Fresh New Twist on Familiar French Bakery – Baguette Magic under new ownership

JAMES ISLAND, SC, December 2019 — Baguette Magic, the well-known French Bakery on Folly Road, has recently changed owners. 

Opened eight years ago, the familiar establishment had been listed for sale for quite some time, with the likelihood of completely closing by year-end becoming a very real possibility. Just a month ago, local sisters Paula and Sam Kramer, made the leap to keep the ‘magic’ alive. 

“I recognized the love so many had for the baked goods, realized the potential for the space, and respected the unique business they had built, which got me really excited about the concept’s potential to be a staple in the community and offer so much more than just baked goods,” says Paula, who has most recently worked in digital marketing for Charleston area restaurants. 

Her sister and head chef, Sam, is the founder of the Matzo & Masa pop-up and has worked in Charleston restaurants for the last 4 years. While all of the previous baked goods are still available, in addition to new rotating seasonal items, the menu has been updated to include a more seasonal range of items. Patrons can still find staples like the Brioche French Toast, Recovery, and Brie-covery Baguette sandwiches. “We have so much love and respect for the baked goods and want to create a menu that showcases that along with a growing variety of fresh, local ingredients like Storey Farms eggs,” says Sam.

Additionally, the sisters are excited to introduce even more opportunities for their guests. Recently partnering with Second State, the bakery will soon boast a full coffee program. Customers are also now able to order their favorite specialty breads through online ordering. In the new year, they plan to offer, private dining experiences, catering, cooking and baking classes headed up by Julian Abarca formerly of One Broad and Coda Del Pesce.

Until then, holiday offerings include Christmas Dinner to-go from Abarca, now available through their online store. Breakfast with Santa from 10 am-12 pm December 14th and Kids Cookie Decorating classes. 

“We recognize that change is difficult and much will be missed about the former Baguette Magic. We hope our patrons will recognize our strong desire to keep the bakery business alive and will continue to show their support.”