Words & Photography Kirk Truman
“You know, the Greek tradition and culture of cultivating, preparing and sharing food is a ritual to us…”
George Nyfoudis, founder of The Life Goddess, is giving me a lesson in Greek culture and cuisine. Bear with me here because I’m going to start by telling you how we ended our conversation – with the legend of The Life Goddess. According to ancient Greek legend, a sacred goat named Amalthea nurtured the infant Zeus, making him into the strongest deity of his time and later ‘king and father of the gods’. From Amalthea’s magical horns, Zeus made the horn of plenty, or cornucopia, which was always filled with whatever was desired. The goat Amalthea was and is a symbol of nourishment, abundance and life. A life goddess. This is where our story begins.
The Life Goddess was born around five years ago when George began to develop an idea for a Greek deli in the city. “After the crisis in Greece, I started to think about beginning a new venture that celebrates the spirit and tastes of my origins. I’ve always loved the character and structure of London, and knew Bloomsbury was where I wanted our business to be. We wanted to be a deli in the city showcasing the best in Greek tradition. Absolutely everything was sourced from Greece in the beginning, whereas today we have a mix of Greek and UK-based suppliers. Our suppliers are both our left and right hand… we’d be nowhere without them!” he says. “I didn’t feel that you could easily buy traditional Greek products in London. I wanted to bring small independent brands and produce to our store. When we opened, we stocked dozens of Greek brands that had never been available in London before. It began as a deli and slowly we started to adapt and become more of a restaurant. This was what we found our local customers wanted us to be, and so we listened. With time, as we have grown, we have begun to focus more on homemade food, though the deli element is still a huge part of what we do.”
In Greek culture, preparing a meal for someone is the ultimate token of respect, gratitude, friendship or love. As a passionate Greek, this is a quality that George was determined to bring to his London venture. “You know, the Greek tradition and culture of cultivating, preparing and sharing food is a ritual to us. The journey of the senses starts from mother-earth and finishes at a feast on a table where all the family, friends and companions share the same nourishment and enjoy the sublime result of their efforts,” he says. On the menu, everything diners can expect at The Life Goddess is prepared with 100% fresh Greek products: feta cheese, olives, aubergines, and lamb – although meat is not the focus at The Life Goddess, with much of the menu deliciously vegetarian or not too meat-heavy.
The restaurant has settled comfortably into its Bloomsbury home, bringing the best of Greece to the beautifully designed space at 29 Store Street. “Our landlord, The Bedford Estates, shares the same vision as us. They want to create a destination for local people and build a relationship with the Bloomsbury area. It is the relationships on Store Street between customers and businesses which has built its name as a Bloomsbury destination,” says George. Lining each wall is a seemingly endless array of Greek products, with a particular focus on fantastic cheese and, of course, wine, which is perhaps one of the most renowned specialities on offer at The Life Goddess. “We love wine… it’s one of our defining factors, and of course, all our wine is Greek. Why would we sell anything else?” he laughs.
The restaurant has built a name for itself serving sublime Greek breakfasts, exquisite cold tapas-style dishes and a wide selection of fresh sandwiches and baguettes. By night, you can enjoy an evening sampling some of the finest Greek wine and cheese. “I believe if you want to stay somewhere for many years you must have many loyal customers. Our customers are our friends, and the community element is hugely important to the success of what we do here,” George says. “Although we are a Greek deli and restaurant, we are a Greek deli and restaurant in London, with the pace and feel of London living and dining. The philosophy of The Life Goddess is always to use the best quality ingredients and create healthy products.” With a second site having opened recently in Soho’s Kingly Court, George, along with his brother Nikos Nyfoudis and Elias Koulakiotis, has made his mark on London in less than five years, creating a deli-cum-restaurant that brings the very best in Greek produce to the city’s diners. If you haven’t yet experienced the culinary plenty that the Life Goddess has to offer, then I suggest you pay her a visit soon.