A conversation with
Emmanuelle Sawko
Emmanuelle Sawko is calm and welcoming, much like her flat tucked away in a tiny cul-de-sac amid the hustle and bustle of central Paris. It's a serene, timeless place that invites you to switch off. The decor is personal and tasteful, with a few design pieces here and there, but nothing showy.
Describe your living space in your own words. The light, the sounds, the scents...
For me, light is really important. In a flat, I need brightness, clarity. That probably comes from my years living in Dubai, where I was lucky enough to live under the sun. In my Parisian flat, I need space and room to breathe. I'm also very fond of plants. I've put lots of them here by the windows. And I love calm flats. Yet I'm truly in the very heart of Paris. Still, this place gives off so much serenity and calm, and it soothes me enormously, especially after hectic days. I love coming back to 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 does some good, a virtuous project. It all began with my first concept store in Dubai, Comptoir 102, which I launched nine years ago when we moved out there. I opened a place to sell all sorts of things I missed or simply loved: a concept store for fashion, design, jewellery and clean beauty products. There's also a canteen. At the time, there was nothing like it, it was the first healthy restaurant in the region. I dreamt of New York amid this strange life in Dubai, which is something of an empire of junk food, among other things, and that's what made me want to create something different for the city. The place took off straight away. People were keen on a new way of eating, built around seeds and plants: a very plant-based, organic diet. The challenge was finding local farms working organically. It was barely developed there at the time, yet I noticed a growing interest, which made me want an even more virtuous project, even cleaner, greener and more collective. Hence the idea of Wild & the Moon, a chain of vegan restaurants.
Did you grow up with a taste for wholesome food?
Yes, that's very much part of my story. It's even one of my driving forces. I was lucky enough to grow up with a mother who was well aware of the role food plays in health. Even back then, she was convinced 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 with a farm in the Basque Country, where I spent all my holidays. I believe growing up so close to animals and nature was truly formative for me. A bond must have been forged then. What I do today didn't happen by chance: that very strong connection I have with nature has certainly shaped my decision to work with plants.
« I wanted a project that does good, a wholesome project. »
Could you tell us about your everyday green habits?
I only ever get about by bike, whatever the weather. Snow, rain or shine, I never take the car. It's one of my earliest green habits. And then, of course, the more classic things followed: I recycle, I don't eat animals, I never leave the taps running, I always switch off the light after me, I buy in bulk whenever I can, I avoid plastic by every means possible. It isn't easy, but I actively fight against plastic. I think my biggest contribution is Wild & the Moon, but these everyday habits matter just as much. I do hope I've passed them on to my children.
Speaking of which, what commitments have you made with WILD & THE MOON for the planet?
It's a 100% plant-based concept with no animal-derived products whatsoever, fruit grown with respect for the environment, organic farming practised responsibly, local whenever possible. We're not 100% local, as we work with a lot of superfoods that often come from far-flung 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 prepared without additives, obviously, and without chemicals. We also try to actively fight against food waste. For me, that's a really important issue. How do you avoid waste, how do you transform things? Giving a second life to food that might otherwise have been thrown away. We transform all sorts of things, from carrot tops to melon or watermelon rinds. We also recover the pulp from the fruit and vegetables we juice, to make crackers, cookies and so on. We dream up new recipes from leftovers. We also work with apps like Too Good To Go, which let us get rid of unsold stock at attractive prices. In Dubai, we also compost a great deal. Here, we have fewer opportunities to do so, but in Dubai, they're further ahead on these matters. We also work with plant-based materials for our packaging. It's another way of fighting against plastic, of having cleaner packaging, though there's still a great deal of work to be done on that front. It's not an easy thing to find, and these aren't easy choices to make when you're running a start-up, because it's far more costly 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. Is it important to you to democratise vegan food, to make it accessible to everyone?
That's my great dream. We're obviously still a long way off, but the idea is to make a truly healthy way of eating widely popular. How do we go about it? We don't tell people what to eat or not to eat. I think it's really up to each person to decide, but if the food tastes good, people come back, because pleasure is, of course, the number one key. We've also noticed that eating this way brings real vitality, and I believe that's genuinely addictive. Once you've proven that, I think you've really won the bet, and that's how it spreads. Eating healthily isn't a punishment. It's not just seeds and greens, it can be wonderfully tasty. We wanted to show the French that even a shot of spirulina or turmeric clearly has a benefit for health, but also for taste. I think that's how we managed to grow quite quickly, and how the French became interested in this kind of food.
« It's a 100% plant based concept containing no products of animal origin: fruits grown with respect for nature, through sustainable organic farming, local wherever possible. »
What are your tips for eating healthily when you're short on time?
Eating healthily, why should it take any longer than eating unhealthily? An avocado on toast, when it's in season, with proper bread rather than something industrial, I really don't see how that's more complicated than popping to the supermarket for a mass-produced loaf. Eating well really doesn't strike me as time-consuming. You just need to shop at the markets, choose fruit and vegetables that are in season, make yourself a salad with a good olive oil, and have fun mixing vegetables, seeds or plant-based proteins together. It's simply a matter of taking a little time, but I don't actually spend that much time in the kitchen. Cooking is a pleasure, it does good for both body and mind. For me, it's really a way to unwind, a sort of meditative state.
Have you managed to convert your children to healthy eating, or do you still catch them sneaking off to McDonald's?
(laughs) So yes, it does happen from time to time! I'm against dogma when it comes to food, and in general. What's certain is that in my home, there's no processed food whatsoever, they simply don't have access to that kind of thing at home. The pleasure of eating together is essential. I cook, we all gather every evening around a healthy meal, and everything that comes from my kitchen is healthy. That's my rule. There will never be any cola in my house, nor any processed products. The children are used to it. That said, if they fancy ordering a McDonald's from time to time, I let them. It's up to them to find their own way, I'm not hovering over them. They're aware, they know exactly what their foundations are, what's good for their health and what isn't. It's up to them to make their own experiences.
If you had to invent a recipe based on your favourite plant?
I'm rather spoilt for choice. I'm fond of hibiscus, for example. I often make iced hibiscus tea infusions. I also love sage, mint... A fresh mint iced tea is simply delicious. Sage infusions in the evening are lovely too.
We've chosen L'Élégante, The Dreamer and la Dorlotée for you, what does that bring to mind?
I believe these are very soft, very feminine, sensual names. That's probably what draws me to them. They're names with a touch of dream about them, and I think we need that at the moment. Some sweetness too. I fight every day in my work, and I need a bit of sweetness to balance it out.
What are you proudest of having achieved?
Of my five children. The three real ones: Thaïs, Joseph and Vladimir. And then the two who came along afterwards: Comptoir 102 and Wild & the Moon. It's true that I'm proud of the company I built, and my children are too. It wasn't always easy for them, because there were a lot of sacrifices along the way. When you start a business, all you do is work, you have fewer holidays, weekends or evenings off. I've never once opened a school bag in my life. Luckily, I have wonderful children who are very independent and hardworking. They've been very involved in our projects, they're endlessly curious, and they wanted to know everything about the companies we were creating. They've always taken an interest in what we were doing and in the values close to our hearts. That's a great source of pride for me.
If you had to imagine a collaboration with By Charlot, what would it look like?
I'd imagine a juice or an infused water made from one of your plants. I think that would be really lovely. Or perhaps some beautiful ceramic pots. I adore design, I look after the creative side of our brands among other things, and I'm a huge fan of ceramics, so yes, beautiful ceramic pots, By Charlot x Wild & the Moon!
Photographs and text: Andrane de Barry
