record, the historic first sale was "The Jammer"), Greenspan points out that she's "getting too old for all this." But you'd never guess that: She has more energy and enthusiasm than most people decades her junior.
Though Beurre & Sel at Essex Street Market--there's also a kitchen and second location at La Marqueta in East Harlem--is the size of a shoe box (about 50 sq. ft.), Greenspan says the project has been in the works for two years. For fans of Greenspan, the opening isn't just a chance to purchase her top-notch cookies on a regular basis, it's also a chance to see Dorie. Beurre & Sel's first-ever customer said she owned several Dorie cookbooks and had been anticipating the store's opening for weeks. She arrived five minutes before the shop was scheduled to open. We're guessing she'll be back.
We will.
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