OSHIONE
Places · Bakery
Baking with Purpose: The Inspiring Journey of Oshione’s Founder, Aureen
Meet Aureen, the founder and creative director of Oshione, Berlin’s beloved gluten-free artisan bakery. Since its founding in 2020, Oshione has become a go-to destination for those seeking gluten-free, freshly baked goods—a following that continues to grow. We’ve been following her journey from the very beginning, when she started with a small market stall at the weekly market at Chamissoplatz. In this interview, Aureen shares her path from finance to baking, the origins of her business name, and the motivation behind her gluten-free mission. With Oshione now a thriving bakery and a devoted customer base, Aureen opens up about balancing motherhood and entrepreneurship, her perspective on courage and success, and the personal routines that keep her grounded.
Please tell us a little bit about yourself and your journey to starting your own business.
I’m the founder and creative director of Oshione, a gluten-free artisan bakery here in Berlin. I started Oshione in 2020, just before Covid hit. In 2014, after several visits to different doctors, I found out that I couldn’t digest gluten well and that it was causing many health problems. I wanted to share that awareness with others by shining a light on gluten-free baking. I quit my job in finance and joined a weekly farmers market at Kollwitzplatz. Since the market was just once a week, I had a lot of time to experiment with baking. Over time, our customer base grew exponentially. Fast forward five years, and we now have a 100 sqm bakery, 20 employees, and over 30 products, including gluten-free croissants.
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What does Oshione stand for?
Oshione literally translates to “God is great.” I’m not religious, but my grandfather was, and he gave me this name. Most people know me as Aureen; rarely do people call me Oshione. I didn’t want the name to be lost, so I thought it would be a nice way to preserve it. What I find interesting is that locals can pronounce it quite well, as it matches the German ‘sch’ sound, like in ‘schön’. It’s a beautiful coincidence.
What made you focus solely on gluten-free products?
My motivation came from a desire to improve my own health and lifestyle and to raise awareness for others in a similar position. I wanted to connect with other gluten-free individuals, especially as I found it challenging to find freshly baked gluten-free products at that time. My goal was to make these products accessible and show that healthy alternatives don’t have to be boring or dry; they can be just as tasty and exciting.
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Did it take a lot of courage to start your own business, or were you confident in it?
I didn’t plan to start a huge gluten-free bakery. It was more a series of small steps that happened naturally over time. These tiny steps eventually added up into something significant. Of course, there were days when I didn’t feel confident, but positive feedback from our community kept me going. Courage is definitely essential when running your own business; you need it to start and to keep going. I make many decisions daily—some based on facts, others on faith.
What are the biggest challenges of being a mother and owning your own business?
Balance. Finding strength when there’s none left. For example, having a rough night and still needing to show up strong at work, or after a long day at work, arriving home and having the energy to play with my son, Noah. It’s about prioritizing his needs while ensuring I don’t ignore mine. The more complete I feel, the more I can give. I think our role as mothers is something spiritual.
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What does success mean to you?
Having an idea is one thing, but execution is another. Success for me is all about execution. It doesn’t matter how small, and it’s not necessarily tied to financial gain. If you have an idea and can transform it from vision to reality, that’s impressive. For me, positively impacting people’s lives and feeling internal satisfaction are signs of success. Achieving your goals requires courage, resilience, and persistence.
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Do you have any routines or rituals to help you slow down?
Cooking is an act of self-love for me and a way to slow down because it requires my full presence and attention. I also enjoy reading when I need inspiration or just to relax. But above all, sleeping and a solid self-care routine help me recover.
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When do you feel most like yourself?
Right after a shower, or when I’m creating—whether it’s baking, sketching, or designing a room. During these moments, I enter a flow state where nothing else matters, not even time. It’s like being in sync with the rhythm of the earth.
