Warm notes of cardamom. Floral hints of rosewater. Buttery morsels of pistachio, walnut and almond.
These are just a few of the ingredients that make up the decadent sweets from the Middle Eastern region of Persia, now known as Iran.
Soozel Sweets, a new bakery in Lawrence Township, is bringing a taste of Persia to the Garden State. Owner Souzan Safari, who moved from Iran to New Jersey in 2018, started her American culinary journey baking at home, selling Persian sweets through platforms like Etsy.
“In the beginning, I didn’t want to have a local place,” Safari told NJ Advance Media last week. “I was just looking for some place to have a commercial kitchen to do my online business.“
But after much convincing from her customers, the Lawrence Township resident took the leap.
Safari opened a brick-and-mortar bakery in February, offering a range of traditional Persian sweets that remind her of home. Guests can walk into the shop to grab treats or order online — the bakery ships internationally.
The bakery’s interior features a plush pink couch and a faux cherry blossom tree in the corner, with branches cascading across the pink-painted walls. All that pink is contrasted by the teal counter showcasing the day’s freshly baked goods. Various types of baklava, shirini danmarki (baked saffron rolls) and individually wrapped cookies caught my eye immediately.
Near the counter stood a large white shelf lined with bins of their packaged Persian cookies —flavored with ginger, raisin, walnut, chickpea and more. Some were neatly packed in clear bags, while others were stacked in floral tin boxes.
Behind the counter, I spotted Safari making zoolbia — a saffron fritter resembling a funnel cake soaked in a rosewater syrup. She was multitasking all the while, packing online orders with an employee.
There were so many sweets to choose from. While every bite was fantastic, a few stood out — particularly the different types of baklava (layered pastries with phyllo dough and chopped nuts soaked in syrup).
One featured layers of phyllo dough with a rich, thick filling of chocolate and pistachio. Another had a marzipan base (a dough-like confection made from almonds and sugar) topped with pistachio and kadayif (shredded phyllo dough filled with nuts). It’s easy to see, and taste, why baklavas are their most popular item.
Another standout was their ginger cookies that also had a marzipan-like base. They were adorably molded into rose shapes, and had hints of rose flavoring that played well off the sweet, ginger taste.
Safari had experience baking in Iran, but she’s excited to bring the flavors of her homeland to New Jersey. In addition to her national and international online orders, she’s looking to partner with DoorDash and Uber Eats to share her treats even more widely with the local community.
“I love my customers,” Safari said. “I really appreciate (when people) walk in and take the time to see my stuff, what I’m doing here. It’s very precious to me.”
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Lauren Musni may be reached at [email protected]. Follow her on Twitter @Laurengmusni and on Instagram @laurengisellemusni.