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Icon of the month: Emma Sawko, founder of Wild & the Moon and Comptoir 102
Victoria Leriche
25/01/2022
Meeting with Emma Sawko, founder of Wild & the Moon and Comptoir 102, places not to be missed.

Can you describe your background and tell us what made you want to start?

After working for a large advertising group in Paris for a few years, I wanted to work on a concept of my own, to find my place. Not that I was unhappy in advertising, it was the good years, but I felt that everything in me was not aligned, there was like a small void, a small area of darkness that allowed introspection and made me wonder about the role I wanted to play in life. When I arrived in Dubai, where I followed my husband, I knew that my time had come even if the landing in this strange city was very complicated for me. That's when I decided to open the first concept store in the region, Comptoir 102 : it's a space where design, fashion and jewelry are mixed, with an organic restaurant, opened in 2012.

Later on, I wanted to push this concept of healthy and respectful eating a little bit further with a sense of individual responsibility and a big desire for the collective. That's how we started Wild & the Moon. For those who are interested, I tell my whole story in my book, I do the whole introduction on my journey.

Why did you decide to open your first Comptoir 102 restaurant in Dubai?

I followed my husband... so far not very original. When I opened my concept store, I couldn't find a healthy lunch spot in the city. I had lived on plant-based food in the juice bars of New York, but here there was not a single organic or healthy restaurant. I missed it, I listened to a little voice that whispered to me: create what you miss... I would never have imagined such a continuation...

Can you tell us the history of Wild & the Moon? What do you find there?

The store's customers immediately loved the restaurant at Comptoir 102. People came, asked questions, wanted to make the same recipes at home. In fact, I discovered that there was a strong demand to take care of oneself, and learn how to eat well - something we had no idea was going on in the Emirates at the time, as it was the kingdom of junk food. And Wild & the Moon was born out of this demand for healthy, local, seasonal, organic, respectful but above all joyful food, where I wanted people to meet, in a spirit of urban community around themes such as the plate but also environmental issues.

A story behind the name?

Wild evokes the original, organic, unprocessed, non-hybridized ingredient.

Moon evokes the cycle of nature, the seasons, femininity. A subtle cycle; most humans live without worrying about the moon, and yet, if we take the time to stop, to be attentive to it, to tune into its rhythm, a new virtuous circle is set up: of calm energy, of gentleness, of serenity, of benevolence for the planet.

How would you describe the recipes of Wild and the Moon?

These are joyful, vitamin-packed, simple but creative recipes, the kind that nourish the body and the soul. The whole point is to show that 100% plant-based is not boring, that you can enjoy plants with a little creativity.

Decorations that are always beautiful and represent you. Where do you find inspiration?

I have always had a taste for decoration. Since I was a little girl, I have always been interested in places and what they have to offer. I think that traveling has also enriched me. I'm often told that Wild & the Moon spaces are a cross between American culture, cool and relaxed, and French culture, chic and refined. These are my two nationalities.

After Dubai and Paris. Do you plan to open your green canteen and concept store in New York?

I would like to, let's say it's in the plans, when Trump calms down.

How would you describe the term "healthy"?

It's a bit of a catch-all term and there's healthy in all sorts of ways nowadays. It just means "healthy", so it means a lot of different things to different people, but I think it's great that "healthy" is finally in fashion!

You just launched your cookbook. What is the must-have recipe in your book?

Hummus brings me back to the sweetness of life in Dubai. It is truly " comfort food" : soft, creamy, regressive. It's easy to make, the ingredients are in the cupboard, it's packed with protein, it can be customized in 2 seconds with whatever you have on hand, everyone loves it and it can be cooked in any season. I could have kept only this recipe, but it was too short to publish a book.

What are the Wild Recipes in your book?

Summer or winter salads, light or comforting soups, family meals or meals on the go, bowls, noodles, shakes. And also detox or vitamin-enriched juices, smoothies for children and smoothies for sport, porridges, bars and energy snacks, gourmet or light desserts. All plant-based, gluten-free, beautiful and super tasty.

Any tips for managing your daily life as a mom and entrepreneur?

Not really, I find it hard like all the other mompreneurs I know. I just try to stick to my routine: 1 hour of sport every morning, family dinners and vacations in disconnection mode (I didn't win this last point but I don't despair of getting there one day)! And then I learned to "let go" on a lot of things, everything is not perfect, nor as I would have imagined. It's often a bit of a mess, often imperfect... but whatever happens, in this blur, I put a lot of love. The rest is of little importance...

What advice would you give to a young woman who wants to start out?

To never lose sight of the final objective, even if the paths taken are full of pitfalls (a lot of them) and it is often tempting to take the side roads that would make us deviate from our values...

What are your wellness tips as an entrepreneur?

Find a business, an idea, that resonates with you. I am also a big believer in "there is no better business than a business that does good".

What does D+ for care mean to you? What is your relationship with food supplements?

I obviously prefer a healthy diet above all, and ideally we shouldn't need supplements... except that when we work like crazy, when we are stressed, when we live in a polluted environment, a little boost doesn't hurt! So I take supplements every day.

Just between us ... Do you recommend D+ for care to your friends or is it your best kept beauty secret?

I'm a sharing kind of person... I would never have written a cookbook otherwise. . By the way, you can now find your brand at Comptoir102, and I am very picky!

What is your best kept beauty tip? What is your morning ritual to get in shape?

1 hour of sport before breakfast, rain, snow or shine.

What is your mantra for the end of the year? The one to stay motivated no matter what happens in your entrepreneurial life.

Uh for 2020...?! Keep swimming! :)

Otherwise for the "normal" years: Ever tried. Ever failed. No matter. Try again.

What makes you feel beautiful?

Freedom.

In which D+ for care women do you recognize yourself?

  • The natural and life-centric woman: taking care of myself starting from the inside, the best of nature to get the best out of me.
  • The woman on the go: the gesture is effective, the stick can be taken everywhere.
  • Freedom Freak': mixing freedom, festivities, nonchalance
  • The cheeky one: compensating my busy schedule for a clear conscience and beautiful skin.

And finally ... "Less is more Less is more" or "More the better"?

Less is more, of course, even if my bathroom shelves are full of (clean) products to try :)