For ALL Women and Girls: Mariana Zabrian on blending family tradition and entrepreneurship for economic empowerment

Mariana Zabrian, an entrepreneur from Moldova, is preserving her family traditions while unlocking new paths to economic empowerment. Credit: UN Women Moldova/Stela Donțu

#ForAllWomenAndGirls is a rallying call for action on the 30th anniversary of the Beijing Declaration and Platform for Action. Mariana Zabrian, an entrepreneur from Moldova, has built her career on preserving and promoting a valuable family recipe – the Babă Neagră dessert, a sweet, soft and porous cake. Inspired by the recipe passed down from her grandmother, Zabrian, along with her mother and sister, transformed this family tradition into a business, bringing the taste of childhood closer to people across Moldova and beyond.

From passion to business: Taking the first steps in entrepreneurship

It all started with Zabrian’s desire to prepare a healthy dessert for her children. In search for inspiration, she rediscovered her family’s recipe for Babă Neagră, a soulful tradition. What began as a gesture of care soon evolved into a business meant to bring this authentic dessert to the tables of many.

Starting a business rooted in tradition wasn’t easy. “One of the biggest challenges was preserving the recipe's authenticity while reducing sugar and oil without losing the cake’s taste and texture. There were many trials and adjustments to find the perfect balance, but each step brought valuable lessons,” she recalls.

Another hurdle was finding the right place for homemade desserts in Moldova’s sizeable commercial market. Events like the Local Producers’ Fair organized by UN Women became a game-changer. These fairs provided her not only with an opportunity to sell the Babă Neagră dessert but also with a space to meet people, hear their feedback, and better understand what they liked about her product. “Every conversation with customers helped me improve the recipe and make the dessert even more loved by the public. Their recommendations became my best marketing strategy,” she says. Thanks to them, Zabrian built a loyal customer base that values her products and supports her business.

Reflecting on her journey, Zabrian admits: “At first, I wasn’t sure if people would love Babă Neagră as much as my family did. But the enthusiasm and appreciation I saw at the fairs gave me confidence. I realized that traditions can thrive in today’s world.”

Recognizing the importance of financial support for business growth, Zabrian sought funding opportunities through local grant programmes. Through entrepreneurial networks and initiatives dedicated to women, she learned about the support available for small producers. With the help of UN Women and the Organization for Entrepreneurship Development, she secured a grant to invest in modern equipment and streamline production.

"The grant from UN Women changed the game for our business,” she explains. “It allowed us to invest in better tools, making our work more efficient without straying from our traditions. Beyond financial support, the programmes connected me with other women entrepreneurs, giving me the confidence and knowledge I needed to grow my business."

The impact of Beijing+30 on women’s empowerment

While the Beijing Declaration and Platform for Action, adopted by 189 governments in 1995, calls for accelerating the achievement of women’s full and equal decision-making power in private and public domains, Zabrian firmly believes that women entrepreneurs must have access to education, financial resources and effective sales channels to succeed.

“Many women have extraordinary ideas and talents, but they hesitate to take the first step,” she says. “I want to tell them: don’t be afraid to ask for help. There are organizations truly supporting women in business, offering mentoring, training, and funding. You’re not alone on this journey.”

An entrepreneur’s wish for all women and girls

As her business continues to grow, Mariana Zabrian aims to increase production and add new varieties to the product line, all while preserving the authenticity and quality of Babă Neagră. Her dream is to ensure this traditional family recipe reaches a broader audience while honoring her grandmother’s legacy.

“I dream of the day when this dessert will be recognized internationally as part of our culinary heritage,” she says.

“For ALL women and girls, I wish courage to follow their dreams, the strength to stay true to themselves and the joy of valuing their heritage, no matter the challenges they face.”