Today we’d like to introduce you to Julie Keltonic.
Hi Julie, please kick things off for us with an introduction to yourself and your story.
I am Julie Kupelian Keltonic, the owner of Mount Juliet, TN based Sweet Armenia Bakery. As an Armenian American, I am proof of the strength of the people in the small Western Asian country of Armenia.
In 1915, the Ottoman Empire rose up against the Armenians and sought to systematically wipe them out. This genocide resulted in the deaths of 1.5 million Armenians, including many of my relatives (on both sides of my family), having buried their babies on the road during death marches, and being burned or shot in their homes. When Hitler planned out his “Final Solution” he remarked, “Who, after all, speaks today of the annihilation of the Armenians?” [August 22, 1939].
Some Armenians were able to escape and many came to America. We Armenian-Americans from the diaspora are the proud proof that the Turks failed in the attempt to annihilate our people.
In November of 2020, terror struck again. The Azerbaijani people, aided by the Turks, attacked the long-disputed Armenian-occupied region of Artsakh, resulting in 100,000 displaced Armenians. Mothers lost sons. Wifes lost husbands. Babies lost dads and big brothers. Everybody lost their homes. Immediately, my nine-year-old son Conner and I had a “what can we do” meeting. We decided to make a social media post– “BAKLAVA FOR SALE. All proceeds to be donated to Young Life Armenia.” Our people on the ground over there at Young Life Armenia are unbelievable. Though they have close friends and family who have passed on during this time, they have created a “Hope Factory” for the refugees who have moved toward the capital city of Yerevan, where the camp is. In the past year, they have provided practically for refugees (at first, diapers, formula, etc.), as well as more recently, counseling for war widows, mothers who lost their sons in the war, and soldiers (when I say soldiers, they were mostly 20-somethings bravely trying to defend their family’s homes) experiencing PTSD. This summer they hosted over 1,300 young people. We video chat with them monthly to hear updates and prayer needs so that we can support them in whatever way we can.
The Baklava business www.sweetarmenia.com has boomed here in the Nashville area, despite not having a physical location. Every order is preorder and local pick up in Providence, Mount Juliet, TN. I have been floored by people’s support for the cause and love for the baklava. The very sweetest part hasn’t been the cinnamon sugar or the honey, it’s been finding and connecting other Armenian-Americans in the area. We even got a small group together for a Saturday cooking lesson of Armenian food (Lulu Kebabs, pilaf, fascilla, boreg, Baklava) and dinner with one another. Each of us has a defining story of our grandparent or great-grandparent who escaped the genocide. We are, in an instant, family. With that, I’ll leave you with this famous quote from William Saroyan:
“I should like to see any power of the world destroy this race, this small tribe of unimportant people, whose wars have all been fought and lost, whose structures have crumbled, literature is unread, music is unheard, and prayers are no more answered. Go ahead, destroy Armenia. See if you can do it. Send them into the desert without bread or water. Burn their homes and churches. Then see if they will not laugh, sing and pray again. For when two of them meet anywhere in the world, see if they will not create a New Armenia.”
― WILLIAM SAROYAN
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
When I first moved to Nashville from my childhood home in the DC area after college in 2008, I got a job running a cupcake store in downtown Franklin, TN. I learned some of the ins and outs of running a bakery business there. I’m grateful for that time. Still, there has been a lot to figure out. Since I don’t have a storefront, I haven’t been able to buy ingredients wholesale (imagine the giant truck trying to get around my cul-de-sac…). I’ve spent an insane amount of time researching tin sizes and finding the best ingredients locally.
Starting a business during a global pandemic has been both a joy and a challenge. Needing to go bake while sometimes juggling overseeing virtual school (to say nothing of my awesome and ever active two-year-old) has been, well, a juggling act. I am grateful now more than ever for the amazing Wilson County teachers we have (and all teachers–thank you, don’t leave us), and for the support my parents have given, keeping my daughter Finley occasionally so I can continue with this.
Beyond that though, honestly, I have been floored by how easily it’s been well received. I think I’ve found something unique to offer. This baklava is fresh, handmade, authentic, passed down, old country baklava. I hear so many stories of people thrilled to have found Sweet Armenia Bakery, with baklava stories of their own. Most involve nostalgia from places people moved from that had amazing baklava. Good baklava always makes a happy memory! I am most grateful for those who are joining with me to support Young Life Armenia. Some people have even paid above the price as a donation to be made to Young Life in Armenia. It warms my heart every time, knowing that I am not alone in wanting to bring healing to the world. If I’ve learned something from this, it’s that we gain our lives when we give them away. Look around, find something that breaks your heart, and give your life away in that direction. You’ll be surprised to find it.
As you know, we’re big fans of Sweet Armenia Bakery. For our readers who might not be as familiar what can you tell them about the brand?
Sweet Armenia Bakery offers the Nashville area community freshly baked authentic baklava. Our “baklava family,” as we call them, orders online a day or two before desired pick-up time (reach out with more lead time if it’s a large event order), and then picks up from our base in Mount Juliet, TN. This small local baklava business exists to support Young Life Armenia and the 100,000 displaced Armenians after the recent attacks on Artsakh. Armenian/Greek Owner, Julie Keltonic is proud to offer her award-winning baklava from a recipe and technique that has been passed down for generations.
With real, whole ingredients, Sweet Armenia baklava is protein-packed and sealed with honey, which acts as an anti-inflammatory and natural preservative. It can be made DAIRY FREE upon request, using plant butter. Sweet Armenia baklava is known for being incredibly fresh (crispy, never soggy), authentic, and delicious. Find it by the piece at Greko Greek Street Food in East Nashville, Caliber Coffee Co. in Donelson, Red Bicycle Coffee at the Germantown, Woodbine, and Mount Juliet locations, or order on the Hot Poppy Go app to get it delivered right to your door.
At www.sweetarmenia.com (How awesome is the website my husband designed and built for me??) local Nashville area friends can order baklava by the half tray or full tray. One-half tray is $25, a full tray is $40, and two trays are $75. Greko Greek Street Food manager Jason says, “Our customers rave about Sweet Armenia Bakery’s authentic baklava.” I am thrilled to be a part of Nashville’s growing food scene and give our community a chance to do some good while shopping locally. It’s also afforded me a chance to get to know some of the other small businesses in my area. There is a camaraderie there, especially among women small business owners that I have been delighted to find.
A portion of every sale goes to support Young Life Armenia. To give directly, visit the “mission” section of our website and click “donate”, https://sweetarmenia.com/mission/
We personally know the people on the ground over there and have seen the change our donations are making in the lives of so many people who are rebuilding and healing. If you do donate, please reach out to hello@sweetarmenia.com and let Julie know! Thank you! https://sweetarmenia.com/mission/
Do you have any memories from childhood that you can share with us?
I was 10 years old, walking at dusk on the cobblestone streets of the Washington Street Mall in Cape May, NJ with my Poppie, my cute Armenian grandpa–you know the kind, joyful and old, complete with dimples, wrinkles, and soft ear lobes. We were coming up on The Original Fudge Kitchen on our right. A college-aged girl stood outside the Fudge shop holding out a plate of samples. With a twinkle in his eye, he leaned down to me and whispered, “We’d better try them out to make sure they are okay for everyone else.” And then he chuckled to himself as we freed two samples of chocolate fudge from her plate. I guess it’s true, and kind of a thread in my life, baked goods have the power to pause time, creating little happy moments where we are together and everything is the way it should be, even for a moment. I hope to bring that to the world. By the way, Poppie spent his brilliant career as a baker at one of Philadelphia, PA’s most loved bakeries. I guess the baklava recipe wasn’t the only thing passed down.
Pricing:
- 1 half tray (17 diamond pc) $25
- 1 Full tray (35 diamond pc) $40
- 2 Trays (70 diamond pc) $75
- Inquire about large orders via “contact” on website.
- Large triangles for sale by the piece at restaurants around Nashville, prices vary by restaurant.
Contact Info:
- Email: hello@sweetarmenia.com
- Website: www.SweetArmenia.com
- Instagram: https://www.instagram.com/sweetarmeniabakery/
- Facebook: https://www.facebook.com/sweetarmeniabakery
- Other: https://sweetarmenia.com/mission/
Image Credits
Anna Roberson
Julie Keltonic
