Cedric Grolet has become a name synonymous with pastry that contents the heart, but Men’s Folio uncovers the man who makes it so.
Cedric Grolet pastries are a treat for the eyes. In fact, the man and his institution captivates with sleekness and fluidity in design — across its offerings, storefronts, and digital presence. The brand account’s feed is divided into a series of threes, each featuring a different angle to whatever it is meant to show off. And when Men’s Folio meets the figurehead (and namesake) behind the established confectionery chain, it’s understandable.
The Frenchman is polished and put-together, but casual, donning a Jacquemus tee and a pair of Nikes. “I like clothing that’s relatively simple and that I feel good in. I take note of the texture, size and colour, though I don’t personally mix bright colours. I prefer an oversized white t-shirt, cargos and Nike trainers,” said the 38-year-old pâtissier-turned-entrepreneur. Known for his standards of consistency, it is no surprise that he, too, takes this approach to his everyday life. “Yes, I wear the same uniform on my days off. It’s important for me to feel good in what I wear, to have a good day, and also to be efficient at work. I also encourage my colleagues, who are also very into fashion, to wear clothing they feel comfortable in.”
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It is also expected that for someone who’s led the production of — and essentially wholly conceptualised — a brand as visual as his, that Grolet would be into fashion. After all, his pastry shop, which has just landed on our Singaporean shores, borrows more than just his name. Grolet also lends his face to the label — fronting well-cut videos that oversimplify the making of his near-perfect products, sometimes alongside a bevy of A-Listers like Blake Lively and Rosalia. “I think that in 2023, thanks to social media, being a pâtissier isn’t simply making cakes but also how you present yourself,” he remarks, conceding to the necessity of an online presence.
Though the maestro has also been consistent in churning out hordes of such content (which can be found on his personal social media accounts), he acknowledges the arduous process and does not sugarcoat his perfectionism. “Making videos [take] a lot, and lot of work, which demands a lot of energy from me and my team, and for that we want it to really be good and proper.” But Grolet is level, and dexterous in it all, tempered with a practicality that attributes to the brand’s thriving operations. “When I started making videos, my dream had always been to have a uniform jacket. I initially designed one, a very beautiful, tailored jacket with my initials. But after hearing of its completely crazy price, I declined and instead bought €15 t-shirts and marked them Cédric, which worked to be a success.”
“I grew up in a very big family, where my parents did not have the means to purchase the clothes or shoes I desired. It was difficult, because I dreamt of branded sneakers, or to own Nike or Adidas t-shirts,” he says, also referencing this as a catalyst that shaped his present-day dress sensibilities, and his enduring stamina for diligence and hard work. “Hence, I worked from a young age to be able to obtain them, and it’s also why my choice of dress remains unquestionable for me. It’s an important armour that I’ve worked for, ever since I was young. It doesn’t always have to be branded or expensive. I prioritise comfort.” Grolet the pâtissier or Grolet the social media maven are not separate entities from Grolet the man. His public and private converge closely, as he owns the same convivial disposition in-person as one would witness online.
When pressed on his personal hobbies or pleasures outside of pastry, he offers “renovating, breaking, removing and cleaning to the maximum” While these are hobbies that first present as dissonant, he coalesces it to harmony in signature cuisinier fashion, drawing common ground in his appreciation for materials and curating spaces. “It could reveal a surprise, such as a beautiful wall. And when I work with this beautiful surprise, with materials that are pure and minimalist, that do not have much detail, it is enjoyable.”
Once you’re done with this story, click here to catch up with our November 2023 issue.
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