Check Out Jennifer Etchison’s Story

Today we’d like to introduce you to Jennifer Etchison.

Jennifer, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started cooking at a young age around 15. After graduating high school I did a chef apprenticeship and after two years went off to Culinary school in Charleston SC. After I moved to Atlanta and worked for 20 years as a pastry chef for some of Atlantas best restaurants,
I took a break after the birth of my 2 daughter’s, but my husband and I found ourselves in a pretty dire financial situation during the pandemic. I got a job as quickly as possible baking for a small family downed store and the items quickly took off.
This encounter really encouraged me and built some much needed confidence to go for something on my own.
In 2024, I opened Open heart bakeshop in honor of my 4 year old son, Max, who passed in 2010 of a rare congenital heart defect. I began by setting up booths at local farmer’s markets and just hustling to sell my proucts. After I began to see the success in this I ventured into custom food and gift stores in and around Atlanta including Lucy’s market, Chapman’s cafe, amd Floral Park Market. Its absolutely amazing to see my little home grown bakeshop become a success! Im bery curious and excited to see what the future holds for my company. I hope to grow and expand.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Getting myself out there at first was intimidating but I realized that everyone is just trying to make it and mostly want to support you. The road blocks can be real but I try to focus on what I can do everyday a little better and pray for guidance. Currently it’s all about keeping up with the volume, trying to obtain more work capital, and learning how to grow and manage the business.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I love to elevate desserts people are mostly familiar with. I know that I have an excellent palate and have a very strong sense of salt/ sweet balance. I am known for this throughout my career. I believe in repetition. You are only as good as how many times you can consistently produce. No magic formula. I wake up and 4 am, take a break in the afternoon, and finish up in the evening, rinse and repeat..ha, ha! I never take short cuts and everything must come from my heart.
My greatest professional achievements are a standing ovation for my dessert course at a 2011 James Beard dinner and the success of my Bakeshop, and of course my husband, Jorge, and our sweet daughters, Kristabelle and Josie.

Are there any important lessons you’ve learned that you can share with us?
The real change or lesson in my life came with the birth of my son, Max, in 2006. He was born with Heterotaxy/ asplenia in 2006. After 5 surgeries, including 3 open heart procedures he succumbed to his illness in 2010. His life and death forced me to change in profound ways. It taught me to trust God in all things and led to a deep inner healing and belief in myself and what was possible. Where I could have been destroyed by this outcome I decided to make something out of the loss and hopefully I can give back with my business and encourage others with my story. My goal is to start a charity next year in honor of Max.
Thanks and love
Jenni, Open Heart Bakeshop

Contact Info:

• LinkedIn: @Openheartbakeshop