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Armenia is known for its breathtaking landscapes, culture, and organic cuisine that reflects the country’s traditions and ancient history. But with its traditional take on food, who says no one can innovate and explore its possibilities to be taken to the next level? Even more, introducing it to places outside the country!
Ella Madatyan, a 38-year-old CEO of the Papillon Bakery, has proven that Armenian cuisine has what it takes to be known. She surely taps on anyone’s cravings by innovating traditional Armenian pastries, creating new products in her bakery, and posting them on social media.
An Innovative Entrepreneur
Being in the business for 14 years, she has explored innovative ways to make her products stand out. Not to mention, her marketing strategies that cut through her customers’ and social media followers’ interest.
Her deliberate marketing skill may come from the fact that she studied marketing before going full-time in her bakery business. Halfway into her studies, her father asked her to take over one of his businesses, which is currently the Papillon Bakery.
Through the years, Ella has been seen on different media outlets like Fox News and a few times at KTLA 5 Burrous Bites. The public loved her pastries and different products, which led her to be awarded a Certificate of Recognition from assemblyman Adrin Nazarian.
How She Started
Ella was born in Armenia and moved to America when she was four. Her interest in running a business is rooted in her father, who opened several businesses. She was fortunate enough to work alongside him, and from here, she was eager and fascinated to know how each business ran.
When it was her time to handle the business given by her father, one failing bakery did not stop her from continuing her entrepreneurial ventures. She turned one into five bakeries by selling contemporary Armenian pastries.
But while she takes care of her business, it is inevitable for her personal life to get in the way of her aspirations. She was married for eight years, had three kids, and had to go through a divorce. With all of this, her family was her anchor.
She turned her negative experiences into positive ones by using them to work harder for her children. Also, she used it to inspire other women who cannot leave toxic relationships. Despite her situation, she still bloomed and aimed for more success.
Papillon Bakery Is The Taste Of Armenia, With A Twist
The secret in her unique and innovative pastries? It’s in the dough, and only two people know the recipe. It is light, and you won’t feel heavy after eating it.
Her products can certainly bring everyone the taste of Armenia. But what’s different about her pastries is the modern take of being creative on the filling and look of the products.
Papillon bakery has it all: empanadas, ponchiks, pizza, bread boat, jingalov, or perashkis. Not only do they sell tasty ponchiks for the sweet tooth. But they also offer savory pastries like pizza, jingalov, or perashkis that can be filled with beef, mashed potatoes, or greens.
They also make it to the point that they bake pastries according to a holiday occasion. For example, they make bunny-shaped ponchiks for Easter and heart-shaped ones for Valentine’s day.
Using Social Media
Turning to social media has been one of Ella’s key factors in her bakery’s success.
Thanks to Instagram, she has reached many people and persuaded them to try her pastries, and guess what? Even Kim Kardashian tried Papillon Bakery’s products too! She posts all the new cravings, and everything becomes a hit.
But for her, using social media has not been only for business purposes. She finds motivation to work from women sending her messages on Instagram, asking how to slip away from unhealthy relationships.
Her willingness to help them comes from her drive to get to a place where she can help these women escape a relationship that no longer serves them. She believes that there has to be a reason why she had to experience marriage and relationship struggles.
Her Friendly Stores
She has been managing the Papillon Bakery since 2008 and is currently juggling five store locations:
- North Hollywood
- Glendale Glenoaks
- Glendale Central
Entering the bakery, one can feel the family-friendly energy from the colors you see on the interior to the packaging of the pastries. Even the bakery’s logo gives off a fun and imaginative vibe. Every corner is marketable and Instagram-worthy.
Certainly, her stores bring a sense of delight! They can make people experience the rich culture Armenia has as they explore different tastes that mirror the customs and history of the country.
On Conquering Entrepreneurial Struggles
Just like any other entrepreneur, business struggles are normal to experience. It takes strength to fight and recover from these challenges.
Although Papillon Bakery thrived during the COVID-19 pandemic, it has not always been a success and places at the top for Ella.
She had her fair share of entrepreneurial trials. Aside from a failed bakery during her first years, she had a spot in Hollywood named OG WINGZ that turned out in a way she did not want to. The pandemic made Hollywood a ghost town, leaving no customers for Ella’s business.
Clubs were closed, tourists could not go to the states, and she could no longer bear the rental and overhead fees. She considers it one of the biggest business hurdles she had to face.
But her attitude to be successful pushes her every day. Right now, her value of loving work and doing her best in everything lives on, sparking more motivation to open more businesses.
What’s Coming Next For Her
Ella plans to franchise two more Papillon Bakeries by next year. But her girl bossing plans do not only include the expansion of her bakery. She is also considering putting up a clothing line that will help her open a non-profit for domestic violence victims. Her passion is to listen to and help other women succeed in their businesses.
She believes that it is harder for them to make a name in the industry. Perhaps giving the support that they need would inspire them to move for their dreams and spark hope for the younger generation. Her intention to help women does prove that she empathizes with their needs and that her heart is for them.