She fills the pastry case with Mexican “conchas,” a sweet yeast roll topped with a sugar shell, as she takes the next person’s order, while handing the last customer his cappuccino. Located on Broadway in between 162^nd and 163^rd street, Sweet Life Pastry Shop is at its peak rush hour, with a constant stream of customers creating a never-ending line at the small shop.

This family-run bakery led by Ignacia Hernandez offers more than just pastries. Inside, there are signs advertising their authentic Mexican food, espresso lattes and even green juices for the health conscious customer. The main display case shows a wide array of sweets; from cake slices, to breakfast scones, to the famous “flan,” the ever so popular custard treat in the Washington Heights area. Many menu items are completely customizable, and Ignacia and the Hernandez family pride themselves in offering such a wide variety. While her husband runs the meal kitchen, her sister is baking cakes, her daughter runs the counter, and her husband’s uncle delivers the latest online order that was just completed.

Behind the counter, Ignacia offers free samples of her “pastry of the day.” Customers gladly accept a treat along with their coffee, as Ignacia beams with pride and asks them what they think about the pastry. Her personalized approach to customer service sets this pastry shop apart from the competition in the area. “We pride ourselves in using the freshest ingredients, and it makes me happy to give someone a treat and hear what they think. This improves my baking.” Having worked in the bakery business for years before starting Sweet Life Pastry Shop, Ignacia transitioned from working for someone else, to achieving her American Dream and owning a business.

Sweet Life Pastry Shop has quickly become the bakery hub for the gentrified demographic in Washington Heights. As opposed to the Dominican bakery which caters to the Caribbean population down the block and the Dunkin’ Donuts on the other end of the street, those who enter the bakery walk out with an espresso latte for a fraction of the price. Currently, the drinks at Sweet Life Pastry are about 1/3 the price for a latte at the local chain coffee shop, charging $1.75 for a Mocha latte as opposed to the $5 price tag at the local Starbucks.

Ignacia notes that the neighborhood’s changing demographics have greatly influenced the customers that currently eat at her bakery. “We have to keep the prices low for this area because we are small…right now we do well selling our pastries and Mexican food- we find that the Americans buy more food, and the Hispanics more cake.”

According to the District 12 census of 2010, there has been an increase in the white non-Hispanic population by 18.4 percent. As a result of this, incomes have increased from about $30,00 to $47,838. Ignacia says this has influenced her clientele, and the bakery has adjusted by offering different services such as online ordering for deliveries, free wireless internet access on their premises, and a greater array of pastries in order to appeal to the newer markets and survive in the area.

Meanwhile, Jose Rodriguez- owner of Estrellita Bakery located on 161^st and Broadway faces a different challenge. Although he caters to the Dominican population of Washington Heights and has remained a “niche” pastry shop in the neighborhood, Washington Heights is changing rapidly with an influx of more ethnicities in the neighborhood. “Dominican pastries have kept this business running very well for many years. We are lucky that there is still a strong Caribbean population here, but things are very different now, and we’re hoping our traditional pastries are enough to thrive in this area.”

Many new and established businesses are now forced to diversify their business to adapt and cater to a greater number of customers. Ignacia recounts a specific instance where this was evident: “I had a customer come in and not want to pay taxes on her food because the other bakeries in this area don’t charge it. I don’t think customers understand that these taxes are not for me; they are to pay the government. It took us about a year to make ends meet, and now we are seeing positive changes and can only hope that continues.” In a neighborhood where new businesses face tough competition and hundreds of businesses close each year, Sweet Life Pastry Shop has held their own.

Sweet Life Pastry Shop is a new business trying to find its target demographic and consumer. They are trying to cater to any need a customer may have, and this strategy is successfully placing them on the map as a leading bakery in Washington Heights. Their online reviews rave about the customer service and family oriented environment. In an area full of bakeries- both local and chain- Ignacia takes the time to greet and get to know every person that enters her bakery. She talks about a certain customer that always leads to free pastries: “little children steal my heart, I have a boy who comes here and I have to give him a free muffin, I try and make everyone’s experience memorable so that they will want to come back.” With the increase in customers in the past year, one thing for Sweet Life Pastry Shop is for sure- they’re certainly on their way to becoming a local favorite in Washington Heights.