Eva Papadaki grew up in Sellia, a village in Crete, in a house with a herb garden, an olive press, and a wood oven that produced the bread her grandmother baked. She moved to Athens, spent seven years running a talent management agency for photographers and artists from the second floor of a brutalist concrete warehouse in Kerameikos, and eventually did what the building was asking her to do: she turned the basement into a store.

“I didn't want it to be a shop. I wanted it to be something sacred. Something you visit like you go to church — with respect and an open heart.”

10AM Apotheke opened in 2024. The name means storage room in Greek, and the concept is stated plainly: objects, scent, and nourishment, sourced from small Greek producers and chosen by Eva herself. Beeswax candles made by monks on Mount Athos. Malotira tea from the White Mountains of Crete. Fleur de sel from the Messolonghi salt flats. Olive oil from a single grove. Organic thyme honey. The quantities are never guaranteed — they follow the rhythm of production and the seasons, not a supply chain.

In late 2025 the ground floor expanded into a café and bakery, open Saturdays and Sundays, running on the logic of a Greek village morning: warm bread baked on site, tahini buns with the house honey, ladenia with tomatoes and herbs, walnut cake made with the brand's olive oil. Coffee from Red Jane, roasted exclusively for the space. A self-service format that asks visitors to slow down and treat the room as their own house.

In summer the operation moves to Antiparos, where Eva and Studio Andrew Trotter converted a former folklore museum into a store, café, and botanical bar. Dezeen covered the interiors. She is also collaborating with a museum on a project to revive the tagari, the traditional Cretan woven bag — an everyday object that is slowly disappearing. "I didn't want it to be a shop," she has said. "I wanted it to be something sacred. Something you visit like you go to church — with respect and an open heart."