“Books are definitely my escape. They are my therapy.” For Annie Pagett, owner of 1974 Bookstore, books have never been simply something to sell. They have been companions, anchors, doorways, and reminders of who she has always been. Long before she opened her quaint shop beside Pioneer Park, long before the book cart that introduced her to readers across Salt Lake City, and long before she owned her first bookstore in Jacksonville, Florida, Annie was a child in New York City surrounded by stories.

“I pour a lot of love into these cakes. It really matters to me that people are happy.” Laurlee Morrison never intended to open a bakery, certainly not one as beloved as Cakes de Fleur. Her career path had already taken shape; born and raised in Salt Lake City, she earned a degree in Computer Science with a minor in Math from Utah State University.

“I wanted something alliterative, two little syllables that rhyme, and I loved the sound of MoMA (The Museum of Modern Art). So, I tried ‘Mo’ and then ‘Mu,’ and it just clicked. It does not mean anything; it is playful and abstract, and it fits the store,” explained Rebecca Yund, owner of Momu, a clothing, accessories, and home goods store in Salt Lake City.

“You can’t fully exhale in a place where you feel like you don’t belong. I wanted to create a space where people feel safe the moment they walk through the door.” Opened in 2023, Maven STAY is not your typical hotel. It is not marked by grand lobbies or sterile hallways. Instead, it feels like a quiet invitation to slow down, to settle in. It does not aim for flash. Rather, it welcomes guests with softness, warmth, and a deep sense of care.

“I come in every day and still cannot believe this place is ours,” Tammy Barrow said. “I’ve never seen anything like it. It’s the most fascinating place I’ve ever been.” Nestled in a nondescript building, Got Old Wood is anything but ordinary. Step inside and you are instantly transported into history, into craft, into heart. The mother-daughter team of Tammy and Julie Adler-Birch brings reclaimed barnwood back to life, one story and one board at a time.

“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.

“The address was 666 South State Street. I said, ‘Let’s go first thing in the morning.’ That’s too good to pass up.” When Andrew Earley stumbled upon this space, it was the address that first grabbed him. The tongue-in-cheek name, Mark of the Beastro, followed soon after, a nod to the playful spirit he wanted to cultivate - one part punk rock, one part art haven. A full-service vegan restaurant in 2019 transformed into a cozy and welcoming café - one that shared its walls, and soul, with a vibrant performance venue known as The Beehive. Sadly, in the summer of 2026, however, Andrew made the difficult decision to close Mark of the Beastro and focus fully on organizing meaningful events.

“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.

"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 was born in Mexico, or at least my father liked to think that I was.” David Galvan, volunteer manager of Mestizo Coffeehouse begins his story smiling as he recalls his father holding him up as a child in their home in Utah and proudly proclaiming, “Who’s my beautiful Mexican baby?”

“I’ve always believed that taste has the power to transport us back to special times in our lives. When I lived in Taiwan and Hong Kong, I became deeply attached to the food, especially dumplings, and that craving stayed with me.”

“A Genie’s Dream is all about unleashing your imagination and igniting the spark within,” Allison Gondoli says, her voice warm with enthusiasm. For this Salt Lake City native, her boutique is not just a shop, it is a manifestation of her philosophy on life, creativity, and connection. Allison always dreamed of creating a space where people could nurture their well-being while exploring the magic of self-expression. In 2024, she brought that dream to life by opening A Genie’s Dream in the heart of Salt Lake.

“Good style is good style, and it doesn’t matter if it was made forty years ago or yesterday.” Adrienne Jarrett, owner of Re-finery Salt Lake City, combines her passion for fashion and her commitment to sustainability, creating a space where clothing not only tells a story but also contributes to an eco-friendlier future.

Anthony Serena’s love for sneakers began in his childhood, growing up in San Diego. Basketball was his primary passion, but sneakers quickly became a close second. However, in a family where money was tight, owning the latest and greatest shoes was more of a dream than a reality. “We couldn’t afford much, but that didn’t stop me from dreaming about having a pair of Jordans,” Anthony recalls.