Roselle West & East

Hello friends,

It’s been quite the exciting week for us. This past Sunday, we had softly opened our second space at 108 Dovercourt Rd. The day passed in a flurry of well wishes, friends, family and curious neighbours coming by to check us out. What a vibrant neighbourhood!! We introduced a whole new range of products (more on that later) and they were met with such enthusiasm. Our customers are simply the best!

We are currently still in soft open mode (hours listed on the “Find Us” page), with limited hours as we try and work through all the details involved with opening a new location. We thank you for your patience.

Our grand opening is Saturday August 3rd, from 10am-6pm.

With the addition of a second location and a few changes to our menu, we thought it would be helpful to provide a little guideline for whats’s up here.

So, to, without further ado, the deets!:

Roselle West- This is our new location and “Headquarters”

Address: 108 Dovercourt Rd (at Queen)

Hours: Closed Mon + Tuesday, Wed-Sat: 7:30am-7:30pm, Sun: 9am-7pm

  • Grab & go, we only have a stand-up counter

  • No softserve is available here, but……

  • We have croissants!!! (original! cheese! chocolate!) And other viennoiserie!

Roselle East- Our beloved original location

Address: 362 King St East (at Trinity)

Hours: Closed Mon + Tuesday, Wed-Sun: 11am-6pm Evening hours: Fri + Sat (8pm-11pm)

  • We have limited seating!

  • Our beloved Earl Grey softserve is served here

  • We will continue to do special evening hours between 8pm and 11pm on Fridays + Saturdays

  • There will be no croissants available here for the moment. We’re working on it!

Just a friendly reminder that we are cashless at both stores.

Whole Cake Orders

Pick-up will be at Roselle East, our original location for the time being.

No More Cannelés

We are suspending the production of our much loved cannelé. We did not come to this decision lightly. With the addition of viennoiserie to our Roselle West location, we do not have the capacity to produce them. We have limited oven capacity because the variety of croissants and brioche we have added to our offering needs time to bake.

To all of our cannelés lovers, we sincerely apologize for disappointing you. Hopefully, in time, we will streamline our production schedule and you will see these delicious gems on our menu again. Thank you for understanding.

That’s it for now!

We hope to see you at either locations!

- Sincerely, the Roselle Crew

We're going Cashless on July 3rd!

Roselle is going cashless.png

Hello friends, starting on July 3rd, we will be officially going cashless. We hope that you can understand that we did not come to this decision lightly. In the end, for safety reasons (we've had some unfortunate incidents in the past), efficiency for our staff, minimizing human error, and many other reasons we have decided to move forward int this direction. We also took into account that over 95% of our current clientele uses card when they are at Roselle. For our cash-only customers, we’re working on an alternative solution. Thank you as always for your understanding and support.

Roselle Fraisier is Officially Back !

Ontario strawberry season is like Christmas to us. We wait all year for those juicy, fragrant, gorgeous and more importantly, sweet and delicious Ontario gems. Their season is always so heartbreakingly short, but their arrival always brings us such joy. Especially as pastry chefs. Though they are perfect all on their own, but we can't help but transform them into some of our favourites. A little cream and sugar never hurts right?

We feature them on top of our signature light and marshmallow-y pavlovas. We stuff them inside sheets of our buttery hand made puff pastry sheets for millefeuille (both of these are available for our evening hours by the way). We bake them into little buttermilk cakelets...

Our most favourite way of eating strawberries definitely has to be in the form of a Fraisier. AKA that fancy French strawberry shortcake. This will be our 4th year making it.

What's our take on the classic show-stopping French cake?

We make ours with a delicate sponge that's brushed with some Grand Marnier syrup (strawberries and a bit of citrus is always welcomed), fresh cream, vanilla bean custard and of course, a lot of Ontario strawberries. It seems like every year we manage to sneak in a little extra strawberries..

It truly tastes like summer. What are you waiting for?

Frasier Ordering Details:

Please allow us 3 days notice as with all of our cakes.

Ordering: ONLINE ONLY (cake order form under our "Whole Cakes" tab)

Sizing: 6" (serves 4-6, $50) or 9" (serves 10-12, $80)

Available for pick-up starting Wednesday June 26th- until the end of strawberry season.

Please note that while the cake is nut-free, we do loveeee nuts and work with a wide variety of them (pistachios, hazelnuts, almonds, pecans..), so we can never guarantee that there has been no cross-contamination.

Long live Ontario strawberries!!!

6” Roselle Fraisier

6” Roselle Fraisier

Hello again, softserve!

We don’t know about you, but we’ve been waiting quite impatiently for winter to make it’s exit. It’s hard not to think of sunnier, warmer, and longer days after the brutally windy, icy, snowy and cold we’ve had to endure for the past few months.

Despite all the weird and bone-chilling weather we’ve had, we get the same questions weekly: When is your softserve coming back?? If you’re one of the many who have been asking, you’ll recall that our answer has always been, “As soon as it’s warms up!”

Well my friends, that time is now! We dusted off (by which we mean thoroughly cleaned and sanitized) our trusty Taylor machine last weekend and happily loaded it’s hoppers again with the sweet, milky, smooth, homemade Earl Grey mixture that you’ve all come to love.

Softserve is back, baby!

Our famous Earl Grey Softserve, “Next-levelled” with hand piped lemon cream, white chocolate crispy pearls and a wee Earl Grey shortbread cookie.

Our famous Earl Grey Softserve, “Next-levelled” with hand piped lemon cream, white chocolate crispy pearls and a wee Earl Grey shortbread cookie.

Well, sort of. We’re currently running it only on Fridays, Saturdays & Sundays (aka weekend!) until it basically gets warm enough for shorts again. Bear with us, those days will surely come before we know it.

But in the meantime, you can plan your weekends to make sure you drop by for the softserve flavour that put us on the map. Homemade Earl Grey softserve, made with real milk and tea. No pre-made mixes. EVER.

What is this “Next Level” option you give us??

Enjoy it as is, or please take our word for it, and next level your softserve. For an extra $0.50, we hand pipe in some of our deliciously tart lemon cream, sprinkle on some white chocolate coated crispy pearls (think rice crispies but waaaay better) and finish it off with a wee housemade buttery Earl Grey shortbread.

How do we describe this Roselle softserve eating experience? Imagine alternating spoonfuls of smooth, deeply roasted Earl Grey flavour, intermingled with pockets of bright lemon cream that only enhances the tea flavour. The crispy pearls provide a satisfying crunch and the Earl grey shortbread? That’s up to you. Eat it first, or eat it after you’ve cleaned every last ounce of softserve with our little wooden spoon. Heck, you can even use the little cookie as a spoon!

We’re quite partial to our original Earl Grey softserve flavour, but we do love collaborations and doing things seasonally…keep an eye out on our Instagram (@roselle_to) as we switch things up in the near future…

Thank you!!!

Friends, thank you all for the tremendous outpouring of absolute love. Thank you for taking time to share with us your fierce support of us. Your stories, humour, advice, and all around encouragement came so swiftly and generously. We read every single one comment with deep gratitude. We truly have the best customers.

We are young business owners trying to learn from our experiences.  This experience has taught us that there is a very small group of people with whom you cannot win.  They are not offering any constructive criticism that we can use to improve. They are not looking for a positive outcome.  There is nothing we can do to make them happy. And that's okay. We accept this as a reality of growing and reaching a larger audience.  Yay, we made it!

But online hate is not what we do, nor do we want to direct any more attention to these types of negativity.  Life is too short and too precious.

We have so many exciting projects planned for this year and look forward to sharing it with you  Let’s move forward. We have a business to run and wonderful customers to bake for. Join us in laughing it off

Thank you so much. We can’t say it enough.

So much love, Steph, Bruce & The Roselle Team

Small Businesses VS The Internet

I love being a small business owner.  Opening Roselle with Bruce has been one of the best experiences of my life.  It has brought so many wonderful people into our lives: staff and customers alike.  We are so grateful for all of you.  Thank you.

But for every 100, there is always that 1 inconsiderate person. Maybe the anonymity of the internet empowers them to say things that they would never say in person.  It has allowed them to forget that there are real human beings behind a small business and words written online hurt just as much.  Especially to entrepreneurs who care as deeply as Bruce and I do about Roselle.

Maintaining consistent hours can be tough for a small business.  We work very hard and when we depart for a much-needed break (whether for a weekend or a vacation), there isn’t an army of staff to keep the business running.  Adjusting hours on Google can be a surprisingly difficult process: it’s not instantaneous, requires Google’s approval, and can be glitchy.  It is difficult to make changes across the multiple online platforms that people use to get their info these days, but we do our best.

We received some concerning reviews on Yelp from two people who tried to come into our shop the previous week. We were at the shop baking, cleaning, and getting ready to re-open for the first time in the new year. We weren’t open yet and they came while we were in the middle of an interview and photography session with a local magazine. We regret not being able to chat with them about their frustration (they had stormed off in a huff, upset that we weren’t open) and decided instead to vent their frustration online. You can view excerpts of their review and our response below.

I guess I should maybe just take this coordinated attack with humour and know that we must be doing something right if they are this disappointed that we are closed.  :) But the implication that we are self-absorbed, lazy and engaged in “nefarious” activity couldn’t be farther from the truth.

I just wanted to share this in hopes of starting a constructive discussion about online behaviour.  If this post reminds just a few people to behave a bit more kindly in life and online, it will have been worth it.  Much love.

- Steph, Bruce & the Roselle Team

Hi K & J,

As a small business who takes online reviews seriously (and in this case, personally), we would like to take a minute to respond to your complaints.

"This place is exceptionally irritating in that they never update their hours. I've literally tried to come three times now and they're either closed for vacation. Or taking a three week vacation for a two day holiday"

We close the shop once a year for about 2 weeks so our staff can take a much deserved holiday.  Closing for an extended period of time after Christmas is not unheard of in our industry. December is hands-down our busiest month and after its done, we need a break.

We took great care to post our Holiday Hours on our website (we had a headline on the homepage as well as on the "Find Us" tab), Instagram and Facebook. We also informed Google and Yelp, however, changes are subject to an approval process that is not always as instantaneous as we would like. Additionally, we posted two signs on our storefront. I'm not sure how we could have been more clear but I am happy to hear your suggestions on how to improve.   

"The last time I came (still closed, mind you), the owners were literally just sitting inside taking retro hipster photos of themselves and of course wouldn't serve us."

Your description makes it seem as though we chose not to serve you because we were too busy taking selfies. In reality, we were in the middle of an interview and photoshoot for Foodism Magazine, and as you, yourself stated, we were closed.

"In London, there was a fake restaurant that was able to get to the top spot on TripAdvisor just by taking a bunch of staged photos and writing reviews for themselves. There was no restaurant, and people would call the guy's cell phone to make reservations for a place that didn't exist. I'm pretty sure that's what Roselle is. Or maybe an elaborate front for some sort of nefarious activity. Or one of those new Instagram museums. But there's definitely no evidence it's a functioning business. Don't waste your time.

This is one of the most hurtful things I've ever read about us.

My husband, Bruce, and I started Roselle 4 years ago, and we haven't stopped working since.  That's 4 years of early mornings and late nights, giving our all into everything we do. We started the business with a vision and what little savings we had. Slowly but surely, we grew our business to include 6 staff members whom we provide fair pay, consistent schedules and a respectful, collaborative working environment. Our commitment to quality has never wavered since the first day, and we're always working to improve. We also care a lot about our community and have hosted various charity events that have raised collectively over $9000 for deserving local causes.  We work tirelessly for our business and our community and we take exception to the idea that we are somehow involved in “nefarious activities.”

We understand that it can be frustrating to show up at a business that is closed but please take into consideration that maintaining consistent hours can be tough for a small business.  When we depart for a much-needed break (whether for a weekend or a vacation), there isn’t an army of staff to keep the business running.

I hope you will reconsider your actions the next time you bravely take up your keyboard in the comfort of your own home to attack people who are genuinely trying to do their best.  Constructive criticism is always welcome but leave the cruelty aside.  The (online) world will be a better place for it.

Eat cookies for a cause! Charity Cookie Social 2018


We’re long overdue for a social. Can you believe the last one we did was over a year ago? We had so much fun, bringing together some great talent and being creative.

We’re going bigger with this next Social, having rented out a gorgeous industrial space at the Artisan Factory on Geary. With a bigger space, we invited even more of our chef friends- there will be 19(!!!) pastry chefs participating, which means 19 cookies..per attendee!!

There will also be live music. Light snacks. A few raffles (with generous donations from all our participating chef friends as well as De Mello Coffee, Sloane Tea, Parallel Brothers, Greenhouse Juice Co to name a few) and of course, COOKIES!

Tickets will be available starting Wednesday November 14th. We’ll post the link on our Instagram profile page once it goes live.

And the best part? We’re donating the proceeds to The Toronto Star Santa Claus Fund.

So you can eat, socialize & be merry knowing that you’re contributing to an incredible cause.

We hope to see you there!

Steph & Bruce


One night only.

19 pastry chefs. 19 different cookies.

Live music. Light bites. Raffle prizes. Lots of cookies, did we already mention that?

Monday November 26th, 6pm-9pm

114 Geary Avenue, Toronto


Proceeds going towards The Toronto Star Santa Claus Fund

Tickets available from Wed November 14th on Eventbrite.


We need your help again!

Hi friends,

As a small business owner, we’re always trying to look for ways to improve our business.  We’re still growing and so we always look for contests/competitions/grants and anything that will help us out. Having a business is not a job, it’s a lifestyle. It’s all consuming. Roselle is our baby and everything we do is ultimately for her.

With all of your help, we won the ADP Small Business Grant earlier in the year that helped us tremendously (we invested in a new coffee machine & were able to add in a little patio to expand our seating).

We hope to get your help again. We’re a finalist in the Make it Better Contest by @StickerYou They’re an amazing small business that does quality custom stickers. We can potentially win a business makeover that would include storefront decals and product packaging. We could really use that.  Bruce and I invest a lot of our time and energy into creating the best products we could. It would be really nice if we can get some help on the visual presentation. 

This link will take you directly to our voting page:

The contest is open for 2 weeks from today and we could really use your vote. All you need is an email address and 20 seconds. Please help spread the word and thank you again for your support.


Stephanie & Bruce

#smallbusiness #supportlocal


Summer hours

We will be extending our hours starting June 22nd (this week!) 

Monday: CLOSED
Tuesday: CLOSED

Wed & Thurs: 3pm-10pm

Friday: 3pm- 11pm

Saturday: 11am-6pm & 8pm-11pm

Sunday: 11am-5pm

The Art of Asking!

Hello Friends, 

Over the year, Stephanie and I have been lucky to have such a supportive community to help us grow and realize our dream at Roselle.  

We are in the middle of trying to win the ADP Business grant of $10,000 for our small business. This money will go a long way in helping us reinvest and improve our humble shop. 

It will give us a chance to invest in new equipment. We are hoping to improve our drink menu with an espresso machine and also to upgrade our soft serve ice cream machine in order to meet the growing demand for our soft serve ice cream this summer. Last year, our ice cream was voted one of the best soft serve in the city of Toronto, thanks to you!

Here is how you can help: 

  1. Vote daily! for the entire month of February here:
    You are allowed to vote once per day, so please do this everyday : ) 
  2. How to Vote!  When you click "vote" it will ask you to either sign Facebook or email. It takes 2 seconds! 
  3. Share! Help us find people in your network (friends, or family, even grandma!) who can do the same and share our love of Roselle

Every vote goes a long way. Thank you again for your help and continued support! 

Bruce & Stephanie

Lovely photo by Rosemary

Lovely photo by Rosemary