Pleasanton Bakery Opening Livermore Location

LIVERMORE, CA — Livermore is about to get a little bit sweeter. Primrose Bakery, a European bakery on Main Street in Pleasanton, will open a location on 154 South J Street in Livermore in early July, the owners announced.

Owners Jesse and Jessica Eiland posted a video on Facebook in May announcing the new location, which was followed by shots of their profiteroles, cakes, croissants, sandwiches, muffins, danishes, and coffee. Jesse Eiland told Patch that a soft opening is planned for early July, but a grand opening is planned at a later date.

Primrose Bakery first opened in Castro Valley in the mid 1980s, and it moved to Pleasanton in 2003. Eventually the Castro Valley location closed, and all locations were moved to Pleasanton. Jessica, who is classically trained in European cakes and pastries, worked for 14 years as head baker and cake decorator and Primrose.

She has won first place awards from KRON4, Diablo Magazine, Pleasanton Weekly, Toasts and Tastes of Fall, and the Alameda County Fair, where she won Best in Show for Professional Cake Decorating.

In 2014, she and her husband Jesse, who is trained in HR and management, decided to buy the business when the former owners were ready to retire.

Jesse and Jessica had been looking to open up a second location for a while, but the pandemic complicated their plans. The Livermore residents hoped to open a second location in their hometown's growing downtown. After several setbacks and complications, they noticed a "For Lease" sign at 154 South J Street.

"We weren't sure about the location, it seemed a little out of the way," Jesse said. "But as we walked around, we started to see how much potential there was for this location. With the addition of Meadowlark Dairy to 2nd street, there was that much more foot traffic between 1st and 2nd. And lots of families walking around. We are very much a family oriented busines, so this would be great for us. We saw the vision and got started."

The new location will feature the same menu and hours as the Pleasanton location, but Jesse said they are in the process of crafting some top-secret Livermore-specific treats to honor their new home.

Visit primrosebakery.com for more information, or call 925-249-1261.

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