Stasha Toncev
Originally from Serbia, Stasha brought her economics and marketing background to Dubai, embarking on a new career path in the hospitality industry. Her love for hosting and feeding friends, deeply rooted in Balkan culture, propelled her into this challenging yet fulfilling industry. After relocating to Dubai in 2010, she contributed to the pre-opening team at Armani Hotel and later joined the Hakkasan Dubai team.

In 2016, Stasha decided to pursue her passion for cooking and hosting intimate gatherings, culminating in the creation of 21grams | Urban Balkan Bistro. Her genuine desire to share a taste of her heritage and her love for soul food, bringing people together to relish life's simple pleasures, forms the heart and soul of the brand.

Since its successful opening in 2018, Stasha's unwavering determination, strong leadership, and resolute attitude have propelled 21grams to new heights. Under her guidance, the team has expanded from 10 to 30 members, with a flagship location in January 2022 and two additional outlets at Time Out Market and Alserkal Avenue.

Stasha's "never say die" mentality, coupled with her business acumen and passion, has enabled her projects to evolve from intimate gatherings into a formidable ecosystem of concepts within one of the world’s most competitive markets. She has spearheaded the transformation of 21grams from a small breakfast spot with 25 seats to a fully-fledged 80-seat restaurant that continues to define soulful dining in Dubai.

In August 2025, Stasha expanded her vision with the launch of piehaus at Alserkal Avenue - a playful yet quality-driven offshoot of 21grams, celebrating handmade pastry and bold Dubai flavors in a casual, urban setting. Looking ahead, October 2025 will see the relaunch of what was once 21grams Catering as etar__catering studio, a conceptual culinary design studio dedicated to bespoke events and storytelling through food.

Her relentless pursuit of excellence is evident through 21grams' accolades, including consecutive Gault&Millaurecognitions (2022, 2023, 2024, and 2025), the prestigious 50 Best Discovery by the World's 50 Best Restaurants in 2022, the Michelin Bib Gourmand Award (2023, 2024, 2025), and listings on MENA’s 50 Best Restaurants in 2024 (#32) and 2025 (#26). These accomplishments stand as a testament to her dedication, challenging the notion that exceptional dining is solely found in high-end venues.

Under Stasha's leadership, 21grams, piehaus, and soon etar__catering studio exemplify what can be achieved through passion, determination, and a profound understanding of culinary traditions and local nuances. Her influence extends beyond the restaurant, inspiring aspiring restaurateurs and chefs to pursue their dreams with integrity, creativity, and heart.

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