Snug, the first American and vegan coffee shop in Italy. An enchanting place inspired by the warm and inviting atmosphere of vintage armchairs and Sunday brunches made in the USA, giant cakes and cups of coffee, the TV series Gilmore Girls, and respect for animals—all passions that Ilaria Belbusti, founder and director, cultivated during her travels in New York. Bringing this dream, with a vegan and sustainable approach, to an abandoned neighborhood in Rome, now undergoing redevelopment thanks in part to this project, was a challenge for Ilaria. She is all feminine, all constantly blossoming. Because only by acting consistently with her essence has she been able to make a difference, find her path, and make a significant contribution to so many other women and, by extension, to society as a whole. A feminine, ever-blooming space. Because only by acting consistently with her essence has she been able to make a difference, find her path, and make a significant contribution to so many other women and, by extension, to society as a whole.
You’ve achieved a dream, one that’s sustainable for the environment and for people. What growth has moving in this direction meant for you as a woman?
Looking back, I’ve faced countless challenges. First of all, I faced internal obstacles, including my lack of confidence as an entrepreneur, fueled by society’s perception of women in this role, which wasn’t considered adequate. Unless you’ve studied specifically, society rarely teaches you how to save, how to interact with a bank, or how to make investments. I didn’t feel capable, so I had to train, study, and fight to feel worthy. I had to face my internal battle with impostor syndrome every day, overcoming this sense of inadequacy that we’ve internalized and that we must struggle with to find our place in the world. As a result, I’ve greatly strengthened my identity.
And how did the relationship with the banks evolve to obtain financing?
It was incredibly difficult. I’m the sole partner; when I opened, I was under 35, and for them I had zero credibility. Even though I brought them documentation with a flawless business plan, it wasn’t enough. They asked me: Are you really alone in this? Have you talked to your husband about it? They weren’t the only professionals I’ve interacted with who had this kind of resistance. I encountered the same skepticism from the artisans I had to work with. I realized that every step I took involved three times the effort a man would have put in. It was extremely challenging to gain this legitimacy, and exhausting because I had to build it from within and then continually assert it.
If you could do it again, would you do something differently?
Perhaps. I wouldn’t compromise on my life so much. I focused completely on the experience a woman had when she came to Snug as a customer. I focused on the quality of life of the women who work with me, treating them as best as possible, as I would have liked them to treat me. But I didn’t treat myself the same way. I’m a woman too, I need to be protected too, I have a life too, and I have a value that deserves quality. I’d like to be an example that shows that martyrdom isn’t necessary for success. Unfortunately, in hindsight, I see that I have to conquer this aspect. It’s not that I fight for all women except myself. Because then we’re not all. Now I’m working on this aspect.
So, do you feel this care for your life is connected to a vegan diet?
Absolutely. As someone with a history of eating disorders, deciding not to introduce violence into my body but rather harmony and sustainability has truly made a difference. It’s an expression of love and respect for the dignity of life. It’s a choice that nourishes you and contributes both to your physical and emotional health and to having a less negative impact on the environment.
What future do you envision for Snug?
I wish there were a situation like this everywhere in Italy. I’d love for people who write to me asking, “I live in the north, but how do I do it?” or who live on the islands to be able to access it daily. I’d love for a more widespread example of this kind.
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