This post is part of #the100dayproject that encourages creatives to do an action every day for 100 days. I've chosen to write an article or blog post every day. Previous posts for this project can be found here.
“It is weird that my work right now is bagels and video games,” said Jo Lammert.
Although when I met her in 2014, she was already involved in video games. Her project Jo Bagel came after the fact. We were friends before she made the move to Marfa, hanging out anytime we were both in the same town.
I remember during one of our hangs, she made the joke that if you haven't had one of her bagels or met her dog Kirby, then you don't really know her at all. That meant I didn't, so I was stoked when she told me she was moving to Marfa. Because while yes, I was excited to have my friend here, I was really excited to have bagels.
“Like word gets around fast that somebody makes bagels,” said Lammert. “I'd intro myself to people and they'd be like 'oh, you're the bagel lady.'”
Jo Bagel is her personal project. A few years ago, she was searching for a project to fixate on and came up with baking bagels with a friend. She's always baked for fun and thought bagels would be good to try.
“It just happened to be bagels. Bagels are a thing I really loved,” said Lammert.
So 2016 became the year of the bagel. At first the two-day baking process seemed complicated, but Lammert realized that it just takes patience and time. The excitement over her bagels though didn't take as long. People would overhear her telling her friends about her new endeavor and ask where they purchase one before they even tried it. It became the topic of conversation when she attended a video game conference.
“People were so excited to talk to me about video games, but so many of them were excited to talk about bagels, which also blew me away,” said Lammert. “I think people like to see people be passionate about things.”
That excitement carried into Marfa as well (thanks to her then-roommate and me). When she hosted her first (and so far only) pop-up in Marfa at Do Your Thing coffee in January, she sold out in an hour.
And to finally get a chance to taste one of her bagels that day, I can understand why.
To keep track of Jo Bagel, visit jobagel.com.