Grounded and Glowing: Inside Aura d'or, midtown's New Ritual Cafe

Today was the grand opening of Aura D’or, a new ritual café on 35th Street in the heart of Midtown. This place caught my eye a couple of weeks before opening when I spotted their matcha through the window and, without hesitation, barged inside just as they were closing. The owner was one of the most genuine people I’ve met and invited me back to experience the menu on opening day.

As I sit inside the café writing this, I couldn’t be more impressed. The baristas explained that Aura D’or isn’t meant to be a grab-and-go coffee shop, but a sanctuary — a space for people moving through their days or nights with intention, making every moment count. the name itself translates from french to "golden aura relating back to a persons authenticity. Even if it’s just your morning or nighttime cup of coffee or matcha, the ritual matters. Honoring it matters. Midtown isn’t known for slowing down, which is exactly why Aura D’or feels so necessary — a pause carved out of a neighborhood built on urgency. Not to mention, the space itself is beautiful and cozy — perfect for New Yorkers trying to brave winter or tourists unimpressed by the hype of viral coffee shops with hour-long lines out the door.

Proud of myself, I was the first to arrive — and yes, it was snowing. After asking the barista for a few recommendations, I was ushered over to their tarot table. Each tarot card represents a different drink, and you choose whichever card you feel drawn to. It’s a completely new concept, and the complete opposite of a certain blank franchise void of any brand identity.

I landed on the iced praline ritual latte and a raspberry donut. The latte alone was one of the best I’ve ever had. A video of my first impression is on my TikTok. The raspberry donut was fluffy, soft, and not too sweet, pairing perfectly with the nutty profile of the latte. I walked in cold and under the weather, and by the time my drink was finished, I felt taken care of — grounded, warmed up, and unexpectedly part of a small community. Snow fell steadily outside the windows while the café glowed warmly inside, the contrast alone enough to make you slow down and stay a little longer than planned.

I’m an extremely harsh critic of coffee and pastries — there are simply too many in this city not to be. I was completely impressed, not only by the ambiance, but by the quality of every product. Everything felt thoughtful and intentional, adding a truly ritualistic feel to my morning. This is a space for people uninterested in the next fad, who prefer quality, handcrafted menus, and intention over trend-chasing.

With so many new coffee shops in New York chasing their moment as the next viral sensation, Aura D’or is the antithesis of that. It brings back the ritual of starting your morning or ending your night with a coffee or matcha, keeping quality at the forefront. This café is officially in my forever rotation.

When things quieted down, I had the privilege of pulling the owner aside for a brief interview. She moved to New York from Belgium, is studying fashion, and is also becoming a DJ — Aura D’or being her creative outlet to merge all of her passions. She wants the café to be more than just a space for drinks, but a hub for events and creative expression. While the current space is cozy and intimate, she doesn’t want size to limit her vision. A second location is already in her sights, with plans to expand by the end of 2026.

The café was originally her father’s idea — he helped with opening, but left all of the creativity entirely in her hands. At just 22 years old, navigating permits and taxes came with unexpected challenges. Curating the menu was another day-to-day process, evolving as the café took shape. Hosting interviews, becoming a boss, and stepping fully into this role marks a new chapter of her life — one she hopes will inspire other girls with a vision.

Beyond growth, she shared that her real priority is learning to slow down and practice self-care herself, so she can continue working hard without losing the intention behind it all. she also explained her message to anyone out there wanting to open up a cafe or start a business of their own to persevere and remain curious in trying new things!

Seasonal drinks are central to how she plans to run the business, with comfort as a major focus during the winter months. A surprise Valentine’s open event is already in the works. Intention and quality are at the core of Aura D’or’s identity: ceremonial-grade matcha, top-notch machines and beans, fair pricing, and genuinely kind service. In a city that constantly asks you to move faster, Aura D’or quietly reminds you that how you start — or end — your day matters just as much..