by MK
Every Saturday we’re spotlighting remarkable local females who could change the way we look at the world. This Saturday is Elena Giuffrida’s turn, an entrepreneur, baker and ballet aficionado with background in film festival selection.
We interviewed Elena on moving to Trieste, changing careers and following her passion for baking which lead her to opening the successful MUG cafe and bakery.
Are you from Trieste?
No, I was born in Bologna and moved here when I was 15. I finished school and graduated from university in Trieste though, so it made a big difference in feeling at home here.
Do you speak Triestino?
Just a little bit. I think most people don’t know I’m from Bologna though.
Do you like Trieste?
I love the city. It’s a wonderful place to live in. Apart of course from the fact that it takes so long to get here (laughs -ed.)
Have you always wanted to have your own business?
My dad was a TV director so I grew up on bread and movies. That’s why after graduating from University I started working at Trieste Film Festival in the movie selection committee. I stayed with them for 15 years and it gave me an opportunity to travel the world.
And then?
I always had a passion for baking. I love sweets, pastries and in my free time I started following my passion. Soon the word was out and I had friends asking me to bake cakes for their celebrations, calling me “baking witch”. I started to question whether I could to this for a living. Eventually, I summoned the courage and left my job to go on this entrepreneurial adventure.
Fantastic.
At the beginning I had a place with a business partner but after a year we parted ways and that’s when I started looking for a place of my own. When I came here for the first time (it was a pizzeria then), I instantly fell in love with the space. The rent was really high so I wasn’t sure at the beginning but in the end I decided to do it. I didn’t calculate any risks, you know? I just knew I had to follow my heart.
Wise decision!
It definitely turned out to be. We opened up in February of 2016 and we were instantly popular, instantly full. I don’t know if it’s because we make delicious pastries or because we have space for people to sit and chat, but it definitely did the trick. In the past 6 years we grew from a team of 3 people to 11, and that’s success in my book.
How would you describe MUG?
It’s a cafe and bakery, filled with an international selection of pastries with an Italian twist. We bake everything from the scratch, from cookies to cupcakes to cakes for any special occasion.
Why “MUG”?
One of my friends suggested it. I didn’t know what I wanted to call the place but I knew what I wanted the place to feel like: cozy, like home. And somehow mug describes just that: a big cup of something warm you drink while sitting at home on your couch.
Nice. What’s your favorite pastry here?
Cheesecake. I think we make a mean cheesecake (both baked and not).
If someone comes here for the first time, what should they order to get the feel of MUG?
Well, a cup of coffee of course. We collaborate with Guatemala roasters and we really care about our selection. Then a pastry, a cupcake, slice of red velvet cake- we have it all.
Other passions apart from baking?
Well, I am in love with ballet. Whenever I get the chance, I go to see a ballet performance. And I have been practicing ballet for the past 20 years. It’s one of those passions that I knew I had to see through.
Future plans?
I would like to open other “MUGs” in Ljubljana, the city that I love, or Udine. As of now, it’s still just a dream, but we’ll see what the future brings.
To learn more about the MUG bakery, please visit their website.
