Sébastien Bouillet - Dream Boldly

BORN IN LYON, PASTRY CHEF-CHOCOLATIER SÉBASTIEN BOUILLET HAS MADE A NAME FOR HIMSELF IN HIS HOMETOWN, ON SOCIAL NET WORKS AND ALSO...IN JAPAN! AT THE HELM OF A VERITABLE EMPIRE, HE NEVER STOPS PUSHING THE BOUNDARIES! JOURNEY OF A CHILD BAKER.By Charline Gatinel

In the spotlight

honoring a newsworthy chef

In 2000, you took over the family patisserie, which was founded in 1977. What made you want to take on this challenge? Sébastien Bouillet Sébastien Bouillet: "My parents actually owned a pastry shop in the Croix-Rousse district of Lyon. So I've always been immersed in the dessert world, watching my parents work. Naturally, I wanted to help them in my own way. From washing dishes to the cash register and making chocolates, I gave the tasks entrusted to me my all. Now I’ve gotten a taste for it, of course. And for good reason, as school wasn't my forte. I had the choice of two professions: firefighter or pastry chef. Unsurprisingly, after doing an internship with a friend of my father's, I opted for the second choice. This was the start of a very rich career path, as I had the opportunity to train with Meilleurs Ouvriers de France such as Patrick Chevallot in Val d'Isère, where I learned about excellence, Philippe Segong, in Aix-en-Provence, who was none other than the "Jeweler of pastry", and Gérard Mulot, in Paris, a true role model for me, to whom I once dared to admit "My dream is to work for you". It was these incredible experiences, coupled with the many values passed on by my parents, such as the desire to please, sharing, courage and a taste for beautiful, quality things, that made me want to take over their business."

Among the many values passed on by my parents: the desire to please, sharing, courage and a taste for beautiful, quality things

Taking over the family patisserie, yes, but on what terms?

SB: "I came back to Lyon with a strong desire to make a few changes within the boutique. Thanks to my experience working with the very best, I've had the chance to see and learn a great deal. So I wanted to prove something. If I was going back home, it was to launch my pâtisserie...and nothing else! One summer, when my parents had closed the business for three weeks, I began working day and night to modify the range. When they came back, I had made a lot of changes. Then, over the years, the store doubled in size, modernity took hold, chocolate, confectionery and macaroons were developed, the boutiques multiplied, including a chocolate shop, and the pastry kitchens began to take up more space. And now? We have 14 boutiques and 140 employees.”

You also have a presence in Japan. How did that come about?

SB: "When I moved back home, I was offering my consulting services to brands in Kuwait and the United States, in particular. One day, a Japanese dairy brand asked me to give demonstrations in Japan for 15 days. I ended up going two years in a row, and it was during the second year that it all came together, as I met the person who was to become my partner. While working for BelAmer, a company specializing in chocolates, he suggested working with me to develop the patisserie side of the business. At first, it was just consulting. We then tried out the name "Sébastien Bouillet" to represent the range of cakes at trade fairs. The result? It worked, and we were lucky enough to open our first outlet at Isetan Shinjuku, Tokyo's premier department store. We now have three sales outlets and a ‘Goûter’ boutique in a great neighborhood, and we’re planning to open a second.”

Did your move to Japan influence the development of your boutiques in France?

SB: "Yes! I can't put it into words, but I'd say it's helped me to challenge myself on a daily basis. In Japan, there's this idea that nothing can be taken for granted. For example, a product can be a phenomenal success for months, and then suddenly, nothing! I've also been lucky enough to be exposed to excellence, hard work and good citizenship. Because Japan is also a state of mind. What's more, both In Japan, there's this idea that nothing can be taken for granted this country and ours can pride ourselves on being the strongholds of pastry-making. So I was able to pick up a lot of ideas, learn a lot of techniques and use citrus fruits that are rarely, if ever, found in France, such as yuzu, mikan and sudachi, which I like to include in my creations.”

With over 170,000 people following you on social networks, you're a real star. What is your relationship with this virtual world?

SB: "Not being from the ‘social networking’ generation, I had to learn how to make use of them, just as I had to learn to get comfortable with showing my face. This doesn’t come naturally to me, but you get more confident as you go along! Although in the beginning I was doing it because I had to, now I take pleasure in communicating through this medium because I love making videos where I carry out the recipes. In any case, one thing is certain: social networks have become essential! They allow us to promote ourselves and sell. I also get a lot of feedback from people who want to come and see us when they're in Lyon. Many customers in store tell us they discovered our products on Instagram, which I think is really great."

Can you tell us about your TV appearances?

SB: "I've made a few appearances over the last fifteen years or so. I've appeared several times on M6's ‘Le meilleur pâtissier’ and also on ‘Qui sera le prochain grand pâtissier?’. This was on France 2 and I welcomed teams including the great Amaury Guichon. It's funny to think that nobody knew him back then, but now he's the most famous pastry chef in the world! I was also lucky enough to be featured on M6's ‘Capital’ program. My team and I also noticed that the Saturday following the broadcast was one of our most productive: our sales doubled in all the patisseries. Lastly, we were followed all the way to Japan by journalists from ‘Sept à huit’ and took part in ‘66 minutes’.”

What do you think of these TV shows centered around pastry-making?

SB: "They've helped promote the trade, so I think it's great! After that, there was inevitably a busy period. In fact, for a while, we were the talk of the town. Now, we’re in a bit of a downturn! For example, there are fewer requests for apprenticeships. Either way, though, it's good to see pâtisserie on TV. Why? Quite simply because people identify with it, they make cakes at home, so whatever happens, it's very positive! Let's not forget that it's thanks to Cyril Lignac that cooking and pastry-making has had such a resurgence. And for that reason alone, I can only approve. In fact, if I were offered the role of coach on a TV show, I wouldn't say no..."

At first I used social networks out of necessity, today I enjoy communicating this way