Well before Card’s Bakery became a downtown Kingston staple, it began as a much simpler operation, a roadside stand at Jennifer’s grandmother’s home along Highway 38 in the late 1960s. Her grandmother, Edith Card, sold fresh, homemade bread, and the business quickly took off. This success laid the foundation for a family business that would span generations.

The tradition carried on as Jennifer’s mother, Norma Card and other family members worked alongside Edith, helping the business grow. In 1987, Norma brought Card’s Bakery to downtown Kingston, opening at the corner of King and Johnson St. She ran the business for nearly another 20 years.

In 2005, Jennifer took the reins as the third-generation owner of Card’s Bakery and expanded the business to Bagot St. Three generations later, the heart of the business remains the same: quality baking, familiar favourites, and a commitment to the traditions that brought Card’s to life in the first place. It’s truly been the journey from a roadside bakery north of Kingston to a storefront now on Princess St.

For Jennifer, Card’s truly remained in her heart and has been part of her life since childhood. As a young girl, she started working alongside her family and later took on part-time shifts as a teenager. Over the years, she learned the ins and outs of the business, from working as a weekend cashier and night baker to managing the store.

Before becoming an entrepreneur, Jennifer had moved away to the big city after getting married and welcoming her first son. During this time, she spent four years working in interior design, a career that would eventually influence her own vision for Card’s Bakery. When Jennifer returned to Kingston, she brought that eye for design into the business, creating a storefront that reflected the kind of place she would enjoy shopping in herself.  While the bakery’s familiar treats remained at the heart of the business, the space grew to offer more than just baked goods, expanding the retail experience.

Today, alongside its baked goods, the store offers gifts and home accessories, while the lunch counter remains a familiar part of the experience. A two-generation tradition, it was originally geared toward downtown workers looking for a quick, convenient meal. Today, its soups and sandwiches continue to serve downtown workers, residents and shoppers alike.

From spring blooms to summer scenes and festive holiday creations, Card’s Bakery’s seasonal window displays have become an annual tradition. For Jennifer Moon, they’re a pleasure to create and a way to bring a little joy downtown, giving residents and visitors something special to stop and admire. Each holiday display takes thoughtful planning up to 50-60 hours, with the team beginning to brainstorm ideas about a year in advance.

This holiday season, Card’s is turning up the sparkle with a tribute to Dolly Parton. Inspired by staff member Donna, the display celebrates all things Dolly, complete with pink, glitter, butterflies, bedazzled boots and country-glam flair.

For Jennifer, Dolly’s story of humble beginnings, determination and staying true to herself strikes a familiar chord. Like the country music icon, Card’s has grown through the generations without losing sight of where it began - while embracing new possibilities and adding your own sparkle along the way.

For Jennifer, the holiday window display is truly a gift to downtown Kingston, offering a little magic for residents and visitors. So, as you head downtown this holiday season, take a moment to stop by Card’s Bakery and admire the Dolly-inspired display. While you’re there, step inside, and you might just find a new favourite treat, a gift or something else that catches your eye.

Jennifer’s connection to downtown Kingston began long before she became a business owner. Growing up, she remembers spending time shopping at beloved local spots like Send in the Clowns, S&R and LaSalle Mews, when the downtown core was filled with independent shops, many passed down through generations. Those memories have stayed with her, shaping her appreciation for the people, stories and family histories behind the businesses that give downtown its character.

Today, she continues to support that same local spirit, with favourites including The Roundstone, Tara Foods, Northside, Army Surplus, Trailhead, Montreal Collective and Heel Boy. Woodenheads holds a special place in her heart, and she's celebrated every birthday there for more than 30 years.

For Jennifer, these places are part of her own Kingston story. She encourages visitors to make their own memories by strolling downtown, discovering local shops and finding their next favourite downtown gem.