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Tanja Murgel-Subotić

It began
with a feeling.

Tanja Murgel-Subotić seated on white stairs

Some creators begin with a product. Tanja Murgel-Subotić began with the way a place made her feel, and built a brand to hold it.

I

Greece

For five years Greece was home.

She harvested olives and learned the land, its people and the traditions passed down through generations. Meals were enjoyed rather than rushed. Family, friendship, movement, sunlight and hospitality belonged to the same rhythm. She describes it as a light being switched on.

At the centre of it was yogurt: fresh, served in traditional clay pots beneath a delicate layer of cream, eaten every day with honey, fruit, nuts and spoon sweets offered as a gesture of welcome. In Greece it was not breakfast or dessert. It belonged to every part of the day.

Tanja Murgel-Subotić walking through a Mediterranean garden beside cypress trees
Tanja Murgel-Subotić in a sunlit stucco doorway

II

Beverly Hills, 2012

In 2012 she brought that table to Beverly Hills with her co-founders, David Subotic and Jonathan Magaritakis Williams. The first shop was intimate and unmistakably Greek: natural woods, clay pots, Greek music, a village ease that invited guests to stay.

The founders worked the counter, walked the farmers markets and knew their neighbours by name. Regulars became friends; friends became what the company still calls the Go Greek family. Hollywood came too, and kept coming.

Frozen Greek yogurt later took the spotlight and carried the brand to wider audiences. It was an evolution of the original idea, never a replacement for it.

III

The world she built

Go Greek Yogurt was conceived in full by one person before it was ever a company.

  1. 01The concept
  2. 02The original recipes
  3. 03The menu
  4. 04The brand identity
  5. 05The architecture and interiors
  6. 06The way it feels to walk in

IV

Three founders

Go Greek Yogurt co-founders seated on a white terrace

Tanja Murgel-Subotić

Creator, Co-Founder, Creative Director

Leads the brand's narrative, creative direction, innovation, community and new initiatives.

David Subotic

Co-Founder, Chairman & Chief Executive Officer

An entrepreneur and investor who saw the scale in the original idea and leads international franchising, partnerships and growth.

Jonathan Magaritakis Williams

Co-Founder, EVP Product Development, Procurement & Distribution

Born and raised in Greece, from a family of olive farmers, he safeguards the product, its sourcing and its Greek roots.

V

The art of living well

Simplicity, in her view, is a form of clarity.

A storyteller, an artist and a builder of worlds, she returns to one ambition across everything she makes: to help people feel more connected to themselves, to each other and to the world around them.

That conviction runs through Para Vidya Inc., the entertainment and technology company she founded, and through Wonders of Wisdom, its intellectual property arm; through Codessence, where each of us becomes the author of our own story; through The Wonder World of Bodhi Wilder, an original universe for children; through The Golden Virtue, her allegory of a woman's inner pilgrimage; through YOPP and the Go Greek animated world for families; and through I Am Centenarian, drawn from the Mediterranean's long-lived communities: nature, close relationships, timeless traditions and the everyday rituals that make life feel whole.

Tanja Murgel-Subotić seated on a wooden chair, black and white
Tanja Murgel-Subotić against a palm shadow, hand at her temple, black and white

VI

The next chapter

With thirty-eight shops opened across the United States, Europe and the Middle East, and an ambition to double that footprint by the end of 2027, Go Greek is becoming what she imagined from the start: a social lifestyle brand.

She calls the archive of ideas waiting for their moment the Vault of Visions. It is opening now: the CULT-URE Social Club, reimagining each store as a village square; YOPP's stories, books and activities; GG Olive Oil from Crete and GG Honey; and flagship destinations that bring the whole world together under one roof.

The Go Greek story Read the coverage

The yogurt was always the beginning, never the boundary.