A Journey of Passion and Innovation: Sepideh Yaghoubi’s Culinary Story
In the latest episode of Cozy Corner with Hossein Nasiri, the spotlight shines on Sepideh Yaghoubi, a visionary pastry chef and the founder of Prague Pastry, a brand that has become a fixture in Iran’s culinary landscape over the past 18 years. Sepideh’s journey, from her early interest in philosophy to her deep passion for the art of pastry, offers an inspiring narrative filled with creativity, perseverance, and business insight.
From Philosophy to Pastry
Sepideh’s career path took a fascinating turn. Initially, she pursued a degree in philosophy, a field that nurtured her analytical thinking and love for ideas. However, after graduation, she discovered a deeper passion for something that seemed worlds apart—pastry-making. “I’ve always loved innovation,” she reveals in the interview, recalling her decision to follow a new path that would ultimately shape her life. This decision was rooted in a desire to bring something unique to Iran’s culinary scene, where pastries had long been appreciated but lacked the variety and innovation seen in other parts of the world.
The shift from philosophy to pastry wasn’t just a career move for Sepideh; it was the start of a personal and creative journey. She recalls how, during her childhood, baking had always been a significant part of her family’s culture. The smell of freshly baked pastries, especially during festive times like Nowruz, left a lasting impression on her. “For us, the arrival of Nowruz always had to come with the smell of pastries,” she fondly remembers. This personal connection between family and food ignited her love for baking, which soon became the foundation for her professional journey.
The Birth of Prague Pastry
In 2006, Sepideh founded Prague Pastry, which has since expanded to four branches in Tehran. The name itself reflects Sepideh’s love for travel and her desire to introduce new flavors and experiences to Iran. Early on, Prague Pastry became known for its attention to detail and its ability to marry innovation with tradition, offering Iranians the chance to enjoy new, global flavors that were adjusted to fit their tastes.
Sepideh’s philosophy in pastry-making is rooted in her respect for the fundamentals. She emphasizes the importance of mastering traditional techniques before allowing creativity to take center stage. “There’s no shortcut; you really need to go and learn,” she explains, underscoring the need for discipline and patience in perfecting the craft. For her, creativity comes after a solid foundation has been built—a concept she likens to sculpting a piece of art from marble. The base must be perfect before the artist can add unique flourishes that make the piece stand out.
One of the early signature items at Prague Pastry was the Mars Cheesecake, an innovative dessert that fused global pastry traditions with local preferences. Initially, cheesecake was an unfamiliar concept in Iran, and Sepideh had to carefully adjust the recipe to ensure it would be well-received. Her ability to adapt global culinary ideas to suit local tastes became a hallmark of her success, and this approach has continued to shape the identity of Prague Pastry.
The Impact of Education: Le Cordon Bleu
Sepideh’s commitment to learning and growing as a pastry chef is one of the key themes of her journey. In pursuit of deeper knowledge, she enrolled in the prestigious Le Cordon Bleu culinary school, where she completed a one-year Grand Diplôme course. This experience, Sepideh shares, was transformative. It refined her technical skills and gave her the confidence she needed to push the boundaries of her craft. “When you learn something through a correct and proper method, you know it’s right,” she reflects, noting that the structured learning process gave her a sense of security and confidence that experience alone could not.
This formal education also exposed Sepideh to new ideas, allowing her to explore the world of pastry with a more scientific and methodical approach. While she had always been passionate about baking, the lessons learned at Le Cordon Bleu provided a solid foundation that empowered her to experiment with new techniques and flavors, without compromising on quality. This blend of practical experience and academic knowledge has been a driving force behind the continued success of Prague Pastry.
Beyond the classroom, Sepideh has continued to hone her skills by attending workshops with renowned chefs, including Cédric Grolet, a global star in the pastry world. These interactions have broadened her perspective on the pastry industry and reinforced the importance of continuous learning. As Sepideh puts it, “In the world of art, the journey never ends.” For her, staying at the forefront of the industry means constantly learning, evolving, and adapting to new trends and techniques.
Creativity Rooted in Audience Understanding
While innovation is a central theme in Sepideh’s work, her approach to creativity is always grounded in a deep understanding of her audience. She believes that creativity in pastry should not exist in isolation but must be aligned with the tastes and preferences of the people consuming it. This balance between innovation and tradition is key to her success.
Sepideh recalls the challenges she faced when introducing new items, such as cheesecake, to the Iranian market. Many consumers were initially hesitant to try something new and unfamiliar. However, by carefully adapting these global recipes and introducing flavors that appealed to the local palate, Sepideh was able to win over her audience. This gradual approach to innovation has allowed her to push the boundaries of what is possible in the pastry world while still respecting the tastes of her customers.
In the interview, Sepideh emphasizes that creativity must always serve a purpose. “I prioritized the mood and feelings of people over saying ‘I am the creator of this,’” she explains, highlighting the importance of customer satisfaction in her creative process. For her, the goal is not to create something entirely new for the sake of innovation but to enhance the customer experience by offering pastries that are both delightful and familiar.
Teamwork and Business Strategy
While Sepideh’s creative vision has been central to the success of Prague Pastry, she is quick to credit her team for their role in maintaining the high standards of quality and creativity. She explains that every decision made at Prague Pastry is a collaborative effort, with input from all members of the team. “It’s not like I come in tomorrow morning and say, ‘I want to do this now,’” she says. Instead, decisions are made through consultation, ensuring that everyone is aligned with the company’s goals and values.
This teamwork-based approach has allowed Sepideh to focus on both the operational and creative aspects of the business. While she is no longer involved in every detail of the day-to-day operations, she remains deeply connected to the brand’s vision and the development of new products. Her ability to delegate while still maintaining creative control has been key to the sustained success of Prague Pastry.
Overcoming Challenges: Resilience in the Pastry Industry
Building a successful brand in Iran’s competitive pastry market has not been without its challenges. Sepideh discusses the difficulties of maintaining consistent quality while also introducing new products in a market that can be resistant to change. From sourcing high-quality ingredients to navigating the logistical challenges of running multiple locations, Sepideh has faced numerous obstacles throughout her career.
One of the most significant challenges has been sourcing the right ingredients. Iran’s restrictions on imports have made it difficult to consistently access high-quality materials, a challenge Sepideh has had to creatively work around. Despite these hurdles, her resilience and commitment to excellence have allowed Prague Pastry to thrive. “At times when things got tough, it was really Amir [her partner] who pushed me forward,” she reflects, expressing gratitude for the support she’s received from her family and her team.
The Future of Prague Pastry: Innovation on the Horizon
As Prague Pastry celebrates its 18th anniversary, Sepideh is already looking to the future. While the brand has established itself as a beloved institution in Tehran, she remains focused on growth and innovation. She hints at exciting new projects on the horizon, with plans to expand the menu and introduce even more innovative flavors and experiences for her customers.
Looking ahead, Sepideh’s goal is to strike a balance between maintaining the beloved classics that her customers adore and pushing the boundaries of what is possible in the pastry world. “I always wanted to bring something new here, something we didn’t have before,” she says, echoing the sentiment that has driven her career from the very beginning. Her vision for the future of Prague Pastry is one of continuous evolution, always striving to offer something fresh and exciting to her audience.
Conclusion
Sepideh Yaghoubi’s journey is one of passion, resilience, and an unwavering commitment to creativity. From her early days of baking at home to founding Prague Pastry, one of Iran’s most successful pastry brands, Sepideh has consistently pushed the boundaries of what is possible in the culinary world. Her approach, blending innovation with tradition, learning with experience, and creativity with a deep understanding of her audience, offers valuable lessons for aspiring entrepreneurs and creative professionals alike.
As Prague Pastry continues to grow and evolve, Sepideh’s story reminds us that true creativity is not just about bold new ideas—it’s about understanding your craft, mastering the fundamentals, and never stopping the pursuit of excellence. For Sepideh, the journey has just begun, and her continued success is a testament to the power of passion, dedication, and the relentless pursuit of innovation.