Today we’d like to introduce you to Lac Nhan Phan Mai.
Hi Lac Nhan, so excited to have you with us today. What can you tell us about your story?
We moved from Belgium to Madison, New Jersey, in August 2024, overtime we noticed that we left behind much more than a country—we left behind family traditions, familiar flavors, and the Belgian gastronomy. To ensure my kids settled confortably, I was staying mum preparing homemade snacks and treats.
With a mum who loves to bake and a son with a deep entreupreunarial mindset, Raph & Joy was born with a simple idea: sharing a little piece of Belgium with our new community. My son Raphaël and I have always loved baking and cooking together. Back in Belgium, authentic Liège waffles, Brussels waffles, and other traditional treats were part of everyday life. After moving to New Jersey, we realized that many people had never experienced the real taste of Belgian pastries made the way we knew them. Especially with the famous “Belgian waffles” we can find in each diner here.
Raphaël initially wanted to raise money for school activities and sports, and we began baking and sharing our products with friends, neighbors, and local families. The response was incredibly encouraging. People weren’t just buying waffles—they were connecting with the story behind them.
Today, Raph & Joy is a family-run business focused on bringing authentic Belgian waffles and sweets to Madison and the surrounding communities. Every recipe is inspired by traditions we brought from Belgium, while every customer interaction helps us feel more connected to our new home.
For us, Raph & Joy is about more than food. It’s about sharing culture, creating connections, and showing how something as simple as a warm waffle can bring people together. What began as a way to preserve a piece of our heritage has become a wonderful adventure that allows us to build new roots while honoring where we came from.
And we secretly hope to become the next Belgian success story.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not a smooth road at all. Like many small business owners, we faced plenty of challenges along the way.
One of the biggest challenges was starting over in a new country. We moved from Belgium to New Jersey without an established network and local laws, so we had to build everything from scratch—meeting people, learning local regulations, understanding the market, and introducing a product that many people had never experienced in its authentic form.
There was also a steep learning curve when it came to operating a food business in the United States. From permits and food safety requirements to packaging, labeling, and marketing, every step required research and patience. And we need a lot of patience with the Cottage Food Law.
As a family business, balancing work, family life, and school activities has also been challenging. Raphaël is a high school student, so we have learned to organize our schedules carefully and make the most of evenings, weekends, and school breaks.
That said, every challenge has taught us something valuable. The support we’ve received from the Madison community has made the journey much easier. Seeing customers come back, recommend us to friends, and share our products with their families reminds us why we started in the first place.
Looking back, the road hasn’t always been smooth, but each obstacle has helped us grow, both as a business and as a family. But it is still a long way to go. We are just at the beginning of the adventure that we hope will last long.
Appreciate you sharing that. What should we know about Raph & Joy?
Raph & Joy is a family-owned business dedicated to sharing authentic Belgian waffles and sweets with our community in New Jersey.
Our specialty is traditional Belgian baking, especially Liège waffles, which are very different from the waffles most Americans are familiar with. We make them using authentic techniques, premium ingredients and recipes inspired by the flavors we grew up with in Belgium. We also offer other Belgian-inspired treats and seasonal specialties that celebrate the country’s rich baking traditions.
What sets us apart is that every product tells a story. We are not simply selling desserts—we are sharing a piece of our culture and heritage. As a mother-and-son team, we put a great deal of care into every batch we make. Our goal is to create products that feel homemade, authentic, and memorable.
We are especially proud of introducing many customers to their very first real handmade Belgian Liège waffle in the area. Watching someone take a bite and discover that a Belgian waffle can be rich, caramelized, buttery, and full of pearl sugar is always rewarding.
Beyond the products themselves, we are proud of the connections we have built within our community. Raph & Joy was created as a way to bring people together through food, and that remains at the heart of everything we do. Whether someone is discovering Belgian flavors for the first time or reconnecting with memories of Europe, we want every experience with our brand to feel warm, welcoming, and joyful.
Above all, we want readers to know that Raph & Joy is about authenticity, family, and sharing traditions. Every waffle we bake carries a little piece of Belgium and a lot of heart.
What quality or characteristic do you feel is most important to your success?
If I had to choose one quality that has been most important to our success, I would say authenticity based on our mom-son story.
We never set out to create a business based on trends or shortcuts. From the beginning, our goal was simply to share the flavors, traditions, and hospitality we brought with us from Belgium. We stay true to the recipes we know, the quality we believe in, and the story behind our brand.
I also believe authenticity helps create genuine connections, and people love story. Customers can tell when something is made with care and when there is a real story behind it. As a family business, we personally handle every aspect of what we do, from developing recipes to serving customers, and I think people appreciate that personal touch.
Another important quality is perseverance. Starting a business while adapting to life in a new country came with many challenges, but we kept moving forward one step at a time. Every obstacle became an opportunity to learn and improve.
At the end of the day, authenticity and perseverance have helped us build trust, and trust is the foundation of any successful business.
Contact Info:
- Website: https://www.raphnjoy.com/
- Instagram: https://www.instagram.com/raphnjoy/
