When a love of Coffee becomes a business: The story of Valentina Gazvoda

Valentina Gazvoda knows exactly what she wants – a good cup of coffee. Not the kind from supermarket chains or vending machines, but genuine specialty coffee. This coffee grows at high altitudes, between 1,000 and 3,000 metres. It is hand-picked and carefully processed, meant for those who seek more than just caffeine. The journey from coffee lover to entrepreneur was not simple for Valentina. Instead, it was a blend of coincidence, courage, and trust in her own judgement.

Speciality Coffee: The Best of the Best

Before understanding Valentina’s story, it is important to understand what specialty coffee is. Specialty coffee accounts for just ten per cent of global production – the very pinnacle of the coffee world. It thrives at high altitudes in unique microclimates that machines cannot reach, making hand-harvesting necessary. Only fully ripe, red cherries are selected, and each step of processing—from fermentation to drying and transport—is meticulously monitored and optimised. The difference between specialty and industrial coffee is comparable to the distinction between a fine bottle of wine and an ordinary table wine, or between first cold-pressed extra virgin olive oil and a standard blend. Specialty coffee offers unexpected and varied flavours, ranging from chocolate and hazelnut to fruity and floral notes. As Valentina describes, "It’s like wine. You don’t need to be a sommelier to enjoy it. You just need to be open and let it surprise you."

The beginning: Grega and coffee on the race circuit

The story starts with Grega, Valentina’s husband and a former professional cyclist. Cyclists who travel thousands of kilometres understand real energy needs. While visiting races across the world, Grega searched for quality coffee. He found it. He learned that specialty coffee does not upset the stomach, cause digestive problems, or lead to sudden energy crashes. Its flavour is richer and more complex. Grega became passionate about coffee, learning from each trip and every expert he met. Today, he has more than 20 years of coffee knowledge under his belt.

Valentina’s discovery

When Valentina returned from Hong Kong, Grega persuaded her to try specialty coffee. Until then, Valentina had not been an enthusiastic coffee drinker – on the contrary, the smell of ordinary coffee put her off. “I didn’t want to taste it, because even the smell of regular coffee was awful. But when I smelled this for the first time, it didn’t bother me at all,” she laughs. This marked the beginning of her journey – sip by sip, slowly, with curiosity. Soon, she found herself immersed in tastings, comparisons, and curiosity: why is this coffee so different? Why does ordinary commercial coffee leave such a different feeling?

The decision to change

At the time, Valentina worked in Ljubljana. She spent two hours in traffic every day. She began to wonder if this was what she truly wanted. Meanwhile, Grega was nearing the end of his cycling career. They started asking themselves what would make them happy, and the answer was obvious: coffee. “We were looking for something that interests us both,” says Valentina, “and this turned out to be the right compromise.”

Building a brand, step by step

Their decision was careful and gradual. They tested everything before investing. At first, they roasted at another roastery instead of buying equipment right away. Grega focused on roasting and developing coffee profiles. Valentina managed communication, sales, logistics, and their online presence. “We complement each other,” she says.

They named the brand Coffee Iconic and built it step by step, without unnecessary risk. “It was important that we didn’t put all our money into something and then realise it wasn’t right,” Valentina says.

Štartaj Slovenija: A story worth telling

For promotion, they applied for Štartaj Slovenija – not just for the prize, but for something money cannot buy: the chance to share their story. Valentina explains, "you couldn’t pay for enough advertising to spend that much time in the media telling your story – why specialty coffee is different from what most people drink." The event was also about education. The specialty coffee market in Slovenia was undeveloped, and customers had to be convinced that the value was real and worth paying for.

Education as part of sales

Selling specialty coffee in Slovenia was a challenge. Prices were much higher than those of commercial brands. “You can’t change the mind of someone who is convinced they’re already drinking the best coffee in the world overnight,” Valentina says with a laugh. “We give those people time. But those who try our coffee after a while notice the difference and come back.”

Today, they focus on cafés seeking higher-quality offerings and that special finishing touch. “If you already have a better steak and better wine, you need better coffee too,” Valentina illustrates. In addition, online sales continue to attract many individual customers, including people from the time of Štartaj Slovenija.

Together, each in their own way

People often ask how to balance their personal and professional lives. Valentina answers immediately: their roles are clearly divided, and they work together seamlessly. They do not have time for business conflicts, they enjoy them too much. Their families help with childcare, and mentors guide them on big decisions. “It’s great to have someone who tells you whether you’re thinking clearly or not. Emotionally, you’re too close to always see things clearly.”

Advice for those thinking about starting their own business

Valentina is not the type to shower younger generations with romantic stories about entrepreneurship. She knows that behind the dreams lie responsibility, uncertainty, and a demanding daily reality. But her advice is clear: “When you’re selling something you believe in, selling becomes much easier.”

To women thinking about starting their own business, she adds one more important lesson: “Don’t do everything yourself just to prove that you can. Accept help. There’s no medal for exhausting yourself.”

Valentina Gazvoda and Grega are proof that it is possible to turn love and knowledge into a lasting business – with a measure of prudence and one step at a time.

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