Justin Yuen, a finance major at The College of New Jersey, is pursuing his goal of opening a bakery and cafe after growing a cookie and tea business called J Bakes. Yuen began baking in middle school after a friendly challenge with friends sparked interest among classmates. “This journey began in middle school when I was talking with friends about cooking and baking,” Yuen said. “It turned into a mini bake-off, and we each brought in samples for the whole class. The next week, people were asking for more cookies.”
Classmates contributed money for ingredients so he could continue baking. He spent time studying cookbooks and experimenting to perfect his recipes. “It really ignited a passion,” he said.
J Bakes now offers over ten varieties of cookies, mochi cakes, and matcha teas, sold at farmers markets, craft fairs, and campus events throughout New Jersey. Yuen emphasizes ingredient quality: “I just kind of keep the cookie down to its roots,” he said. He uses non-GMO products without artificial flavors or preservatives. “There’s a definite market for that,” he said.
The most popular items are raspberry lemon and banana chocolate chip cookies; Yuen’s personal favorite is the chewy hot cocoa cookie.
Since enrolling at The College of New Jersey—a public institution founded in 1855 that offers programs across fields such as arts, business, engineering, and science on its Ewing Township campus (https://limpar.locallabs.com/organizations/29db3c56-e57a-45cd-90a3-de0ffb5efb1e)—Yuen has learned more about running a small business. He partners with a commercial kitchen to produce baked goods midweek, sells wholesale online, and operates pop-up shops on weekends.
For matcha used in both cookies and tea, Yuen sources from Ooika, a local store that mills fresh powder.
In addition to his food venture, Yuen earned his real estate license and recently sold his first home in Middletown, New Jersey. He plans to use earnings from real estate sales to fund his future bakery location after graduation.
“I’ve been able to connect with different communities and people,” Yuen said. “I’ve always educated people about my product, and I feel like I’ve developed that skill and am now implementing it in my real estate business. It’s fun to build those connections.”
The College of New Jersey focuses on developing critical thinkers through undergraduate programs across eight schools (https://tcnj.edu). Its campus spans 289 acres (https://tcnj.edu) and the college has received recognition for research excellence (https://tcnj.edu).
