Nutella twists, quiche and Bill’s Pop Tarts: The regulars and family recipes behind Brûlée Bakery

Ask Brûlée Bakery about its favorite customers, and the answer reads like a menu.

Beckett and her Nutella twists. Teddy and the quiche. Mark and his cinnamon rolls. Freddy and his coffee and Italian bread. Marcel and her sticky buns. Bill and the Pop Tarts.

Those are the regulars the bakery named, first names only, when Hub City UnCovered asked for a favorite customer story.

“We’ve been so fortunate to have so many great memories and favorite customers who’ve become regulars,” the bakery wrote in its responses to Hub City UnCovered. “We have so many amazing supporters and can’t thank them enough.”

Brûlée Bakery sits at 2605 Boston Ave. in Tech Terrace. The bakery says it started four years ago. Its website says it was established in 2022, and Texas Comptroller records show Brûlée Bakery LLC was formed July 1, 2022. Bea Ferrel is the owner, and Faith Chaisouang is the manager.

A recipe box that goes back generations

The regulars may come for their usual order, but the recipes behind it are older than the shop.

“We are a long line of bakers with it falling back generations and have immense passion for the industry,” the bakery wrote.

According to the bakery’s website, Ferrel is named after her grandmother Beatriz, who owned her own bakery in California, where Ferrel was born and raised. The site says Ferrel has a lifetime of baking experience, 18 years of it professional.

A 2022 Lubbock Economic Development Alliance feature, published as sponsored content on Texas Monthly’s website, described Brûlée as a tribute to Ferrel’s family. It said each item in the shop has a story, from her grandfather’s lemon bars to shortbread cookies shaped like Texas and California.

“For me, growing up my grandmother was big on food and bringing the family together. The things we made connected us,” Ferrel said in that feature. “As we get older, our elders are no longer with us, but what we do have of them is the recipes and the memories they hold.”

The family recipes are still the foundation, but they aren’t the whole story now.

“It started with core family recipes and has grown into a whole new era with a little bit of our staff’s recipes and ideas,” the bakery wrote.

From Orange County to Boston Avenue

The 2022 feature said Ferrel and her husband moved to Lubbock from Orange County, California, in pursuit of new opportunities, intending to head home after two years. They stayed and put down roots instead.

When Lonestar 99.5 wrote about the new bakery in September 2022, Ferrel said, “Our hopes are to just make someone’s day just a little better one sweet bite at a time.”

In a February 2026 episode of the Hey Neighbor: Tech Terrace Talks podcast, Ferrel talked about nearing four years in business, growing the shop to a 10-person team and adding a full coffee bar in partnership with Monomyth after customers asked for one.

The people behind the counter, and the partners around town

Asked what it’s proudest of, the bakery pointed to people.

“Proud of the community and partnerships we’ve been able to create through our food,” it wrote. “Proud to have such amazing staff who have helped shape Brûlée into what it is today.”

Its shout-outs went to the same people: “Huge shoutout to every single staff member Brûlée is possible because of you.”

Brûlée offers a wide variety of gluten-free items, and it also sells its baked goods wholesale. “We love a good local Partnership,” the bakery wrote. Its website notes that the bakery is listed on the Find Me Gluten Free app.

You don’t have to go to Boston Avenue for a pastry. The bakery’s website says you can also find its pastries at Monomyth Coffee Co., 2024 Broadway St. In its written responses, the bakery also thanked both Gold Stripe Coffee locations, Little Beans Coffee and TasteBuds among its local partners.

Thanksgiving now, gingerbread in December

The bakery’s Thanksgiving menu is out, and it’s taking orders. A Christmas menu is being finalized, and gingerbread cookies will be available all December.

“We are always working on something new and hearing what our customers are looking for,” the bakery wrote.

One tip for first-timers: Saturday hours run 7 a.m. to noon or until the bakery sells out, whichever comes first.

Asked what it would like Lubbock to know, the bakery kept it simple.

“Just that we are so thankful for being welcomed by everyone and love sharing a little part of family history with you.”

Know before you go