To tell the story of Denise Assad and her new company, Bountiful Bakery, you could draw from any number of clichés about seizing opportunity from disappointment. An alum of U.S.C. and Art Center College of Design, and a veteran of companies like Procter & Gamble Beauty and BMW, Assad was laid off from a corporate job at WET Design in 2008 and couldn’t find work. So she began baking and selling her goods to friends.
“I was taught the art of baking by both of my grandmothers,” Assad says. “My maternal Swedish grandmother was raised in the Midwest and taught me the basics of pies, how to make crusts, canning, and the art of making a delicious gingerbread boy. My paternal Syrian grandmother taught me Middle Eastern baking, the traditions and beauty of the process, and the art of layering flavors.”
Bountiful Bakery specializes in traditional desserts people remember eating as children, like layer cakes, fruit and cream pies, and dessert bars. Bountiful produces artisanal baked goods, made by hand in small batches. A trademark is flavors that are not overpoweringly sweet. Assad says she’s always been drawn to the 1930s and ’40s, culturally and aesthetically, and she collects vintage recipe books for inspiration. Her specialties include old-fashioned chocolate cake, banana and coconut cream pies, and pumpkin pie with candied ginger streusel. “I definitely bake for flavor rather than preciousness,” Assad says.
Bountiful Bakery currently sells at local farmer’s markets, and bakes to order for pickup at the markets, or delivery anywhere in Southern California. Lately, Assad has been taking orders for events of 250 to 300 guests. Most often, she delivers, plates, and then leaves, but she also has the equipment to set up, display, and serve as well. Early corporate clients include Sotheby’s, the Writers Guild of America, and JPL/NASA.
“We have used Bountiful desserts for a number of events and have always been happy,” said Writers Guild executive director Angela Wales Kirgo. “Assad delivers on every level. Her homemade pies, tarts, cakes, bars, and more are fresh and delicious, and her service is personal and efficient.”
