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From chemistry to cakes: Tamar Wiener’s entrepreneurial journey

Harry November 10, 2024

Tamar Wiener’s journey to Israel was not a simple one; rather, it was a path shaped by family, loss, and a renewed sense of purpose.

Born to an Israeli father and an Argentinian-Israeli mother, Wiener spent his childhood in Netanya before moving to Cincinnati, Ohio, but returned to Israel several times over the years. Although he enjoyed visiting Israel, he had never considered calling it home. But losing loved ones sometimes brings clarity you didn’t expect to find.

Wiener’s aliyah The journey didn’t officially begin until 2018, when he returned to Israel to bury his mother following her battle with cancer. In that moment of pain, clarity emerged and Wiener realized that Israel was where he belonged.

“I always thought of Israel as a place to visit, but this trip made me see it as home,” said the 33-year-old founder and owner of Beatriz Bakery. “I felt like I was getting back to where I needed to be.”

Austin Pets Alive’s now 11-year-old rescue dog with his trusty canine companion, Henry! In Austin, Texas, Wiener decided to return.

Beatriz Bakery cake (self-explanatory). (credit: Tamuz Rachman/Whip Creative Studio)

Making aliyah six and a half years ago not only meant reuniting with siblings and other family members, many of whom had remained in Israel over the years or returned voluntarily, but also pushed Wiener to make a career change he had previously made. It was not expected.

Wiener, who has an Israeli father and a mother who immigrated to Israel from Argentina, is one of the best possible examples of the future goals of Israel’s founders. He came to Israel to put down roots and build his future; He pushed himself to realize his dreams by returning permanently.

As owner of Beatriz Bakery, Wiener has embraced a community of entrepreneurs who contribute to Israel’s image as the land of opportunity. The friendships he made while honing his craft and building his business model would serve as his cheerleaders throughout this process.

organic roots

A lifelong organic chemistry enthusiast, Wiener was once so taken with his passion for hard science that he considered it a career. After teaching more than 2,000 students and working in green chemistry and pharmaceutical start-ups, his path took an unexpected turn during a gap year. Feeling the need for a change, he took a job washing dishes at a casual diner in Austin, and his love for food began to surface.

“Looking back I still have a passion chemical. “I was obsessed with it,” he recalled. “But I knew I couldn’t stay in this field forever.”

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After moving to Israel, Wiener briefly worked in a restaurant, where his Hebrew skills, which had weakened over the years, were put to the test. The frustration of not being able to read labels and menus fueled his determination to reconnect with the language. But he soon left the restaurant industry, initially hesitant to start his own business.

“I had friends who opened businesses and failed, especially in the food field. It scared me,” Wiener admitted. But a serious hand injury during the COVID-19 pandemic led to months of occupational therapy, during which time she rekindled her love for baking cakes in particular.

What started as a way to regain mobility in his hands, cooking quickly turned into a passion. Friends who tasted his creations encouraged him to open a business. “After listening to this over and over again, I finally got it,” he said.

Beatriz Bakery was born as an homage to her mother and her family’s tradition of celebrating through food. Wiener’s mother was not a professional cook, but she took great pride in making special cakes for every family celebration. This legacy continues through Wiener’s works, which quickly became popular throughout Israel, including among Jerusalem Post staff.

While Wiener’s mother inspired the opening of his business, he believes his father’s love and support were crucial in achieving his goals. “He always instilled great pride, not only in being Jewish, but also in being Israeli,” Wiener recalled from his childhood.

As a child in Cincinnati, he would show her a book of photographs from Israel, tell her the history of these places, and even relate his own experiences in each place. He felt a strong sense of homecoming from these stories alone.

“My dad is very special to me and really focused on teaching me to ask questions and stay curious,” she said.

“Thanks to him, I have always remained connected to culture and religion. I am deeply grateful to him for doing this because it led me to make aliyah. I’m grateful to be able to share my love and talent for desserts in this country, and the reason I’m in this country is because both of my parents, especially my father, spent a lot of time making sure I understood them. I felt connected to and proud of where I came from and even living in Ohio.

divine intervention

Along with a growing business, Wiener was also given opportunities to organize private culinary experiences for groups, allowing him to hone his skills. One of those experiences was running the kitchen at the annual Midburn festival, which was originally scheduled to end in 2015. October 7, 2023but withdrew to allow most of the festival’s founders to attend the Supernova festival in Re’im.

Since that weekend was now free, Wiener thought about going to Supernova and looked for a ticket. A sudden case of COVID kept him from leaving and saved him from a terrible fate. Most of Midburn’s executives, including the head of accounting who was the primary person responsible for processing refunds after the event’s cancellation, were killed at the festival, leaving the approximately 10,000 people due refunds with no recourse.

Instead of imagining the fine dining experience he had planned for months for his camp, he found himself imagining what might have happened if Midburn had been the scene of the massacre. This thought has been running through Wiener’s mind for a year.

“What would we do? I remember the video where you see the bodies at the vendor stand. Was I going to hide in the refrigerator? “My mind has put together images of how this could have turned out,” Wiener said. “Your brain is playing tricks on you; is there another dimension where I could be one of these people? It’s hard to imagine.

“Forget being a chef; How could I and the other camp leaders be responsible if something happened? As one of the leaders of the camp, I feel this weight now. “I feel like a camp mom,” Wiener added.

In the face of heartache and loss, nurturing loved ones became another coping mechanism that allowed her to put internalized pain to good use for those around her. Cooking and creating delicious meals will become a healthy distraction.

Wiener’s mother was not a chef; he was a scientist. “From day one the food, hospitality and celebrations were always great. She wasn’t a cake decorator, but she would work for hours, take care of us, and then stay up all night making these special cakes for us,” Wiener said. Magazine.

“It was important for my parents to see us happy. My mother had a cake decorating book; (It was) really from the ’70s. He would try to follow along.”

“I was actually his sous chef growing up,” Wiener recalled.

This continued until his mother’s last days. Amidst her intense sadness at what was about to happen, Wiener chose to ignore her birthday as her mother’s condition worsened. Her mother, who died a few weeks before her daughter’s birthday, still insisted on giving her a cake on her deathbed.

“He sent my stepsister to buy a cake from the blue grocery store. He sang ‘Happy Birthday’ to me; literally one of the last audio memories I have of my mother. After a few days he couldn’t talk anymore,” Wiener said.

This memory would follow him for years into the future.

Running a bakery presented some challenges. The first year was tough, but word-of-mouth recommendations helped Wiener build a loyal customer base. “I’ve spent so long perfecting my craft that I feel confident about it. “That’s what noticed me,” he said.

Wiener’s experience as an olah (Israeli immigrant) also played an important role in his work. Being international gives him an advantage and allows him to connect with global techniques and clients living in Israel. “Living in Israel generally requires you to be determined and persistent. “Making aliyah is a special kind of resilience, and that’s something I carry with me as a female business owner,” she said.

As Beatriz Bakery approaches its second anniversary, Wiener continues to focus on growth while staying true to its roots. “I wanted to dedicate my life to desserts and celebrations, just like my mother did. This is the purpose of Beatriz Bakery; bringing joy through food, just like she did.”

For Wiener, baking is not just a job; a way to keep her mother’s memory alive and honor the traditions that shaped her. “Every cake I make is part of this story,” he said with a smile. ■

Beatriz Bakery is open for orders. They can be placed at www.beatrizbakery.com.

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