A diamond to be won in the pancakes of a Puy-en-Velay bakery

Who said that the galette des rois had to be satisfied with a porcelain bean? At Maison M, in Puy-en-Velay (Haute-Loire), we aim much higher. A pendant set with a one-carat diamond, worth 2,000 euros, is up for grabs before the end of the month. A brilliant idea from Pierre-Alain Muller, baker, and his partner Mona. “Times are a little sad, we wanted to make our customers dream and thank them for their loyalty,” he explains.

Installed since 2023, the young craftsman wanted to mark the occasion this year. Result: three “winning” cakes were put into circulation. Inside the treats of 4, 6 or 8 parts (sold from 15.50 to 21.10 euros), not the jewel – too risky – but a “won” bean which opens the door to a final draw. The prize: two brunches at the bakery for the less fortunate and above all the famous diamond, provided by a local jeweler partner of the operation.

The story quickly spread around the historic center of Le Puy, carried in particular by Instagram, where the initiative quickly circulated. “We are seeing an increase of 10 to 15% in sales,” rejoices Pierre-Alain Muller. “We mostly see customers who are not regulars,” smiles the couple.

Assumed objective: to bring a little joy into a daily life weighed down by inflation and gloom. “We feel that budgets are constrained. If we can put a little glitter in people’s lives, that will be our contribution,” concludes the baker. The very first customer to have found one of the three winning beans came forward this Monday. There are still two chances to grab the crown diamond.