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Check Out Pascal Auburtin’s Story

Today we’d like to introduce you to Pascal Auburtin. 

Hi Pascal, so excited to have you with us today. What can you tell us about your story?
My wife Michèle and I have been part of the Huntsville community for over 17 years now. She has a passion for French cuisine and in particular French pastries. She had been working also for Madison City school district as a substitute teacher for many years. Loving cars, I used to work in the automotive industry where I spent most of my career. I am passionate about tennis and also love French food and French pastries. 

Looking at doing something else, we looked at how to be able to bring this passion for French pastries to our growing community. 

That’s when we met Rosalie Guillem and her daughter Audrey, the founders of the Le Macaron French Pastries franchise. It was an immediate match: our macarons, pastries, and gelato are the real deal and exactly what we were looking for. 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
We opened on January 1st, 2020: it was an immediate success. Most rewarding and fun: all the people we met and talked to! 

It was amazing to see how many people from Huntsville Madison had been to Europe, loved European food and French pastries, and were so happy to find these in our little place! 

We even had a couple who had done their honeymoon in Paris and decided to celebrate their anniversary in our store! 

We discovered people originally from France – or other European countries – who we had no clue lived nearby us! or people for had lived in France or in Europe and wanted an opportunity to get the treats they used to have locally and could not get here at the time, 

We made many new friends along the way! 

Regarding struggles…… Covid struck 3 months after we had opened! 

Thanks – so what else should our readers know about your work and what you’re currently focused on?
For many years, I belonged to the corporate world and was helping international manufacturers set up operations in the USA, Mexico, or South America. I am very proud to have run the operations of EFI automotive from 2004 till 2018, 

I am also very proud to have been chosen to serve as vice-president of AAMA – Alabama Automotive Manufacturer Association – for a few years till 2018. Thank you, Ron! 

Do you have any advice for those just starting out?
I think that you have to love your products and your customers. In our case, we do not offer anything that doesn’t pass the test of our palates. Either it is the best or among the best, or we don’t sell it. Also, your employees are everything, and in particular the face of your business: only hire the best, and work with them like you would want someone to work with you. 

Last, make sure to have a system for your back office, and don’t underestimate how much time it will take. 

I wish I had known so many more things prior to starting out. For sure! Some are more important than others. 

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