Elisa Marshall on Building Maman Through Hospitality, Community, and Thoughtful Design

“And ironically, we created a to-go concept that was so cozy and so warm and welcoming and charming and something so different than what was offered in New York at the time that people wanted to stay.”

Long before Maman became a 53-location café brand, Elisa Marshall was testing business ideas as a teenager, selling Spice Girls collectibles online and learning firsthand how customer experience shapes loyalty. Years later, after working across fashion, catering, event planning, and hospitality, she found herself searching for a business that could bring all of her interests together.

What emerged was Maman: a café concept built around warmth, design, community, and the belief that small details create memorable experiences. From hand-painting walls in the first Soho location to carefully sourcing vintage plates and furniture, Elisa approached every aspect of the business with intention.

In this episode of the Entreprenista Podcast, Elisa Marshall, co-founder of Maman, shares the inspiring story behind building one of the most beloved café brands in the country. What started as a cozy Soho storefront in 2014 has grown into more than 50 locations across North America, all fueled by passion, creativity, and an unwavering commitment to community and connection.

You can listen to the full episode on Spotify and Apple Podcasts.

Here Are a Few Moments From the Podcast

Elisa shares how her entrepreneurial journey started long before Maman, with a surprisingly successful eBay business at age 12:

"eBay just started and I was collecting everything Spice Girls.

I got a duplicate Jerry Barbie doll as a gift and my dad said, 'Why don't you put it on eBay?'

We put it online and the bids just kept going up. So then I started buying all the dolls I could find and flipping them because they weren't available in the US yet.

I picked up the entrepreneurial bug very early on."

She explains that Maman was born from a desire to combine multiple passions into one business:

"I found myself doing five different jobs at twenty percent.

I had a career in fashion. I loved baking. I had a catering company. I was planning weddings.

I kept asking myself where the job was that checked all the boxes.

It didn't exist, so I knew I had to create it."

The first Maman location came together through resourcefulness, family support, and a lot of hands-on work:

"We dumped everything into it financially and physically.

We sanded the floors in the space. I hand painted the walls. My parents were there, Ben's parents were there. We had to cut back the painting from the contractor because we couldn't afford it.

We had to cut things from the contractor budget because we couldn't afford them.

Most of our money went to the equipment, so we put the labor in ourselves."

One of the biggest turning points came when customers started using Maman differently than intended:

"Initially our perception of New York was that people wanted everything to go.

We created this cozy and warm environment, but people didn't want to leave.

We constantly had a lineup of people waiting for tables.

That's when we realized we needed to pivot and create more space for people to stay."

Looking back, Elisa says learning to trust her team was one of the most important leadership lessons:

"I wanted to do everything.

I wanted to meet every customer. I didn't trust anyone else at the cash register. I didn't trust anyone else setting up events.

I was close to burnout.

Eventually I realized not only could other people help me, but some of them were actually better than I was."

Her philosophy on growth comes down to something many businesses overlook:

"So much of our success comes down to paying attention to the small details.

People told me we should stop buying vintage plates and just order everything in bulk.

But those little details create a feeling.

Some customers can't even identify exactly what they're noticing, but together those details make the experience memorable."

You May Also Like

• Lori Harder, Gloci: How She Turned Setbacks Into a Multi-Million Dollar Brand
• How Julia Haart Reinvented Her Life at 42 from Restrictive Upbringing to Fashion Leader
• How Siham Lahmine Built a Travel Business Rooted in Culture and Connection

Curious about joining the Entreprenista League? ⁠Sign up ⁠here⁠⁠ for a free info session.

Connect with Elisa:

• @_byeelisa_ on Instagram
• @_mamannyc_ on Instagram
• Visit a maman cafe near you!

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Updated on: June 26 2026