The basics:

• Sweet Jeans opens as the first recipient of Newark‘s Retail Reactivation Initiative
• Café also backed by Audible‘s Business Attraction Program
• Co-founded by Newark native and Chopped contestant Michele Vaccari Harriott

Modern café and community space Sweet Jeans Kitchen & Espresso Bar is joining the food scene in downtown Newark.

Chopped contestant and Brick City native Michele Vaccari Harriott and her business partner Victor Soldano founded the new eatery. The shop offers premium coffees, fresh pastries, classic homestyle meals and catering services. Dubbed as “a welcoming café & kitchen by and for the Newark community,” Sweet Jeans will also run programs, such as latte-making classes, as well as act as a hub for locals to gather.

The spot at 494 Broad St. marks the first retail business to join Audible’s Business Attraction Program. It’s also one of the first recipients of the City of Newark and Invest Newark’s Retail Reactivation Initiative.

Newark-based Audible’s Business Attraction Program aims to encourage more founders to relocate and build in the city. Through the initiative, Audible provides up to $250,000 in non-dilutive grants, relocation assistance, and mentorship to startups and retail businesses. The program has a particular focus on supporting founders of color and women entrepreneurs. Since its start in 2023, Audible says 20 companies across the innovation, retail and entertainment sectors have joined.

Launched two years ago to help attract more diverse retail, cultural and food experiences to the area, the Retail Reactivation Initiative offers financial support for fit-out and furniture, fixtures and equipment for Newark-based businesses. The program is supported by Urban Enterprise Zone funds.

About people

Newark Mayor Ras Baraka, Audible CEO Bob Carrigan and Invest Newark CEO Marcus Randolph joined the shop’s owners during an April 21 ribbon-cutting ceremony.

In recent years, major stakeholders ranging from local government to corporate anchors have contributed to Newark’s growth as a business hub by establishing innovative programs that attract tech startups to the city in addition to strengthening its small business and retail ecosystem.

Baraka said, “We call economic movements like this ‘business attraction programs,’ but they are so much more than that. They are all about real people who walk our Newark streets — real people who sculpt their visions and talents into reality.”

“What Michele Vaccari Harriott and Victor Soldano, Audible and Invest Newark have done, is to breathe their aspiration and vitality into our city. This is the ever-dynamic Newark that evolves through City Hall’s constant call for collaboration, cooperation and community — and I congratulate them all,” he said.

Cherry on top

Aisha Glover, Audible’s global head of urban innovation, shared, “As we continue to grow the Business Attraction Program, we remain focused on supporting businesses that enhance the economic vitality and cultural vibrancy of Newark.”

“Newark’s transformation is fueled by bold, innovative businesses and passionate entrepreneurs. This expansion is about more than commerce — it’s about investing in the city and creating spaces that are community-focused, inclusive, and inspiring,” Glover said.

After congratulating Harriott and Soldano for “their entrepreneurial spirit and resilience in bringing their creative, community-focused vision to life,” Randolph said Invest Newark was proud to support their journey.

“This opening is a powerful reflection of the ongoing transformation of Newark’s downtown, and we look forward to seeing Sweet Jeans thrive as a part of the community,” he said.

For Harriott, opening in Newark is about more than just business — it’s about community.

“We wanted to create a space where people feel at home and where they can connect over great food, coffee, and conversation,” said Harriott. “With the support from Audible, the City, and Invest Newark, we’re building something special—something that brings people together. And even sweeter that it’s my hometown.”

Sweet Jeans Kitchen & Espresso Bar is open 7 a.m. to 4 p.m., Monday through Friday.