Ashley Coiffard

Ashley Coiffard, Co-owner of L'Appartement 4F, gives us a tour of her Brooklyn Heights bakery and shares the love story that started it all.

What was the inspiration behind starting your bakery?

When Gautier started baking, it was meant to be only for us. He found joy in creating something with his hands and he always loves a challenge. It wasn't until we were struck by inspiration in France that we decided to share his creations with the world. We were driving in the French countryside looking at different chateaus for our wedding while listening to one of our favorite podcasts, How I Built This. The episode featured Tates, a small bakery in Southampton near my childhood home. We stopped at a gas station in the middle of nowhere and Gautier ordered a pain au chocolat. We figured if that gas station could bake their pastries from scratch and sell them fresh, then so could we. We made a goal to try and raise enough money to cover the florals at our wedding. We never expected to open a bakery.

Speaking of Gautier, can you tell us a bit about your love story and how you met?

I met Gautier unexpectedly at a cocktail bar in the Upper East Side called The Penrose. We were both out with our friends and happened to be in the same place at the same time. We started chatting at the bar and immediately knew we liked each other. We have been inseparable ever since!

What has been the proudest moment for you in your career?

There have been so many moments, both big and small that have made us incredibly proud. We were recently invited to host a brunch at the James Beard Foundation for Valentine's Day weekend. The brunch sold out and has a growing waitlist. We cannot believe any of this is actually happening to us.

Who are the women that inspire you?

I am surrounded by very talented creatives that started their businesses after pursuing their passions, many of them during the pandemic. I feel lucky that I can look up to women in my immediate circle who are strong, smart, tender and very cool. Two women that stand out to me specifically are my friends Lucie Franc De Ferriere and Molly Ford. Lucie owns a popular cake shop in the East Village and Molly is a brilliant florist. I learn a lot by watching them conduct themselves in their businesses, how they set boundaries and balance their personal lives.

You worked as a nurse before opening your bakery, which now has two locations in Brooklyn Heights & the West Village. What advice would you give to someone wanting to change career paths to pursue their dreams?

When people hear that I changed my career so drastically, they often tell me of their dreams that differ from their current careers. I always say the same thing, and that is to just do it. I am not encouraging anyone to quit their jobs immediately but start small. You will never feel ready and overthinking can be stifling. An idea does not need to be perfect before you put it into practice. You learn by doing.

How would you describe your personal style?

My personal style is very feminine. I love vintage clothing and silhouettes. I have always dressed girly, preferring skirts and dresses to pants or denim.

What motivates you when you need an extra push?

When I need a push, I go into the bakery and talk to our community. They are the reason we are inspired to create and I'm reminded instantly why we work so hard. Our customers are so warm and generous with their kind words.

If you were a color, what color would you be and why?

I would definitely be light pink. Light pink is soft, feminine, and romantic which I like to think I relate to.