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About us

Mjuk lov means “a soft promise.”

Long before it was a promise to anyone else, it was one we’d been keeping to each other for years. We’re a couple, and we’ve spent our lives around food.

One of us is a chef and a coffee person — years spent training palates, teaching sensory work and barista craft to other people who do it for a living. The other is a painter who ran workshops for years, and taught people who were certain they “weren’t creative” that they were, in fact, exactly that.

Making something with your hands, and giving it to someone, is one of the best things a person can do.

Two different crafts, one belief we keep returning to. And three places live in everything we bake.

Iran
the roots. everything starts in a kitchen that smells like home.
Italia
is where the knowledge deepened. We already carried some from home; seven years there, hands in the dough, taught us the rest.
Göteborg
is where we’ve landed, and where mjuk lov is baked today, out of a home kitchen.

Everywhere we’ve travelled and tasted has left something behind in it. Here is what we believe. Food is art, and like any art it isn’t meant to be watched from a distance — it’s meant to be made, even by someone who has never held a piping bag.

The taste is the memory: one bite can carry a whole afternoon, a whole person, the whole reason you gathered.

So mjuk lov isn’t only one thing. Some of what we make, you finish yourself — the DIY cake kits and the party boxes, where the decorating is the fun and imperfect is the point.

Some of it we simply bake and hand to you, finished and ready, the way we’d set it in front of someone at our own table. However it reaches you, it was made to be shared — and to become the taste you remember it by.

That’s the soft promise.

mjuk lov