Roi Hendel's new spice shop in Paris

Israeli entrepreneur Roi Hendel has opened a specialty shop called Shira at the Saint-Martin market in Paris, focusing on Eastern and Asian spices sourced from small producers worldwide. The shop is dedicated to preserving and promoting the unique scents and flavors of these traditional ingredients.

Location and hours of operation

The shop is located at 31, rue du Château-d'Eau, 75010 Paris, and is open from Tuesday to Sunday mornings. It occupies the former space of a German grocery store called "Tante Emma Laden" and features 150 spices collected over ten years from small producers like Mr. Bakari, who grows vanilla on the island of Zanzibar.

Hendel's vision of spices as a universal language

Hendel views spices as a universal language, comparing them to the ancient trade routes of the Silk Road. He has built relationships with people from diverse backgrounds, including Palestinians, Jordanians, Syrians, Iranians, Moroccans, Indonesians, and Pakistanis, and he promotes peace through his work.

Unique and high-quality spices offered

The shop offers a wide range of high-quality spices, such as Zanzibar vanilla, wild pistachios from Iran, cinnamon from Sulawesi, and vintage saffron from the Middle Atlas. Hendel emphasizes that these spices are fresher and more fragrant than most available in the market, which are often several years old.

Interactive experience and expert guidance

Customers can experience the scents of the spices directly in the shop, which is not possible online. Hendel provides expert advice on using the spices, as the world of spices can be complex. He also offers recipes and techniques for cooking with them, enhancing the customer experience.

Takeaway dishes highlighting spices

In the back of the shop, Hendel prepares simple takeaway dishes that showcase the unique flavors of the spices. One example is marinated eggplants stuffed with nuts and peppers, enhanced with a blend of wild pistachios, dried fruits, and various herbs and spices.

Hendel's view on the future of cuisine

Hendel believes that spice cuisine will shape the future of food, offering a natural, economical, and daily connection to the earth. He sees spices as a way to return to the roots of cooking while embracing global diversity.

Online presence and further information

The shop has a website at www.shira.fr, where visitors can learn more about the spices and the philosophy behind Shira.