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Biographies

The Cookie Man
& the Cake Lady.

Meet James and Denica Freitas: partners in life, love, and an ever-evolving, deliciously developing restaurant and bakery.

James and Denica Freitas
Portrait of Denica FreitasThe Cake Lady
Co-founder · Pastry

Denica Freitas

From the time she was a little girl, she dreamed of having a pastry shop. She became the official baker of the family, and passionately read every cookbook and food magazine she could find.

She is a first-generation daughter of immigrants from Spain, and credits her mother for her cooking and baking talents and both of her parents for her business acumen and work ethic.

Her parents were self-made entrepreneurs. Her mother owned and operated a Bay Area bridal shop, Brides ’n Belles, for 30 years. Denica worked alongside her for 10 years, learning the nuances of customer service, employee management and running a successful business. Her father owned and operated a successful communications company, where she rounded out her skills in accounting and business management.

At 25, Denica started taking weekend pastry classes at the California Culinary Academy in San Francisco, and was offered an apprenticeship with one of the chefs, an alumnus of the Ritz-Carlton. In 1994 she launched Cakes by Denica, an exclusive special-order business creating elaborate, gourmet wedding and celebration cakes that were in demand from San Francisco to San Jose, Livermore to Napa.

In 1999 she joined forces with James Freitas — the visionary, the drive and the love of her life. They merged Cakes by Denica and Cookie Express, moved the creation to Dublin, and in July 2000 opened Denica’s Pastry Café.

Find out more at DenicaFreitas.com →
Portrait of James FreitasThe Cookie Man
Co-founder · Kitchen

James Freitas

James owned and operated a very successful cookie and coffee store, Cookie Express, in Castro Valley for 12 years — featuring the same famous cookies Denica’s is known for today, shipped nationwide.

A self-taught chef, he dreamed of owning his own restaurant. He started in the business at 15 as a busboy and gained invaluable experience at fine restaurants from Lake Tahoe to Maui, bringing with him what it takes to build a restaurant from the ground up (no easy feat).

In 2000, James and Denica joined their efforts and, with the support of their families, opened the original Denica’s Pastry Café. The business grew, and opportunity knocked in 2005 when the space next door became available — they took over the building and added Denica’s Taco Lounge. In November 2006 they added breakfast, with a menu true to their philosophy: great food, great quality.

Together they have five wonderful children and twin grandchildren, and between them and the business, lead a very busy life.

Dream it. Think it. Do it. Repeat.
From our first newsletter · 2007

The real story of James and Denica…

The Cookie Man and the Cake Lady — a sweet tale with a happy ending.

Well here we are, our first issue! We are devoting this issue to telling you about us — who we are, where we have been, where we are going. I am Denica; most of you know me, and if you don’t, you certainly know my husband, James. We are partners in life, love, and in this creation of ours, an ever-evolving and deliciously developing restaurant and bakery.

My love of baking began as a youngster when I graduated from the Easy-Bake Oven to making up my own recipes for oatmeal raisin cookies. Being shy, with a love of reading and baking, I began collecting cookbooks and cooking magazines. I would read them cover to cover and dream of the yummy, pretty things I would have in my bakery.

As I reached adulthood, I realized the power of my talent and decided to pursue my dream. I attended the Pastry Program at the California Culinary Academy in San Francisco, and went on to open a successful specialty cake business, “Cakes by Denica.” Though I was doing what I loved, I was lonely in my little kitchen, making beautiful elaborate cakes for couples in love.

Along came James. He owned and operated the unique “Cookie Express” in Castro Valley, and was known for his Aloha attire, positive attitude and quest for adventure. His friends and clientele called him the Cookie Man. He was at the cutting edge of the coffee boom, before Starbucks, and shipped the very same delicious cookies we have now nationwide.

We met and fell in love… we were full of ideas and optimism. In 2000, the “Cookie Man” and the “Cake Lady” decided to put our dreams on the same path. We opened the Pastry Café, serving pastries, coffee, and a small menu of 5 sandwiches and 3 salads. In 2005 we expanded into the adjacent spot and created the Taco Lounge, and in 2006 we expanded again to offer a full breakfast menu. Together with our five children, we have put our hearts, brains and love into this business we call ours. We are both realizing our dreams of owning a restaurant and bakery, with love as the glue that helps us succeed.

That is the story so far…

James & Denica

Come see us.

Four kitchens, one family. We’ll save you a cinnamon roll.

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