The RL Q+A: Raf’s NYC
A visit to Raf’s, the New York City restaurant owned and operated by sisters Nicole and Jennifer Vitagliano. Here, they share their favorite pieces for Fall, showcasing their unique #RLStyleTucked away in New York’s Nolita neighborhood is Raf’s, a European-style restaurant and bakery launched by sisters Jennifer and Nicole Vitagliano, named after Nicole’s daughter. Housed in the former iconic Parisi Bakery location on Elizabeth Street, their second restaurant (the first being The Musket Room) has become a classic staple for its interior design, impeccable food, and most importantly, the welcoming atmosphere. Here, exclusively for Polo-67 and RL Mag, the two hospitality entrepreneurs show us their favorite pieces for the fall.
What was the idea behind Raf’s?
Nicole Vitagliano: Raf’s started to expand our business and create more opportunities for our team. At Musket Room, we were operating a very successful all-day operation—complete with Camari’s pastries—out of a milk truck during the pandemic. We had a whole new community of neighbors and regulars that were new to the area or hadn’t experienced Musket Room. We were selling out daily when the legendary Parisi Bakery location came on the market up the road.
Jennifer Vitagliano: During a time when we were very focused on becoming a neighborhood restaurant and supporting our community, it felt right to expand on the block in a way that was very meaningful to our business. The initial idea was to expand our production while bringing these historic ovens back to life. To me, it felt like restoring a piece of Little Italy. We were obsessed with the idea of going back to a time when there was a baker and a butcher on every block. The concept of Raf’s evolved into a European-style café, a bakery, a restaurant, bar, a neighborhood dining room—a place to have a celebratory dinner or stop by for a morning coffee.
What’s the most exciting part about your respective jobs?
NV: I like working the room and l love meeting people that enjoy our space as much as we do. It surprised me because I am decidedly behind the scenes, but every night we’re not there feels like a missed opportunity. Any given night holds endless connections, opportunities, new business, new regulars.
JV: I’ve been developing restaurants in New York for a long time for other people. For me, to create this concept, bring this space to life, and operate this business with my sister and business partners, who I love, on the block where it all started feels like the beginning of an exciting new chapter.
When it comes to Raf’s, what are your responsibilities?
NV: We try to stick to our silos but ultimately end up using each other as a sounding board.
I own everything aesthetic. I’m very influenced by my surroundings, so I have a need to make things beautiful and perfect, which works for the business we’re in. Jenn keeps me grounded since she handles the finances. We share business development, vetting opportunities, and future planning. I also have a heavy hand in reservations. Demand is high and we want to make sure everyone is well cared for. To that end, we save a good number of tables nightly for friends, VIPs, neighbors, and new friends that may drop in.
What’s something that you’ve learned about yourselves as entrepreneurs in the world of hospitality?
NV: We’ve learned that it comes naturally to us. We grew up with a big family, constantly entertaining and eating meals together, so this is nothing new. We come from a long line of those who like to make sure people are happy and nourished.
JV: I’ve grown into my role as a leader, and I quite enjoy managing people. Finding your people and building a team who supports your vision and believes in you can be magic. I’ll often cheekily joke with the team that I’m made of magic, but the magic is in the many touches that come together to make the dream work.
What’s it like as sisters who work together?
NV: I joke that Jenn thinks I can read her mind. And I can. But sometimes we’ll be in a team meeting and remember that the rest of the room can’t read our minds and that we must finish our sentences and communicate fully.
JV: There’s no one better suited to be my right hand.
How would you each describe your sense of style?
NV: I like to keep it tight. Tucked, belted, crisp.
JV: My friends would call it feminine, subtle, confident, with a lean towards rich textures and fabrics.
We had a guest appearance by Raffi, Nicole’s daughter. When it comes to her getting dressed, what does she gravitate towards the most?
NV: Despite our best efforts, gender-based marketing has created a pink princess–loving monster. Raffi loves to be “fancy” and never “ordinary.” She loves clothes (mainly dresses) and tells stories complete with what everyone was wearing. Our publicist tells a story of meeting Raffi for the first time. When asked about her day, she started: “Georgie was wearing a gorgeous dress. I was wearing a beige pinafore, a collared shirt, a ruffle cardigan with flower specks, and a jacket …”
- Photography by Weston Wells
