A conversation with
Emmanuelle Sawko
Emmanuelle Sawko is calm and welcoming, just like her apartment, located in a tiny cul-de-sac in the heart of the hustle and bustle of central Paris. It's a serene, timeless space that invites you to disconnect. The decor is personal and tasteful, with a few designer pieces, but nothing ostentatious.
Describe your living space in your own words. The lights, the sounds, the smells...
For me, light is very important. In an apartment, I need brightness and clarity. This perhaps comes from my years spent living in Dubai, where I was lucky enough to live in the sun. In my Parisian apartment, I need space and breathing space. I also really like plants. I put lots of plants here by the windows. And I like quiet apartments. Yet I am truly in the heart of Paris. But this place exudes a lot of serenity and calm, and it soothes me enormously, especially after hectic days. I like to find myself in this cocoon of peace, calm, and light.
How did the Wild & The Moon adventure begin?
Thanks to my children, I think. I wanted a project that would do good, a virtuous project. It all started with my first concept store in Dubai, Comptoir 102, which I launched nine years ago when we moved there. I opened a place to sell lots of things that I missed or loved. It's a concept store for fashion, design, jewelry, and clean beauty products. There's also a canteen. There was nothing at the time; it was the first healthy restaurant in the region. I dreamed of New York in this strange life in Dubai, which is a bit of an empire of junk food, among other things, which made me want to create something different for this city. This place took off immediately. People were interested in a new way of eating based on seeds and plants. A very plant-based and organic diet. The challenge was to find local farms that worked organically. It was very little developed there at the time, and I noticed a growing interest. This gave me the desire to create an even more virtuous, cleaner, greener, and more collective project. Hence the idea for Wild & the Moon, a vegan restaurant chain.
Did you grow up with a taste for healthy food?
Yes, it's part of my story. It's even one of my driving forces. I was lucky enough to grow up with a mother who was aware of the role of food on health. She was already convinced at the time that we could eat better and heal ourselves with plants. I was raised in Switzerland, very close to nature, the mountains, and the sea. And I had a great-uncle who had a farm in the Basque Country where I spent all my holidays. I think it was very formative for me to grow up close to animals and nature. There must have been a connection that was created at that time. What I do today didn't happen by chance; this very strong connection I have with nature certainly influenced my decision to work with plants.
« I wanted a project that would do good, a virtuous project. »
Can you tell us about your daily green actions?
I only travel by bike, in all weather. Whether it's snowing, raining, or sunny, I never take a car. It's one of my first green gestures. And then obviously, after that, more classic things: I sort my waste, I don't eat animals, I never leave the taps running, I always turn off the light after me, I buy in bulk whenever I can, I avoid plastic by all means possible. It's not easy, but I'm actively fighting against plastic. I think my biggest gesture is Wild & the Moon, but these everyday gestures are important too. I hope I've taught them to my children.
With WILD & THE MOON, what are your commitments to the planet?
It's a 100% plant-based concept that doesn't contain any animal products, fruits that have been grown respectfully, sustainable organic farming, local when possible. We're not 100% local because we work with a lot of superfoods that often come from faraway countries. But it's also a guarantee of quality because we try to use extremely high-quality products that haven't been processed, that are processed without additives, obviously, without chemicals. We also try to actively combat food waste. This is a very important subject for me. How not to waste, how to transform? Giving new life to food that we might have thrown away. We transform a lot of things, from carrot tops to melon or watermelon rinds. We also recover the pulp of fruits and vegetables that we press to make crackers, cookies, etc. We imagine new recipes from leftovers. We also work with apps like Too Good To Go , which allow us to get rid of unsold items at attractive prices. In Dubai, we also compost a lot. Here, we have less opportunity to do so, but in Dubai, we're more advanced on these issues. We also work with plant-based materials for our packaging. It's also a way to fight against plastic, to have cleaner packaging, knowing that there's still a lot of work to be done in this area. It's not something easy to find, and these are choices that aren't easy to make when you have a startup, because it's much more expensive than working with more conventional products or packaging. But for me, it's essential.
You say you want to make WILD & THE MOON the Starbucks of organic food. Is it important to you to democratize vegan food, to make it accessible to everyone?
That's my big dream. We're still a long way from that, obviously, but the idea is to make an extremely healthy way of eating very popular. How do we do that? We don't tell people what to eat or not eat. I think it's really up to each person to decide, but if the food is good, people come back because pleasure is, of course, the number one key. We also notice that eating this way provides real vitality, and I think it's very addictive. Once we've demonstrated that, I think we've really won the bet, and that's how it spreads. It's not a punishment to eat healthy. It's not just seeds and greens; it can be extremely tasty. We wanted to show the French that even a shot of spirulina or turmeric obviously has an interest in health, but also in taste. I think that's how we managed to grow quite quickly and how the French became interested in this type of food.
« It is a 100% plant-based concept that does not contain any products of animal origin, fruits that have been grown in a respectful manner, sustainable organic farming, local when possible. »
What are your tips for eating healthy when you're short on time?
Eating healthy, why should it take more time than eating unhealthily? An avocado toast, when it's in season, with bread that isn't industrial, I don't see how it's more complicated than going to the supermarket to buy industrial bread. It really doesn't seem as time-consuming to me as eating healthy. You just have to eat at the markets, choose seasonal fruits and vegetables, make a salad with good olive oil, have fun mixing vegetables, seeds or vegetable proteins. It's just a matter of taking a little time, but I don't spend that much time in the kitchen. It's pleasant to cook, it's good for the body and the mind. For me, it's really a way to unwind, it's a meditative state.
Have you managed to convert your children to healthy food or do you ever find them at McDonald's?
(laughs) So yes, it happens to them from time to time! I am against dogmas in food and in general. What is certain is that at my house, there are no industrial products, they do not have access to that food at home. The pleasure of eating together is essential. I cook, we get together every evening around a healthy dish and everything that comes from my house is healthy. That is my rule. There will never be Coke at my house, nor processed products. The children are used to it. On the other hand, if they want to order a McDonald's from time to time, I let them do it. It is up to them to find their own way, I am not behind them. They are aware, they know exactly what is their basis, what is good for their health and what is not. It is up to them to make their own experiences.
If you had to create a recipe using your favorite plant?
I have a lot. I like hibiscus, for example. I often make hibiscus iced tea infusions. I also like sage, mint, etc. I find iced tea with fresh mint delicious. Sage infusions in the evening are great too.
We have chosen the Elegant, the Dreamy and the Pampered for you, what do they mean to you?
I think they're very soft, very feminine, sensual names. That's probably what attracts me. They're names that have a dreamy connotation, and I think we need that right now. Softness too. I struggle every day in my job, and I need a little softness to balance it out.
What are you most proud of in your accomplishments?
Of my five children. The three real ones: Thaïs, Joseph, and Vladimir. And then the two who came after: Comptoir 102 and Wild & the Moon. It's true that I'm proud of the company I started, and so are my children. It wasn't always easy for them because there were a lot of sacrifices. When you start a company, all you do is work; you have fewer vacations, weekends, or evenings. I've never opened a schoolbag in my life. Luckily, I have great children who are very independent and work well. They participated a lot in our projects, are very curious, and wanted to know everything about the companies we created. They were always interested in what we did and the values we hold dear. It's a great source of pride for me.
If you had to imagine a collaboration with By Charlot, what would it be?
I would imagine a juice or water infused with one of your plants. I think that would be really nice. Or some pretty ceramic pots. I love design, I take care of the creative side of our brands, among other things, and I'm a big fan of ceramics, so yes, the pretty By Charlot x Wild & the Moon ceramic pots!
— Photographs and text: Andrane de Barry
