From across the boulevard, the shop, with its white and light blue tones, looks more like a beauty salon. But as soon as you step through the glass door, that impression vanishes, and you find yourself in a charming boutique. The white walls certainly highlight the delicately crafted blue of the ceiling. But what truly catches the eye are the large glass domes protecting dozens of pastries. It's the perfect opportunity to leave behind the winter chill and the freezing temperatures outside and be transported to a world of sweetness, indulgence, and sun-drenched flavors. You're at Masmoudi. This Tunisian family business set out to conquer the world of gourmets just a few years ago, but already has six shops in France, including two in Paris: on Boulevard Sébastopol and Boulevard Saint-Germain. As is often the case, it all started with a series of fortunate events. In the 1960s, Moufida Masmoudi left Sfax to spend a few months with her aunt, a pastry chef for the Bey of Tunis. There, she learned the secrets of pastry making, and the student quickly surpassed the teacher. Upon returning to Sfax, she began making her delicious specialties to order for special occasions. Word of mouth spread rapidly, and she soon had to hire staff to help meet the demand. Committed to using only the finest ingredients for her pastries, she established a network of exclusive suppliers, often purchasing their produce directly from the tree, as was the case with almonds. Maison Masmoudi expanded quickly in Tunisia, opening numerous boutiques. It wasn't until the late 2000s that the company established itself in France, with its first location in Lyon. Today, there are six boutiques in France, as well as pastry shops in Russia, Germany, and soon in Dubai and Saudi Arabia. "Our goal is to have around twenty locations in France by 2015," confides Slim Mellouli, Sales Manager for France. A meteoric rise that owes everything to the talent of Moufida Masmoudi and her delicate pastries. I confess that I'm not a big fan of overly sweet cakes, dripping with sugar, honey, and other almond paste. But here, I would have happily tasted everything! Everything is absolutely delicious... And the pleasure begins with the eyes: how can you resist these miniature flowers of soft nougat, delicately wrapped around tiny pistachio paste bases? You almost feel guilty about taking a bite... But don't be fooled: even the cakes that appear less elaborate are just as subtle. Take the "Lemon Tajine," for example, which combines almond and candied lemon peel. An explosion of flavors that, without canceling each other out, instead arrive in successive waves on the palate for total pleasure. If you'd like to quench your thirst, don't hesitate to stop by the tea room. You'll certainly be able to enjoy one of the best mint teas in Paris, a subtle Turkish coffee with cardamom, or even an almond lemonade. Pure bliss! And since you probably won't have time to try everything there, why not take home a box of chocolates? A more original dessert to bring to dinner than the ubiquitous macarons, which aren't always up to par... And for those who can't stand sugar, you'll be saved by the "light" range, specially designed for you. So, who can resist? Published on February 9, 2012 by Béatrice Delamotte
