What began in a family kitchen in 2015 has grown into one of the North East’s established independent artisan bakeries. Now PureKnead is preparing for a new chapter in the heart of North Shields.
There’s something rather satisfying about a business coming full circle.
More than a decade ago, PureKnead began with a simple idea, a home kitchen and a stall at Tynemouth Market. Today, with a loyal following and successful shops across the North East, the independent bakery is preparing to return to its coastal market roots as one of the first businesses selected to join Common Ground at the Beacon Centre in North Shields.
For founder Paula Watson and the PureKnead team, it’s an opportunity to reconnect with the community spirit that helped establish the business in the first place.
And for North Shields, it means another established independent name joining the growing line-up of traders transforming the former Wilko building.
FROM A KITCHEN TABLE TO A THRIVING INDEPENDENT BAKERY
PureKnead’s story began in 2015, when Paula started producing artisan baked goods from her own kitchen.
After spending time raising her two sons, she faced a familiar decision: return to conventional employment or take a chance on something of her own.
She chose Tynemouth Market.
What Paula discovered there was about more than selling bread and cakes. It was the conversations, familiar faces and relationships that developed between independent traders and their customers.
That sense of community became an important part of the PureKnead identity.
As demand grew, the business moved into its first permanent shop on Park View in Whitley Bay, eventually expanding into larger premises. Further growth followed, including a presence on Dean Street in Newcastle.
Through that journey, PureKnead has developed a reputation for its distinctive cakes, carefully made bread and creative approach to baking.
But the ambition has remained much the same: to make good food, use quality ingredients and create welcoming places where people enjoy spending time.
THE ART OF MAKING GOOD BREAD
At the heart of PureKnead is a commitment to traditional baking techniques and ingredients.
Its sourdough is made through a 48-hour process using just flour, water and salt, without additives or improvers.
It’s an approach built around patience, craft and an understanding that good bread takes time.
The same attention to detail extends across the wider range, from pastries and cakes to sandwiches and savoury bakes.
Paula also brings an interesting creative background to the business, having studied Fine Art before working in hospitality and events.
That appreciation of creativity is reflected in PureKnead’s approach to presentation, flavour and the development of new products.
The result is a bakery where everyday food is treated as something worth doing exceptionally well.
WHAT WILL PUREKNEAD BRING TO COMMON GROUND?
Visitors can look forward to the artisan breads, pastries, cakes and savoury products for which PureKnead has become known.
Whether it’s picking up a freshly made sourdough loaf, finding something for lunch or treating yourself to a pastry, the bakery will add an important everyday food offering to the new indoor market.
And that everyday element matters.
For Common Ground to become a successful destination, it needs to offer more than occasional shopping. It needs businesses that give people reasons to visit regularly, whether they’re collecting something for dinner, meeting friends or exploring the independent traders.
A quality artisan bakery can become part of people’s weekly routines, bringing familiar faces and repeat visits into the building.
PureKnead’s experience as both a market trader and an established high-street business makes it a particularly interesting addition.
A RETURN TO THE COMMUNITY THAT STARTED IT ALL
When Paula received the news that PureKnead had been offered a place in Common Ground’s first phase, her response captured something of the significance of the move:
“That’s fabulous news, thank you for choosing us! Will be great to expand in our original locality!”
It is a welcome reminder that successful independent businesses don’t always have to move further away from their origins to grow.
Sometimes the next opportunity is closer to home.
PureKnead began by connecting with customers in a coastal market. More than ten years later, it is preparing to join a new generation of independent traders, once again in a market setting and just along the coast from where its journey began.
BUILDING SOMETHING TOGETHER IN NORTH SHIELDS
The arrival of PureKnead is another important step in the development of Common Ground.
The new indoor market, occupying the former Wilko premises at the Beacon Centre, is bringing together independent businesses, specialist retailers, food producers, artists and creative enterprises under one roof.
The intention is to create a place where businesses complement rather than compete with one another, and where shopping sits alongside art, exhibitions, workshops, music and opportunities for people to connect.
Established businesses such as PureKnead can play an important role in that mix, bringing experience, an existing customer following and a strong understanding of what makes independent retail work.
But perhaps most importantly, they bring a story of their own.
PureKnead’s journey demonstrates what can happen when a small idea is given the opportunity to grow, supported by a community that believes in independent businesses.
And that’s a story Common Ground hopes to help many more traders create.
Welcome to Common Ground, Paula, Peter and the PureKnead team. We look forward to seeing this next chapter unfold in North Shields.
ABOUT COMMON GROUND
Common Ground is a new indoor market being developed inside the former Wilko premises at the Beacon Centre, North Shields.
The project aims to bring together independent traders, food businesses, makers, creatives and community activities, transforming a large former retail space into a destination for shopping, culture and connection.
Trader recruitment and curation are being coordinated independently by Simmie Harper on behalf of the Beacon Centre, with I Love North Shields supporting the project as its media partner.
Discover PureKnead: www.pure-knead.co.uk
Meet more Common Ground traders: Explore the series
Location: Common Ground, former Wilko, Beacon Centre, North Shields.
