La Tarte Pâtisserie: The Sweetest Little Revolution in Johannesburg

From Diving Gear to Dessert Tarts – Meet the Chef Changing How Joburg Does Pastry

Every now and then, a story unfolds in Joburg that feels a little like magic. Not the flashy kind – the kind that’s slow, considered, and quietly revolutionary. That’s what La Tarte Pâtisserie is doing from its humble home base in Sandton. No big neon signs. No bustling high street frontage. Just next-level French-inspired pastries being whisked up by someone who once worked as a professional diver.

Yes, really.

Chef Jared Melamed isn’t your typical patisserie wunderkind. He’s entirely self-taught, and his kitchen credentials were earned through years of global travel, flavor hunting, and technique-tinkering. Over nearly two decades and across more than 50 countries, he’s sampled the world’s best – then came home to build something better.

And Joburg? We’re obsessed.

Also read: Why Grumpy’s Café Feels Like Home in the Heart of Johannesburg

Ghost Kitchens and Tartelettes: How it All Began

La Tarte Pâtisserie was born in 2023 as a ghost kitchen. No storefront. No fuss. Just a sharp focus on exceptional patisserie delivered fresh to your door. Jared wanted to bring classic French techniques to Johannesburg but ditch the elitist airs. It’s French pastry for the people – using serious ingredients like French butter, Belgian chocolate, and Tahitian vanilla, without the snoot.

And somehow, in just two years, he turned that idea into a national headline act. In 2025, La Tarte was crowned “South Africa’s Best Pâtisserie” – and locals will tell you it’s an accolade well earned.

You haven’t lived until you’ve tried the Paris-Brest. Or the Tarte aux Fruits Rouges. Or the impossibly elegant Vanilla Mille‑feuille. They’re buttery, balanced, and almost too pretty to eat – almost.

Pastry With Purpose, And a Dash of Joburg Charm

La Tarte isn’t about gimmicks or viral fame. It’s about restraint and craft. There’s elegance in the simplicity here – and it’s refreshing in a city that sometimes loves to overdo it.

The online ordering system keeps it all tight and efficient. You browse, you click, and next thing, you’re unboxing your new favourite dessert. Want to see it in person? You’ll find La Tarte at Morningside Market and Victoria Yards’ First Sundays. That’s where the cult following lives – the ones who plan their weekends around getting a slice before it sells out.

And sell out it does. Frequently.

Image 1: Instagram/@latarte_patisserie

A Pastry Chef Unlike Any Other

Jared is something of a unicorn in the local culinary scene. He’s part artist, part adventurer, and fully committed to the art of patisserie. His Instagram bio may as well read: “proof that you don’t need culinary school to bake like a god.”

He’s been featured in lifestyle glossies, praised across foodie blogs, and applauded on LinkedIn for elevating South African patisserie. But through it all, he keeps things grounded – focused on the product, not the pedestal.

Future plans? A flagship store is on the cards. And if Joburgers are lucky, it’ll be right here in the heart of the city.

Why La Tarte Matters (And Why You Should Care)

La Tarte Pâtisserie represents something bigger than just good cake. It’s proof that world-class food can be born in a backyard kitchen. That a Joburg guy with a dream and a whisk can change the conversation around desserts. That excellence doesn’t need a French accent – just great taste and a clear vision.

So next time someone says there’s nothing exciting happening in Johannesburg’s food scene, point them to La Tarte.

And maybe order a box of tarts while you’re at it.

Quick Bites

• Order online: latarte.co.za/store

• Catch them at: Morningside Market, Victoria Yards (First Sundays), and Prison Break Market

• Must-try treats: Paris-Brest, Tarte aux Fruits Rouges, Vanilla Mille‑feuille

• Instagram candy: @latarte_patisserie

Also read: PAUL French Bakery & Restaurant: A Taste of Paris in Johannesburg

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Source: latarte.co.za

Featured Image: Instagram/@latarte_patisserie