FULL CIRCLE

FULL CIRCLE

Long before IZOLA could meet the minimums required to purchase our French Beurre d’Isigny butter through a distributor, I would drive all the way to North County and clear out the shelves at Jimbo’s.

They were the only local store carrying butter of that quality, and we needed every pound we could get to keep laminating croissants.

We didn't choose Beurre d’Isigny because it sounded fancy or because it was French. We chose it the way we make most decisions at IZOLA: by testing.

We made 17 separate batches of croissants using 17 different butters. No small feat for Jenny and me to hand laminate 17 batches of croissants together! There may have been some tears shed as we pushed our way through the long nights...

Everything else stayed the same: the formula, the timing, the temperature, the bake. With the help of our son Sacha and my mom Twila, we blind tasted them all.

Beurre d’Isigny was the clear winner.

That butter test has become a kind of shorthand for how we approach our work. We test, compare, adjust, and test again. We try to remove guesswork wherever we can. Whether it's butter, fermentation, shaping, bake time, service, or systems, we want to understand what actually makes the result better.

So it felt genuinely full circle to sit in a room six years later and hear Jimbo Someck, the founder of Jimbo’s, speak about building a company with integrity.

He was laugh-out-loud funny, candid, smart, and as they say, the kind of guy you'd want to have a beer with. But what I will remember most is how he made me feel.

I flat-out did not want to go to the event that day. I was focused on the hard week I was having and the fears overtaking my mind and attention: how we’re going to build IZOLA Main, how we’ll open our second location, how to make sure my relationships don’t suffer along the way. You name it, it was running through my mind.

But I had made a commitment, so I went.

Jimbo was exactly what I needed that night. Without pretending the work was easy, he reminded me that the challenges, mistakes, and uncertainty are part of building something meaningful — and that the way we navigate them matters just as much as where we ultimately arrive.

You are going to make mistakes. Be accountable, make it better, and move forward.

Hire for personality and character, because skills can be taught.

And build in a way that allows you to remain proud not only of where you arrived, but of how you got there.

Jimbo spoke about treating people well, creating outcomes where everyone can win, and trusting that when a company lives its values and consistently does the right thing, profit follows.

His words pierced straight through me. I felt less alone. I felt a little less crazy for striving to do what we're trying to do.

We heard Jimbo speak while attending the 2026 San Diego Business Impact Awards, where IZOLA was recognized as one of San Diego's fastest growing companies making an impact on our local economy.

Together, this year’s honorees employ more than 13,000 people, added more than 1,500 net new jobs between 2024 and 2025, and contributed more than $6 billion to the regional economy.

We never could have foreshadowed this when we began lowering baskets of croissants from our loft window. At the time, we were simply trying to connect with our neighbors. We could not yet see the careers that would be built, the people who would grow into leaders, or the opportunity we might one day have to make a meaningful impact on the community we call home.

To now be recognized for that impact is enormously humbling.

We left the evening proud, but even more than that, inspired. Inspired by the companies building thoughtfully across San Diego. Inspired by Jimbo’s reminder that values and growth do not have to exist in opposition. And inspired by the responsibility that comes with becoming something larger than we first imagined.

We are deeply grateful to our team, our guests, and everyone who has helped transform an improbable little bakery into a company with the opportunity to contribute meaningfully to the future of our home.

PRE-ORDER NOW

OPEN EVERY DAY 7a–2p

In a rush? Just give us a call at 619-289-8358 when you arrive and we'll bring your order out to ya - we call it IZOLA Drive By.

---

JOIN OUR TEAM

One of the ideas Jimbo shared that has stayed with us is that you hire for character and teach the skills.

We couldn't agree more.

We're currently looking for someone to join our Production Team. The role begins with prep and production support, with opportunities to cross-train into croissant production over time.

This isn't the right fit for everyone. We move with urgency, hold ourselves to high standards, and are constantly looking for better ways to do things. You'll be challenged, pushed to grow, and trusted to work independently. We're looking for someone who enjoys systems and process, works efficiently without cutting corners, and takes pride in doing the little things well.

Most importantly, we're looking for someone who enjoys being part of a team that cares deeply about the work and about one another.

If that sounds like you — or someone you know — we'd love to hear from you.

VIEW OPEN POSITIONS

---

SATURDAY LIVE MUSIC 

Every Saturday, we host live music at the bakeshop. Come on by to see how talented our local San Diego musicians are! Follow us on Instagram to see the lineup each week.

ROBERT CHAN

10-11a

Based in San Diego and inspired by personal life experiences, singer-songwriter Robert Chan writes music that focuses on storytelling. With just three years of experience, he's recently created a new album about a magical love story called "I Promise Cafe."

JOSIAH IMPERIAL

11a-12p

Josiah began playing saxophone at the age of 9. Over the last 15 years he has continued to craft his skills. Come watch Josiah showcase his talent!

SOPHIE LONDON

12-1p

Sophie London is an emerging artist bridging indie folk and pop rock. A native of the Boston suburb of Needham, Sophie was drawn to music as a child. Picking up the guitar at the age of 11, she soon began to write her own songs. Today she resides in San Diego, where she continues to craft music that captures the human experience – connection in all its various forms, with the hope to find the moments that resonate deeply with her audience. Her debut album, Mindreader, quickly gained local acclaim, earning a nomination for Best Pop Album at the San Diego Music Awards.