A sweet taste of Europe has come to South Jersey!
Downtown Moorestown will soon welcome By Zena, a European boutique patisserie owned by acclaimed pastry chef Zena Demirceviren. The eponymous café By Zena promises to bring an upscale take on her award-winning cheesecakes, pastries, artisan breads, coffees, and crafted drinks.
After significant delays, it’s finally slated to open at 41 E. Main Street in Moorestown next month, in the space previously occupied by a Starbucks and then Harmony Juice.
With a commitment to classic techniques and innovative recipes, By Zena will offer a curated selection of baked goods, pastries, specialty cakes, savory goods, and other European delicacies. The café, which has taken over a year to renovate thoughtfully, will span both storefronts on the ground floor of the Moorestown Trust Company building. Due to a fire years ago, the right side of the historic building had to be extensively restored and was a contributing factor for the lengthy delay.
Founder and Executive Pastry Chef Zena Demirceviren brings over two decades of experience creating exquisite desserts and pastries, using all-natural ingredients, mostly organic ingredients without any preservatives or fillers. Though rooted in classical pastry work, the café will also feature savory fare like spanakopita, croissants, cold fermented artisan breads, and sandwiches. By Zena will also feature Turkish breakfast and serve Turkish coffee and tea.
The café is the culmination of years of Zena’s deep passion for baking and pastry arts. It will proudly showcase her one-of-a-kind, show-stopping creations that are as delicious as they are beautiful. She is famous for her unequaled award-winning baklava cheesecake, Dubai chocolate bars, Princess Cake, and more. The space itself reflects her refined tastes; stylish yet cozy and inviting, with unique European-inspired touches throughout. From handcrafted cabinetry to custom wooden display boxes, every detail was carefully designed to make the café feel special, and unlike anything in South Jersey.
“I decided to open By Zena because I could no longer keep up with the demand of my home-based business,” said Demirceviren. “I wanted to create something South Jersey would truly embrace—a genuine European café experience. My hope is that, even if just for a moment, our guests feel transported to Europe through the flavors, the ambiance, and the soul of our intentionally designed space.”
Zena previously owned a beloved bakery in Riverton, NJ, which she opened in 2002. It quickly became a cherished gathering spot for the local community. In 2013, she sold the business to a partner and shifted her focus to family life and a corporate career in finance following the birth of her daughter. By 2018, at the request of friends and for intimate events, Zena found herself baking again, rekindling her passion and returning to her roots.
In 2023, she made her side baking business her main work. First working out of her home in Moorestown, then in a commercial kitchen to keep up with the high demand, thanks to word of mouth and going viral on social media.
The café will be open daily from 8 AM to 7 PM, offering a curated selection of breakfast, lunch and beverage options. There will be indoor and outdoor seating. Guests can also place custom orders for Zena’s award-winning cheesecakes and specialty cakes as well as schedule in person consultations.
By Zena in Moorestown is shooting for a Tuesday, August 26th opening. Stay tuned as SJFS will be the first to announce it!
SJFS is dedicated to food, dining, restaurants, and drinking in South Jersey. Got a news tip? Email southjerseyfoodscene@gmail.com.