“Indeed, to be simple is to be great.” ~ Ralph Waldo Emerson
On summer mornings in Naramata, before the village is fully awake, the first sign of life is often the magical glow from a special little kitchen on the main road. Inside, the counters at Just Baked are already full of freshly baked goods, and owner Ashley Selwood is in her happy place.
"My days start at about 7 am. The bakery fairy has been and gone by then, so I make myself a coffee and arrange everything so it looks pretty when people arrive."
What began as a late-night craving and playful idea evolved into something real, and in 2019, Just Baked was open for business.
"My mom and I were brainstorming one night. We were hungry, and nothing was open. I decided to open a coffee shop. We may have had a couple of gins in us, but it was that simple (laughing)."
Recently moved from its original location to 340 Robinson Ave, just up the road, Just Baked's true magic lies beyond the front entrance.
"We've been told the best coffee comes from a little hole in the wall, and that's exactly what we still are. The building may have changed, but what we pour into your cup hasn't."
Ashley's passion for quality shines through in everything Just Baked offers, and starting from day one, the coffee has always come first.
"I intended to be a coffee shop first, before a bakery. We keep things pretty straightforward. We use an old Italian espresso machine that runs beautifully."
For Ashley, there's romance in keeping it simple.
"We only do espresso-based drinks. We use Backyard Beans from just across the lake. Their espresso is the Laughing Coyote, which makes me smile. I'm super simple and traditional. For example, our cappuccino is available in only one size because, in my heart, a cappuccino is meant to be one size. So we have one coffee, served in one size, one way."
Over time, though, the bakery side has claimed its own spotlight.
"We've eventually grown into the bakery side of things. We do homemade sausage rolls, as well as grab-and-go sweets and savouries."
But the true star is a humble buttery scone. A single recipe made with cheddar, green onion and banana peppers has become almost legendary amongst locals and visitors alike.
"The scone has a bit of a funny story. I was around 38 years old when I started the shop. My mom told me I should use her scone recipe. I told her, "Mom, I'm 38. I don't have to listen to you" (laughing). Well, let me tell you, I make her scones every day, and they are the number one thing we sell. So my mom was right. They go quickly, though. Come early for the scones."
Just Baked isn't just a business for Ashley; it's the centre of a life intertwined with place, family, and community. She lives and works in the village, raising two teenage daughters in the same landscape that fills her with joy.
"I think my favourite part about living and working in Naramata is being able to watch my kids grow up while working at the same time. I can look out the coffee shop window during summer and see how many times a day they've been to the candy store, or headed to the beach. And when I work, I'm surrounded by my friends and family, all in right here in our lovely village."
Ashley's voice softens as she talks about what living in this magical place means for her daughters.
"My kids were around seven and eight when I started the shop, and they've had a similar childhood to mine. Freedom. Riding bikes and swimming. A free-range summer that I think we've lost a bit of these days. But not here!"
The village itself feels deeply embedded in how Ashley runs her business. There are outside patio tables and even bike parking, inviting people to linger. The setup makes Just Baked not only a coffee shop but also a mini community centre.
"I'm thankful to be in Naramata Village, it's a lovely spot to be, and we've created a nice little vibe at Just Baked."
Ashley's passion for the village extends to the surrounding land and environment.
"I grew up with a holistic influence from my mother and my great-grandmother. They both used compost in their gardens, so we have a beautiful compost pile for the grounds and eggshells. We do a lot of baking with seasonal fruit. Also, behind our shop is a pretty elaborate recycling system. We use as many compostable or biodegradable materials as possible. It's just about doing what we can to keep waste to a minimum. The Naramata General Store is right across the street, and we've teamed up as well. A couple of days before their dairy excess expires, we'll use it in exchange for their staff's coffees. The whole idea is to work with our community to reduce waste. It's great."
Ashley also encourages people to bring their own cups to help with the low-waste effort.
"When I first started, I had these little drop bins around the village where you could take your mug with you and drop it off along the way. Then, my kids would roll around with their wagon and collect them for me (laughing). Having people bring their own cups helps a lot. It's definitely something we like to see."
For Ashley, Naramata is not simply a scenic backdrop; it's a living, breathing character in her story. She lights up when she talks about the landscape and its inhabitants. From the red-tailed hawk brightening up a winter's day, to her favourite plant, the arrowleaf balsamroot, covering the mountainsides above the village.
"It's the first really big, showy wildflower of the season and to me a sign of spring."
With a business stationed in the heart of the village and built on community, Ashley's perfect day has become her everyday.
"Chit-chatting and drinking coffee. Super simple. I love our little village, and I get to drink coffee with the people who live here every day. It's pretty awesome."
Ashley’s success is well-deserved, but she remains humble, constantly crediting the people around her.
"I have an amazing team. I'm so grateful for them. I have my two mainstays, Matt and Mo, and then in the summer, we'll have up to 10 high school kids."
In the small space, everyone has a role: someone baking in the back, someone pulling shots, someone at the front greeting customers, filling bags, and handing out coffees.
"They're a great team. They come in behind me and clean up the mess I've made (laughing). They're all over it. I'm pretty fortunate."
For anyone considering a visit, Ashley's message is simple:
"Naramata's a little gem that visitors have trouble leaving. Come park, grab a coffee, and walk around the village. We're right on the lake. It's a gorgeous spot to enjoy a simple day."
In many ways, Just Baked is a reflection of Ashley herself: unpretentious, warm, rooted in family and community, and full of small, thoughtful details. From the welcoming atmosphere on the main street to the savoury scones and the sound of bikes rolling by on summer afternoons, her story is an open invitation. Come for a coffee, stay for the feeling of being part of something real and deeply loved.
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