Georgi Slavov is the man who conquered Plovdiv with a temptation with American roots and turned it into a symbol of the city’s culture – artisanal craft donuts. After years spent in the USA, where cafes with specialty coffee and handmade donuts are an everyday occurrence, Georgi felt the lack of such a place in our country. The decision to create his own bakery, where quality and experience go hand in hand, came quite naturally.
Thus, Bluestone Doughnuts appeared on Otets Paisii Street – a space that quickly became a hot spot for locals and visitors to the city. Today, you can see everything there – couples sharing a first date, students celebrating the end of the semester, or tourists discovering “their taste” in Plovdiv.
For Georgi, business is also about building a community. Dedication to detail, integrity and personal contact are the values with which he is changing the picture in Plovdiv and showing that a sustainable small business with a modern sound and great taste can exist here too.
Tell us about the moment you decided that craft donuts would be your path. Was it an impulse, nostalgia for America, or a long-thought-out strategy?
It all started as nostalgia for my favorite coffee shops I frequented while living in America. In addition to specialty coffee, these places also offered handmade donuts.
When I returned to Bulgaria, I felt the lack of such places. Around the same time, one of the major American donut chains closed its locations in Bulgaria, which created a gap in the market.
Thus was born the idea for Bluestone Doughnuts – the first artisanal donut bakery in Bulgaria. From the very beginning, our mission has been clear – to create the fluffiest, freshest and most irresistible donuts, prepared with love and attention to every detail.
Photographer: Masha Matveeva, www.mashamatveeva.com , @ mashamatveeva.ph
What are the most important lessons you learned from your years in the States – about business, about food, about people? Is what you learned there applicable here, in Plovdiv?
America has a long and rich history of building successful businesses in the food industry – from classic fast food chains to sophisticated fine dining restaurants. The market there is mature and offers proven practices – in management, quality, work ethics, customer care and service levels.
One of the most valuable lessons I learned from the American approach is the importance of building a strong, sustainable team and systems with the function of creating an environment in which employees have the freedom for creativity, self-initiative and personal development – contrary to the old conventional method of hierarchical management. When a person feels valued and free, results come naturally.
Another fundamental principle is impeccable customer service – not just as a standard, but as a culture. In America, the customer is not just a “guest”, he is the center of the entire experience. This attitude builds trust and long-term relationships.
Equally important is creating a community around the product or service – something that I particularly liked and which I fully believe can be transferred to Plovdiv. People today are looking for belonging, identity, and value beyond the purchase itself. When a brand manages to build such a connection with its customers, it becomes much more than a business – it becomes part of their everyday lives.
I believe that all of these lessons – from team culture, to service, to building a community – are fully applicable in Plovdiv, especially with the rise of new entrepreneurial opportunities and people’s desire to support authentic, value-driven brands.
What is the most difficult decision you have had to make as a business owner, and what did it teach you about yourself?
As I mentioned, results come naturally when you feel valued and free to develop your creativity. I have learned that delegating responsibilities is one of the most important aspects for a business to be able to grow.
For the first four years, I wanted to be everywhere – in the kitchen, behind the bar, and doing the administrative part. However, this led to 18-hour workdays and serious stress. I have noticed that this happens when a business is successful – its creators are afraid that if they are not there 24/7, the business will sink.
And to some extent this is true – if there is no proper system and the expectations for everyone in the team are not clear. For me, the most difficult decision was to trust and give space to my colleagues. I understood something very important: you cannot work in the business and on the business at the same time. The key is not in control, but in adaptation. Instead of managing every little thing, you need to build systems – not just to distribute the work, but to ensure a free and motivating work environment in which everyone knows their responsibilities and has space for initiative. Only in this way can you free yourself and your business to grow.
Photographer: Masha Matveeva, www.mashamatveeva.com , @ mashamatveeva.ph
When was the last time you felt truly happy as a person in Plovdiv?
Every day Plovdiv gives me the opportunity to be happy. That is why I chose to live here – to start a family and develop professionally. The streets, the sunsets, the people… This is not just a city. This is my place. My inspiration. My heart is filled with unforgettable moments and cherished stories that bring true joy.
For example, expectant mothers come for a donut and then return with their newborns, jokingly saying that their children grew up with our donuts. Foreigners from different parts of the world tell us that they find a piece of home at Bluestone. Medical students celebrate the end of a difficult semester by rewarding themselves with well-deserved donuts. Couples in love entrust us with the sweet detail of their wedding day, because Bluestone was the scene of their first meeting and is now part of their love story. These are some of the stories that make me truly happy, and that is why I treasure them.
What is more important to you – the product itself or the experience around it? Explain the social element that you create with this place.
One cannot exist without the other. The entire experience is important to us – from the moment someone steps through the door to the last bite.
From the moment you walk in, we greet everyone with a smile and a sincere question: “How’s your day going?” We are uncompromising in quality. For us, it’s not just a standard, it’s a magnitude. We bake small batches of donuts on site every day. We choose only the best ingredients, and each donut is rolled, cut, and glazed by hand.
But Bluestone is more than just a bakery – it’s an experience for all the senses. As soon as you step through the door, you’re transported to a world where history and modernity intertwine. Exposed brick walls, socialist-era marble floors, natural wood, recycled industrial metal, and restored mid-century furniture come together harmoniously to create a cozy and inspiring atmosphere. And the aroma of freshly baked donuts and the scent of coffee invite you on a delicious journey.
Over the years, Bluestone has become a cultural hub where people gather. Friends come to see each other, students find their place to study, and travelers from near and far include us among their must-see stops in Plovdiv. Our regular guests often share stories about their adventures or the inspiring ideas they are working on. For us, donuts are more than just a treat – they are a way to bring people together, create memories, and share the joy of small pleasures. What drives us is not the maximum profit. We strive to create value. Honest. Delicious. Genuine.
How are you changing the picture in Plovdiv?
Change comes with the small gestures we make every day. By insisting on quality, by showing how handmade, real, and honest has value. I believe that Bluestone is not just a bakery, but a place that sets an example – that you can build a business in Bulgaria with respect for the product, for the people in your team and for the city you live in. For me, the most important thing is that we have become a place for communication, for ideas, for little stories that stay. This is how I change the picture – by showing that Plovdiv can have its own, vibrant culture of taste and sharing, which inspires people to seek more from their everyday life.
