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CASID Press Release

Dulce De Leche Bakery is Deliciously Sweet Addition to Central Avenue, Jersey City Heights

Dulce De Leche Bakery opens on Friday, Sept. 9th at 376 Central Ave, Jersey City

Dulce De Leche Bakery, 376 Central Avenue, Jersey City, NJ - Photo Credit William F. Spencer Photography

Jersey City, NJ Dulce De Leche Bakery will officially open their doors at 7:00am on Friday, September 9th and the Central Avenue Special Improvement District Management Corporation is thrilled to welcome their sweet brand of fresh baked goods to the neighborhood. This true Argentine Bakery provides The Heights neighborhood with a modern café atmosphere that is visually stunning and sure to be a crowd pleaser.

Located at 376 Central Avenue, the café is owned and operated by the Urgilles family consisting of Juan Carlos, Ana, Julieta, Mariana, and Juani. The family’s yearning for the baked foods they grew up with in Argentina prompted their entry into the bakery business. This will be their second retail location after the first opened in West New York, NJ in 2007.

“The cafe is beautiful,” says Sanford Fishman, CASID President, longtime pharmacist (Bond Drugs) and neighboring property owner in the district. “They did a great job designing the space. Not only is it warm and inviting, but they set a new standard for what a storefront café can look like on Central. It is going to be hard to come work and resist the fresh aroma just across the street from me.” Fishman also noted that this will be the 20th business opening their doors on Central Avenue this year bringing the overall vacancy rate in the district down near 3% for the first time in over two decades.

Dulce De Leche Bakery, 376 Central Avenue, Jersey City, NJ

After signing the lease with the landlord, the Urgilles spent nearly nine months and a small fortune to completely gut and renovate the ground floor of the 131 year old building (originally built in 1885). “We are blessed to run a successful small business that is growing,” said Julieta. “We see the positive changes happening on Central Avenue and want to be part of it. Thanks largely to a hefty SBA loan and everyone in our family putting up their own blood, sweat and tears; we are able to make the move to Jersey City a reality. We truly believe in the Heights neighborhood and know our investment and sacrifices now will pay off in the long run.”

The café is named “Dulce De Leche” after a confection popular in most Latin American countries. It will be open daily 7am to 9pm serving breakfast and lunch in addition to having a full fresh juice and smoothie bar. Foodies will be happy to know that they can find croissants, cakes, breads, and other baked goods fresh out of the oven during the late evening hours. Baking will be done largely on the premises during the entire day.

“We are thrilled to be part of The Heights and are committed to the neighborhood,” says Julieta. “At least one member of our family will be heading the Central Avenue location at all times to ensure our motto of having the best quality for the best price. We have earned a 4.5 star rating (out of 5) on Yelp and hope to earn the business of our new neighbors in Jersey City as well.”

“When Goehrig’s Bakery closed in 2014, it left behind a huge need for another European/ Italian style bakery in the neighborhood,” says David Diaz, CASID District Manager. “Dulce De Leche Bakery and Café is finally filing that need. Most importantly, the business owners behind it have a proven track record of running a successful business in Hudson County. The new jobs, energy, and business acumen the Urgilles family brings with them is exactly what Central Avenue needs. It will be fun to watch them grow and become part of our SID family. Their brand compliments the other bakeries in the area well and will contribute greatly to the variety in Central Avenue’s Restaurant Row.”

Dulce De Leche Bakery, 376 Central Avenue, Jersey City, NJ Dulce De Leche Bakery, 376 Central Avenue, Jersey City, NJ