'They need help':Sweet Jill’s Bakery owner responds to smash-and-grab

Sweet Jill’s Bakery located at 5001 E. 2nd Street. Photo by Jackie Rae

Social media has been abuzz with talk of Sweet Jill's Bakery this week — not for its popular pastries and sweet treats, but because it's the latest small business in Long Beach to fall victim to a smash-and-grab crime.

In the early morning hours of Saturday, April 25, six individuals — who appeared to be juveniles — smashed the glass front door, entered the business, destroyed the register and stole several baked goods, according to surveillance footage.

Jill Pharis founded the bakery, located at 5001 E. 2nd Street, in 1987 and now runs it with her son, Parker, who serves as the vice president. Parker says this is the first break-in in the bakery's 37-year history.

“It's disheartening,” he said. "It doesn't make us feel good about ourselves that something like this would happen since we're such a big staple in the city of Long Beach.”

Parker says those frustrations were exacerbated after learning the same group of individuals have been involved in several other break-ins along Second Street.

After posting the video on their social media, Sweet Jill's Bakery received an outpouring of support and videos showing the group committing various crimes.

Even though he has been made aware that the group is well known to law enforcement, Parker doesn't blame the Long Beach Police Department for not apprehending the suspects sooner.

“The city of Long Beach maybe should have someone patrolling our block at this time when things are happening," he said. Although that has not happened, Parker says he understands that other crimes in the city take precedence over business break-ins.

“We have faith in the city of Long Beach Police Department. We know that they’re doing their job.”

Parker says LBPD has assured him this is an active and open investigation. While he hopes they are apprehended quickly, he also questions why minors are out so early in the morning unsupervised.

“Where’s their parents at this time in the morning,” he said. “Why aren’t they at home doing kids' stuff.”

The cost to repair the door was around $6,000 and was completed almost immediately. Although replacing the register took a bit longer, the business still opened on time at 5:30 a.m.

“We’re known for being open 365 days a year,” Jill said. “We have great community support, so it was important to me not to draw the attention to the vandalism, but to the customers that we serve.”

Although Jill and Parker want the suspects brought to justice, they hope this becomes a turning point.

"They need help — by whatever group that helps kids that are in trouble,” Jill explained. “I think them getting caught would only be advantageous to them at this age.”

Jill said she would encourage each suspect to ask themselves: Is that the image they want to represent them for the rest of their lives?

“We all make mistakes," she said. “It's time to address the issue."