Village People: Sweet Vanilla
Sweet Vanilla recently made its home in the Village, evolving from a simple farmers’ market stall into a beloved bakery that combines French elegance with the flavours of Madagascar.
We sat down with Romy Lai, the woman behind it all, to hear how she turned her passion for baking into a thriving business, the cultural influences behind her delicious creations, and what’s next for her growing shop at the AREA 506 Container Village.
Q: What’s your favourite colour?
A: I’ve got a few! Pink, red, gold, and royal blue are all my favourites — I can never pick just one.
Q: Where did you get the idea for your business?
A: The idea came from friends who kept encouraging me after they tried the food I made for my kids’ birthday parties. When I was ready for a career change, I decided to go for it and started a food stall at local farmers’ markets in 2019, like Kingston Farmers Market and Queen Square. I was even part of the very first Saint John Night Market. My goal was to share a piece of my culture through food — I’m originally from Madagascar, which has a strong French influence. My husband and I also lived in France for 10 years before moving to Saint John, so blending both cultures in my cooking just felt natural.
Q: How did you come up with the name of your business?
A: Vanilla is a treasure in my hometown, Antalaha, in the Sava region of Madagascar. Most people there earn a living from producing it. I wanted the name to remind me of my roots since I left home when I was 18. My dad worked in the vanilla fields, and I grew up watching him boil and dry the beans until they were ready to sell. I also use a lot of vanilla in my baking, so it just felt right — vanilla has always been a big part of my story.
Q: Did you have a different job before you opened your business? What did you do?
A: Yes, before moving to Saint John, I was the decoration department manager at a DIY retail store in Paris. I studied management and marketing at an international business school, where I earned my degree. In 2015, my husband and I decided to move to Saint John while we were expecting our first child, thinking it would be a healthier and more welcoming place to raise a family. Since settling here, I’ve worked in the non-profit sector, helping newcomers adjust to the area and promoting multiculturalism and diversity. I’ve held different roles, from bilingual settlement agent to financial executive administrator.
Q: Is your Container Village location your brick-and-mortar shop?
A: Yes, it is. We started out as a registered business at public markets like Kingston Farmers Market, Queen Square Farmers Market, Uptown City Market, and Saint John Night Market, along with special events like Moonlight Bazaar and Culturefest. Over time, we’ve built up a loyal following from the markets, and even corporate clients have started reaching out for our pastries and finger foods. I’d been wanting to open a brick-and-mortar shop for a few years, and when a spot became available at the container village, I knew it was the perfect time to take that step.
Q: Why did you want to set up shop at AREA 506?
A: Our goal here is to give our regular farmers market customers a chance to enjoy their favourite weekend treats almost every day at the container village. We feel that being part of the Village fits perfectly with our brand and helps us gain more visibility in uptown Saint John, especially with other local businesses. With the recent waterfront development, we’re excited to see the area become even more vibrant and attract more locals.
Q: When you were a kid, what did you want to be when you grew up?
A: I grew up in a country where things like electricity and clean water were luxuries, and I spent my childhood making the most of very little. What I dreamed of most was having a nice home one day where I wouldn’t have to worry about those basic necessities. I didn’t have a clear picture of what I wanted to be, but I always knew I wanted a better life.
Q: Knowing what you know now, is there anything you would have done differently when you were first starting out?
A: Honestly, not really. I’ve grown my business step-by-step with the support of my family, and that pace has worked for me. I’m a self-taught baker and a quick learner, but I’ve always believed in taking things one step at a time. It’s allowed me to grow steadily without getting overwhelmed.
Q: What do you consider your biggest success?
A: I’d say my biggest success is mastering French macarons. After living in Paris for 10 years and tasting the famous macarons from La Durée and Pierre Hermé, I was determined to get them right. It wasn’t easy — I had plenty of kitchen disasters along the way (thanks to Covid lockdown for giving me the time to practice!), but now, I’ve perfected them and offer more than 14 flavours, all made-from-scratch. I’m especially proud that we can customize them with corporate logos, messages, and more.
Q: What’s next?
A: Hey, corporate businesses! We can now customize our macarons with your logo, making them the perfect treat for events or client gifts!
We’re excited to continue bringing authentic French pastries, desserts, and unique Malagasy flavours to the region. We love being part of the AREA 506 Container Village, and are always coming up with new treats to keep things exciting. There’s definitely more deliciousness coming your way!
If you’re an entrepreneur with a business idea that you think would be a great fit in the Waterfront Container Village, and you’re interested in hearing more about available opportunities, drop us a line — we’d love to hear from you!