“All I knew was that I saw something I loved and wanted to figure out how to make it myself. That moment changed everything. Making things has always been a part of who I am. Jewelry just happened to be the thing that stuck.” Erica Hogan, owner of The Land of Salt, grew up in South Jordan, Utah, just south of Salt Lake City, and spent much of her youth dancing - literally around the world.

“I’m just a girl from Utah who wanted to offer something delicious to the community - something I didn’t feel like we had, especially at the time.”  In the heart of Salt Lake City’s Maven District, Passion Flour Patisserie stands as a beacon of culinary innovation, offering a unique blend of artistry and sustainability. Opened by Jessica Davies in 2015, this vegan pastry shop was born from a passion for exquisite desserts and a deep commitment to ethical and environmentally friendly practice.

“This is my baby. I come in each day to see the people who return again and again - who share their stories, their lives. That’s what makes it all worth it.” When Paramjit Kaur was eleven years old, she moved with her family from Punjab, India, to Salt Lake City. They already had family in the area and "it made sense for us to come here." A few years later, at the age of fifteen, she began working as a server at her family’s restaurant, Star of India. 

“Sugar runs in my veins,” Felicia (Fee) Hanson said with a smile, as she looked around the warm, whimsical space she has built. “I just love making people happy - with candy, with food, with community.” Sweet Hazel, Fee’s vegan bakery, market, and café, is tucked into a cozy strip that includes Leavity Bread and Star of India. Named after her beloved cat, Hazel, Fee said that “She was my soul cat. When I started this adventure, I didn’t know what to name it, and my sister-in-law said, ‘What about Sweet Hazel?’ It just felt right.”

“Cats can bring joy to people of all ages and can help them to get through emotional times. Sometimes a customer asks me, ‘What is your favorite cat?’ I say, I love every one of them. They are all different, and I want to share them with others.” That is how Lisa Chen, who moved to Utah from China in 2007, describes the inspiration behind MiaoMiao Café, a charming cat-themed space that merges handmade desserts, specialty drinks, and, of course, a family of cats she considers her children.

“I always say, food can make people happy - it brings them together, helps us understand each other. That is what I enjoy doing." Ragda Safah’s journey spans continents, conflicts, and cultures. From Baghdad to Bountiful, she has moved through war and displacement with quiet strength, building a life rooted in purpose, learning, and love. Her warmth is immediate, her determination unmistakable, and every dish she prepares, every item she stocks on the shelves of Sindbad's - her Middle Eastern market - carries the imprint of that remarkable path.

“I called it Define Fitness because I believe health looks different for everyone. You get to decide what it means to you.” From the border city of El Paso, Texas, to the heart of Millcreek, Utah, Valeria Macias has carved out a space that is deeply personal. Define Fitness, her women-centered studio, opened in the spring of 2025, is the culmination of a life journey shaped by hardship, healing, and the belief that fitness is for every kind of body.

“No matter where you are in your journey of figuring out your gender or your sexuality - and no matter how you identify - you are welcome here.” Kaitlyn Mahoney, owner of Under the Umbrella, never imagined she would open a bookstore, let alone the first queer-specific bookstore in the country. But when no one else stepped up to fill a void she knew existed, she decided to do it herself. “Somebody should open a queer bookstore… obviously there is a need. Nobody did. So, I did.”

“I’ve always loved the hunt - finding special pieces that nobody else has. There’s something about older furniture, the soul it carries, the quality, the story behind it.” Emily Read, the owner of Post Trading Company, has been drawn to collecting vintage furniture for as long as she can remember. Originally from Vancouver, British Columbia, she moved to Salt Lake City in 2013, bringing with her a lifelong love for design and a deep appreciation for unique, well-crafted pieces.

“Owning a small business is joy and/or terror, depending on the day,” Jacqueline Whitmore said with a laugh. And yet, it is clear to anyone who walks through the doors of Copperhive Vintage that joy has the upper hand. A kaleidoscope of color, texture, and nostalgia, her store is more than a place to shop. It is a personal expression, a gathering space, and a curated love letter to the past.

“We want to be everyone’s friend. If you make stuff, we want to see it, support it, and tell you how you can do this too.” That is the heart of Atelier, a small, thoughtfully curated shop on Pierpont Avenue in downtown Salt Lake City, run by best friends Malinda Fisher and Olivia Henrie.

"This restaurant is our love letter to the community," Jennifer Hannon said, seated at a table in the lounge at the back of Laziz Kitchen. "We want people to feel safe, welcome, and fed with care."

“I’ve always believed in the power of art to inspire, to challenge, and to bring people together,” said Shalee Cooper, director of Modern West. That belief is at the core of the gallery’s mission established under the vision of its founder, Diane Stewart.

“I came here in 2013 as a refugee because I wanted a future for my kids. My country wasn’t safe. The war - everything - made it impossible to stay.” Owning Karim Bakery was never part of Sarah Abduljabbar’s plan, but life has a way of leading people down unexpected paths.

“I grew up on a commercial orchard in Logan, Utah,” recalls Jennifer Felton, “where my grandpa, a professor of agriculture, instilled in me a love for old-school cooking.” This early immersion in traditional culinary arts, including baking and jam-making, laid the foundation for what would become Atomic Biscuit.

"We wanted to create a space where people could turn their culinary dreams into reality without the financial burden of a full-scale restaurant," Ana Valdemoros shared, reflecting on the origins of Square Kitchen.

“I believe that a cup of coffee can bring us together, creating a sense of community and providing comfort,” Vi Tran shared. Born and raised in Salt Lake City, Vi’s roots in the culinary world run deep. Her family owned a restaurant for two decades, immersing her in the rhythms of the food industry from a young age. “I kind of just grew up in a restaurant and learned some of the ins and outs. I saw how much joy food could bring to people,” she recalled.

"Our people, we don’t have a background in owning this kind of business. It is still hard to believe we did it,” admits Pinya Issa. G & H African Market is more than a store - it is a dream realized, and a family reunited.

“Our mission is really about being stewards of cider culture and providing education to people that don’t know a lot about cider and the wide variety there is.” Elisabeth Osmeloski, co-owner of Scion Cider Bar in Salt Lake City, has been a pivotal figure in introducing and promoting the cider culture in the region. 

“I feel a sense of responsibility to provide people with the things that are getting harder and harder to find,” Annette Raverino says with a warm smile. “I am really lucky.” Luck may have played a small part in Annette’s journey, but passion, dedication, and an unwavering commitment to tradition have been the true foundations of Mediterranean Market & Deli. Her story stretches back generations, rooted in the northern Italian Alps, a place where her mother was raised and where Annette spent time cooking with family.