It seems quiet is the new loud - everyone is opting for simple living, hunting out things that are without the hype. And I can't think of a better place to define that than Sugardough in Hove. Sugardough have never hunted out the hype, they are simply not interested - they don't even have a website. What they are interested in is keeping traditions alive and baking well. No, not well - that's a disservice to the heart and soul they drive into their business - exceptionally. Word of mouth brings people here.
Originally started by owner Kane, in a premises a stones throw from the current site on Hove seafront (just near the Kind Alfred), Sugardough is a down to earth bakery come cafe come coffee shop come cakery. You may have driven past it a hundred times and it never caught your eye - it blends into it's location. There are no faddy designs or branding. But inside is a hive of activity. The milkman comes and shares a joke with Kane, a girl approaches you and tells you she lives above and could you tell the guy with the blue jacket coming in in a minute she'll be back in five?, a regular comes and takes a seat and with a single nod his usual coffee is served, a woman taps away at a laptop while clear savouring very single morsel of the baked joy in front of her. And among all this is Kane and his small team of staff hurry about kneading, rolling, filling pies, stacking tray after tray into the ovens. From 7.45am to around 2pm baking is going on around the tables in Sugardough so you can see exactly how your food was made.
Cakes, beautiful plump sourdough loaves, biscuits, yo-yo's, sausage rolls, pies, croissants, quiches, tarts, pastries. If it's baked, it's here. And it's all made on the premises. Talking to Kane, it's impossible not to be excited by his attitude to baking. He isn't interested in social media or marketing ploys, he just wants to bring the baking joy from his hometown of Melbourne, where he worked in various top end restaurants and bakeries. The flour is sourced from a small mill in Chichester to ensure everything is super fresh and unique to them.
Though they try and keep with seasonal flavours, what you see is what you get, what's available alternates daily and it just adds to the magic of this absolute gem of Brighton & Hove. On top of everything else, the staff are just a breath of fresh air.
You're missing out if you don't experience Sugardough - though it's open until about 5 I recommend going earlier on in the day to check out the bake. Find them at 5 Victoria Terrace, BN3 2WB - well worth the walk along the seafront from Brighton.
I took these images in December so do please excuse the festive vibe to them. Do come back and let me know if you go and check it out!
Formally Emma Gutteridge