Atelier on Trade

Please stop by to visit, experience our pastries and create memories! We are thrilled to be in the Downtown Arts District and can't imagine being anywhere other than Winston-Salem.

Our team is working tirelessly so that Atelier Bakery is known as a place where amazing hand-crafted savories and sweets stand alongside many of the outstanding locally-produced products that we love!


Pâtissier | Pablo

My name is Pablo ... I am a classically trained chef (among other things).

After spending a phenomenal year in France, I earned a Grand Diplôme from Le Cordon Bleu Paris. 

Most recently, I worked in Manhattan. 

Now I am home ... back in North Carolina after living in more than a half-dozen different cities (in just over twice as many years). 

Jennifer (my wife) and I have been married since 1997, and together we are raising two amazing kids (Atticus - who is sitting on my lap as I compose this, asking that I type, "I am your sous chef!" was born in the spring of 2010 and Madeleine showed up a few days after Christmas in 2011).


Looooong-er Story

My story-to-date is a little more eclectic than most, a result of my ever-unsatisfied curiosity.

A proud native of Winston-Salem, I grew up in the historic West End neighborhood, with downtown serving as an extension of my backyard.

An early proponent of the Downtown Arts District, I purchased three buildings on Trade Street in 1995. 

I owned and operated Pablo's, an all-ages entertainment venue (across the spaces that now house Atelier Bakery and Umoja African Crafts), as well as The Missing Link Coffee and Tea (in what is now Trade Street Diner). We showcased bands, film-makers, circus acts and others for more than half a decade.

After selling the properties to Mike Coe (a local contractor-turned-developer), I moved around quite a bit with my wife Jennifer (whom I met the first night Pablo's opened - October 10th, 1995). We were married outside of Chicago, and lived in San Diego, Baltimore and New York among others.

From studying classical bass at the North Carolina School of the Arts to photography and sculpture in San Diego, biology and theater production at Duke and even medicine in New Haven at Yale, my formal studies have been anything but linear.

Ultimately, as a result of my interest in urban revitalization (because of my experiences on Trade Street), I earned a degree in Landscape Architecture through NC State's College of Design. 

Then, devastatingly the economy collapsed in 2008. 

Almost overnight, investing in improving the aesthetics and performance of outdoor spaces became an unnecessary extravagance like sail boats and second homes. In a time when paying your mortgage became difficult, it was nearly impossible to generate business in the design/build world.

At this point, Jennifer and I were living in Baltimore with our first child, Atticus (named after: Atticus Finch - a fictional character of Harper Lee's Pulitzer Prize-winning novel To Kill a Mockingbird). Jennifer was working in Labor and Delivery at Johns Hopkins Hospital and I was struggling to continue working in Landscape Architecture. 

Though I was still arriving at famed Landscape Architect Wolfgang Oehme's (creator of the New American Garden style) house in Towson, Maryland for work each week, I felt I was in need of a career shift due to the sluggish workload.

Capitalizing on the dismal economy, I decided to return to school. This time my studies would take me to Paris, France, where I spent a year studying at the venerable Cordon Bleu and earned the prestigious Grande Diplôme. My training, the most comprehensive program in French culinary education (I attended classes six days a week, typically twelve hours each day), provided me with an opportunity to master a staggering range of cuisine and patisserie techniques.

Between my first and second trimester in Paris, I returned to the United States for the birth of our daughter, Madeleine (pronounced with just two syllables: mahd-LEHN- and named after Proust's favorite treat in Remembrance of Things Past).

Aside from my entrepreneurial endeavors, over the years (in-between classes), I have worked a number of diverse jobs - from being a manager at Starbucks, the Gap and Barnes and Noble to working at a gas station, the Del Mar Fairgrounds and selling newspapers on street corners, I have also worked as a glassblower, photographer and Design Camp director.

Jennifer and I have also had many wonderful opportunities to travel throughout these United States and the rest of the world. To date, I have spent time in each of the forty-eight contiguous United States, traveled through much of Canada and Mexico and also visited: Brazil, Sweden, Italy, and China.

Once I completed my studies in France, I shifted my focus towards New York. I vowed to spend two weeks looking for a job worthy of my newly minted degree. After trailing with François Payard and Jean-Georges Vongerichten, I received job offers from both. Debating the merits of each, I decided to accept a position in the three-Michelin starred pastry kitchen at Jean-George's eponymous flagship restaurant in the Trump International Hotel & Tower. There I worked alongside the world's finest chefs and culinary technicians, honing the skills I had been taught in Paris. 

In an effort to learn as much as possible while staying abreast of changing trends, I have also attended a number of culinary conferences and trade shows. I am excited to say that I have been personally introduced to many heavyweights in the pastry world from: Pierre Hermé, Albert Adria, Éric Kayser, Johnny Iuzzini, Christophe Felder and Jacques Génin among others.

What all of this means is that: I love to travel, I love my family and I love to bake ... and ... that I have a broad world of experience from which to draw inspiration when designing cakes and pastries.