Maria Pavani on Building Três Marias: A Coffee Brand with Soul

Maria Pavani arrived in Dubai with just AED 800 and a dream. Today, she’s the founder of Três Marias — a brand that’s more than coffee and milk; it’s a lifestyle rooted in intention, emotional resilience, and deep self-discovery. In this interview, Maria shares how she navigated setbacks, why rest is not a weakness, and how she turned a failed business model into a game-changing pivot toward plant-based innovation. For aspiring founders, her story is both inspiring and refreshingly real.

Can you share a brief note about yourself?

I’m Maria Pavani, the founder of Três Marias, a Dubai based coffee company born from my journey as a barista and fueled by my desire to bring more mindful, high-quality, coffee and plant based alternatives to cafés across the region. I came to Dubai in 2012 with AED 800 in my pocket and a dream to make a life I was proud of. Três Marias started as a coffee brand and has evolved into a symbol of purpose led entrepreneurship.

Why did you choose to start a business?

Because I felt something was missing in the market, and in myself. I wanted to build something that reflected who I truly was. I wasn’t just selling coffee or milk; I was building a lifestyle, a statement, a way for people to feel connected and inspired by what they consume and how it makes them feel. One of the aspects that I enjoy the must, is the self-discovery journey I am going through with the brand.

What do you wish you’d known before you started your business?

That being a founder is less about always being strong and more about knowing how to rebuild yourself after every hit. And that sometimes, growth means letting go of ideas, people, or even parts of yourself that no longer align with where you’re going. For example, when I started I was focusing on coffee beans, and I was tyring to break my head to make it scale in a very saturated market; for the idea of scale my business model was fail, and forcing it to happen almost make me not see what was in front of me: the opportunity on the plant based milk category.

Did you have any support in your journey?

Absolutely. I’ve had mentors, clients who believed before they saw results, and team members who walked through uncertainty with me. I also leaned a lot on my spiritual practice and personal development. Without that inner foundation, I wouldn’t have lasted.

What is your greatest challenge as a business owner?

Balancing the fire to grow with the grace to rest. Also, staying true to the soul of the brand while making hard financial decisions. You’re constantly dancing between passion and pragmatism. As a young founder myself, I also had to build my self worth strong to be able to trust my decisions, and that came with a lot of hard work mostly on myself, while also working hard the hours in the business, and everything in between. Well, it is a never ending journey I would say :)

What advice would you give to your past self before opening your own business?

Trust the process, and don’t rush. Building something meaningful takes time. Rest is not laziness. And people will come and go, what matters is that you don’t abandon yourself and your vision. Business books are good, but they are not your business. Learn from it, but follow your heart and intuition.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders ?

Start with the soul. Don’t build just for success, build for meaning, either for yourself or to the world. And remember: discipline, curiosity, and emotional resilience are your real investors. Make peace with failure, and always choose alignment over approval.