“I literally woke up and thought, you need to do something with cupcakes for [my daughter] Celina.” Natalie Jensen never imagined that one day she would own So Cupcake. She grew up in Salt Lake City’s Millcreek area, graduated from the University of Utah with a master’s degree in social work, and spent her early career helping children at the Children’s Center. “I never, ever thought I would own a bakery,” she said. “My mom was a really good cook, and I learned from her, but I was never into baking.”

“Food is my language. I bring my spices from Peru, I cook with my heart, and I believe everything will turn out well.” Rubi’s Peruvian Taste is Rubi Gutierrez’s life’s work and love letter to two homes. She grew up in Lima as the youngest of six, the daughter who stayed closest to her mother and the one who loved the kitchen most. Her mother ran a small restaurant three blocks from their house, and by eight years old Rubi was chopping onions and tomatoes, learning that the pot only tastes right when the cook cares.

"I did not create a business. I created an art project. Something that is living, breathing, giving artists the opportunity to pursue it as a career, and having them work in a safe place where they can feel fulfilled. It’s taken on a life of its own, and it keeps evolving. I could not be prouder of what I was able to create.” For Mason Atlas, the founder of The Hive SLC Tattoo & Aftercare, tattooing has always been more than ink on skin. It is a dialogue between art, culture, and the human experience - a collaboration that changes both the artist and the client.

“Food brings people together," Jason Hess shared. "It was something I could do that felt meaningful and connected everyone around me.” At Millcreek Olive Oil, that same sense of connection fills the air. The shop is warm and welcoming, with rows of shelves lined with enticing pantry goods and gifts. Along one wall, gleaming stainless-steel canisters invite customers to taste from dozens of olive oils, and bottles of balsamic vinegars sit on tables.

“It is my own little playground with really good pizza.” Stacy House grew up just south of Chicago in Coal City, a small town where pizza ruled the restaurant scene. “The only restaurant, to be honest, that I ever wanted to own was a pizza place,” she said. “Because I grew up south of Chicago, and I have a very specific pizza type and flavor that I love, and I’ve had a very hard time finding it in the West.” That dream finally became a reality with Millcreek Pizza House, the restaurant she and her family opened in 2024.

“People have wondered how we could work together for forty years. But since we kind of do different things - even though they overlap - I have mIne and he has his. Some days are easier than others, but we have found a way to make it work.” Kelly and Majid Omana have built a life together in every sense - married since 1983, partners in Evergreen Framing Co. & Gallery since 1985, and still going strong.

“If you walk in and we say hello, and you leave with nothing, that’s still enough for us. That’s the culture we’ve built here.” Zallzo may be a made-up name, but the business behind it is as real and rooted as they come.

“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.