Photography: Steven Jewett
In the heart of Trieste, where the Adriatic Sea meets the bustling streets, lies a trio of historic cafés that have been woven into the fabric of the city for centuries. Caffè Tommaseo, Specchi Caffè, and Bomboniera stand as living monuments to Trieste’s rich cultural heritage, attracting locals and tourists alike with their elegant ambiance and delectable offerings.
Behind the scenes, orchestrating the intricate dance of marketing and tradition, is Jelena, a spirited dynamo hailing from Serbia. As the marketing manager of these iconic establishments, she has become an indispensable figure in the Trieste café scene, blending her Serbian roots with the vibrant tapestry of Italian culture.
A Tale of Two Cultures
Jelena’s journey from Serbia to Trieste is a testament to the power of cultural exchange and the allure of new horizons. Born and raised in Serbia, a country renowned for its warmth, hospitality, and rich history, Jelena grew up surrounded by a tapestry of traditions and flavors that would later influence her career path.
“Serbia has always been a crossroads of cultures,” Jelena reflects, her eyes alight with nostalgia. “From the Ottoman influences in our cuisine to the Slavic traditions that permeate our celebrations, diversity is woven into the very fabric of our society.”
Trieste, with its own history as a cultural melting pot at the intersection of Latin, Slavic, and Germanic worlds, offered Jelena a familiar yet distinctly new landscape to explore. “When I first arrived in Trieste, I was struck by the similarities between my homeland and this vibrant port city,” she recalls. “Both places embrace diversity as a strength, and that resonated deeply with me.”
Embracing the Challenge
Joining the team at Caffè Tommaseo, Specchi Caffè, and Bomboniera was both a daunting challenge and an exhilarating opportunity for Jelena. Navigating the intricacies of marketing in a foreign country presented its own set of hurdles, from language barriers to cultural nuances, but Jelena approached each obstacle with determination and an open mind.
“Marketing is about more than just selling a product; it’s about telling a story and forging connections,” Jelena explains. “My goal was to honor the rich history of these cafés while also breathing new life into them, attracting a modern audience without sacrificing the authenticity that makes them so special.”
Drawing on her diverse background and experiences, Jelena introduced innovative marketing strategies that seamlessly blended tradition with modernity. From hosting cultural events that celebrated both Italian and Serbian heritage to leveraging social media to reach a wider audience, she brought a fresh perspective to the Trieste café scene.
Fostering Community
At the heart of Jelena’s approach is a deep-seated belief in the power of community and connection. “Cafés are more than just places to grab a coffee; they’re gathering spaces where people come together to share stories, ideas, and laughter,” she says with a smile. “My goal was to create an inclusive environment where everyone feels welcome, regardless of background or nationality.”
Through her efforts, Jelena has transformed Caffè Tommaseo, Specchi Caffè, and Bomboniera into vibrant hubs of cultural exchange, where locals and tourists alike can immerse themselves in the rich tapestry of Trieste’s history and heritage. From poetry readings to culinary tastings, each café offers a unique experience that reflects the city’s eclectic spirit.
A Vision for the Future
As she looks to the future, Jelena is filled with optimism. She envisions Caffè Tommaseo, Specchi Caffè, and Bomboniera continuing to thrive as cultural landmarks in the heart of Trieste, fostering connections across generations and nationalities.
“Our work is never done,” she says, her eyes sparkling with determination. “There are always new stories to tell, new flavors to explore, and new friendships to forge. As long as there are people who crave community and connection, these cafés will remain beacons of hospitality and warmth in the heart of Trieste.” Jelena’s journey from Serbia to Trieste is a testament to the transformative power of cultural exchange and the enduring allure of shared experiences. In a world that often seems divided by borders and barriers, her story serves as a reminder of the beauty that emerges when we embrace diversity
