Ten years after stepping away from hospitality, Edmonton entrepreneur and realtor Franco Maione returns to his roots. He is bringing Italian character, exceptional coffee and a renewed appreciation for human connection to Jasper Avenue.

There's something distinctly European about a café that encourages you to stay a little longer.

A place where coffee isn't simply fuel for the day, but an occasion in itself. Where conversations unfold naturally and business happens without boardrooms. Where the person behind the counter remembers your name.

That's the spirit behind the reopening of Tesoro Café, located inside the Energy Square building on Jasper Avenue in the heart of downtown Edmonton.

Tesoro sits just a block away from CONXEPPT Clothing & Culture and within reach of Edmonton's bustling Ice District. It's a welcome addition to the city's evolving coffee and hospitality scene.

At the centre of it all is Franco Maione, a successful entrepreneur and realtor whose career spans commercial and residential real estate. After ten years away from the hospitality industry, Maione returns to the business that helped shape him.

And this time, he's bringing a few things he's learned along the way.

From Earning Tips to Building Businesses

Long before establishing himself in Edmonton's real estate industry, Maione worked in hospitality.

It was an industry that taught him the value of hard work, relationships and exceptional service. He recalls a time when the tips he earned weren't simply extra spending money. They helped pay his bills.

Those early experiences left a lasting impression.

Today, having built a successful career in commercial and residential real estate, Maione understands that the fundamentals of business haven't changed much. People remember how you make them feel. Relationships matter. And good service never goes out of style.

His return to hospitality, a decade later, feels less like a career change and more like a return to something familiar.

With Tesoro, he's creating a place that reflects those values.

A Little Piece of Italy on Jasper Avenue

When you walk into Tesoro Café, you'll find an atmosphere designed around comfort, conversation and understated elegance.

The space is warm and inviting, with beautiful finishes that reflect Maione's appreciation for European design. Among the details are stone countertops imported from Italy. They bring an authentic touch of Italian craftsmanship to downtown Edmonton.

It's a refreshing departure from the increasingly transactional nature of modern coffee culture.

In cities like Milan, Rome and Florence, the neighbourhood café remains a daily ritual. Somewhere to begin the morning, exchange ideas, read the newspaper, or simply enjoy a moment without an agenda.

Tesoro brings a little of that philosophy to Jasper Avenue.

For those working in downtown Edmonton, the Ice District, or the surrounding business district, it's the kind of neighbourhood coffee shop that offers an alternative to another meeting in the office.

Not everything needs to be rushed. And not every meeting needs a calendar invitation.

Netto Coffee: Something New Brewing in Edmonton

Of course, a beautiful café is only as good as the coffee it serves.

Alongside Tesoro, Maione has launched Netto Coffee, his own coffee roasting business, adding another entrepreneurial venture to his portfolio.

Guests can experience Netto Coffee firsthand at Tesoro Café. That makes it a new destination for coffee enthusiasts exploring downtown Edmonton's growing specialty coffee scene.

By developing his own coffee brand, Maione is investing in more than the atmosphere. He's investing in the product itself, pairing a European-inspired café with a coffee roasting business of his own.

And the offering continues to evolve.

Fresh pizza is set to join the menu. It introduces another distinctly Italian element to the experience and gives guests another reason to settle in for a longer visit.

An espresso in the morning. A business meeting over coffee. Pizza in the afternoon.

Sometimes, the simplest pleasures make the strongest impression.

Where Downtown Edmonton Does Business

There's another interesting layer to Tesoro's story.

As a successful commercial and residential realtor, Maione has spent years building relationships, connecting people and understanding the importance of physical spaces.

Tesoro offers a natural extension of that world.

A comfortable place to meet clients. An informal office away from the office. A setting where entrepreneurs, professionals and members of Edmonton's business community can connect without the formality of a boardroom.

Its Jasper Avenue location makes it particularly appealing to:

  • professionals working downtown
  • those conducting business around the Ice District
  • anyone looking for a more personal meeting environment in Edmonton's city centre

Historically, cafés have served precisely this purpose. They've been gathering places for artists, thinkers, merchants and entrepreneurs. Spaces where ideas are exchanged as freely as conversation.

In an increasingly digital world, there's something appealing about bringing that tradition back.

Technology has made it easier than ever to connect. It hasn't necessarily made those connections more meaningful.

Sometimes, the best networking strategy is simply sitting across from someone with a good cup of coffee.

Good Neighbours, Good Coffee, Good Company

Being just a block away from our CONXEPPT atelier, Tesoro is the kind of addition to the downtown Edmonton neighbourhood we appreciate.

Our philosophy has always extended beyond clothing. We believe in a sharper way to dress, dine, travel, entertain and do business.

That means celebrating the people and establishments contributing to Edmonton's culture, particularly independent entrepreneurs who care about their craft.

Tesoro is worth adding to your itinerary whether you're:

  • visiting CONXEPPT for a custom suit consultation
  • heading downtown for a meeting
  • attending an event in the Ice District
  • simply exploring the cafés along Jasper Avenue

After all, a well-dressed afternoon deserves a proper espresso.

The Return of Good Service

At CONXEPPT, we've always believed that the details matter.

The way a garment fits. The atmosphere of a room. The manner in which someone is greeted. These seemingly small considerations shape the entire experience.

Hospitality operates on the same principle.

You can invest in beautiful interiors, exceptional products and an impressive location. But it's the human element that determines whether someone returns.

That's what makes Maione's story interesting.

After finding success in real estate, he's returning to the industry where he learned his earliest lessons in business by serving others.

And perhaps that's what makes Tesoro particularly relevant today.

More businesses are moving toward automation, self-service and convenience at any cost. Yet there's still an audience that appreciates something more personal.

A familiar face. A proper conversation. A place that makes you feel welcome.

Good hospitality isn't complicated. But it is increasingly worth seeking out.

With Tesoro Café, Franco Maione is betting that downtown Edmonton still appreciates the art of being looked after.

We suspect he's right.

Visit Tesoro Café in Downtown Edmonton

  • Location: Energy Square Building, Jasper Avenue, Edmonton, Alberta.
  • Neighbourhood: Downtown Edmonton, near the Ice District and one block from CONXEPPT Clothing & Culture.
  • What to Expect: European-inspired café interiors, Italian stone finishes, Netto Coffee, and an expanding menu featuring pizza.

Looking for a coffee shop near Edmonton's Ice District, a comfortable place for a downtown business meeting, or a new café to explore along Jasper Avenue? Tesoro is a welcome addition to the neighbourhood.

*CONXEPPT Culture explores the people, places and experiences shaping a sharper way to live. From tailoring and design to hospitality and entrepreneurship, we believe good taste extends well beyond what you wear.*

Live Smart. Dress Sharp.