Rose&Basil was born in late 2014. It came in the form of a drawing and it stayed like that on Ioana's fridge for many months to follow. Co-founder and CEO, Ioana Holt, came up with the idea of a practice that has its heart in the reunion between Beauty and Nature. A way of cooking meant for those who care not just for the taste or the look, the origin or the effect of their food, but for all of those equally. She quickly thought of a concept and reached out to her dear friend from college, William Wang. Together, they put together the plan for the first Rose&Basil store in New York City, estimated to open July 2016.