Stevan Beljić was born on August 22, 1988, in Valjevo, Serbia. In 2007, he moved to Belgrade, where he later graduated on Faculty of Agriculture as an engineer of phytomedicine. Love for herbs and food brought him to the world of spices and coffee. He is an avid martial arts practitioner and sports enthusiast. As a person that appreciates art, he became one of the founding members of IZA (Institut za Aplauz).