“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.

“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.”

“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.

“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.

"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.