A passionate, resilient, and visionary chef, entrepreneur, and mother of two embark on a journey to empower, uplift and motivate others through my ventures Feya and Dyce.
Tell us more about your company and your journey.
My family immigrated to Canada when I was a teenager and expected me to pursue a conventional career in medicine. After completing my pre-medical degree, I took a stand and relocated to the UK alone to pursue my passion for culinary arts. I understood being an Asian woman in a foreign country entering the male-dominated hospitality industry would come with significant challenges. According to the Office of National Statistics, only 17% of chef positions in the UK are held by women, not considering restaurant owners, so I recognized the professional challenge ahead of me as well as facing the personal one.
After bidding for several sites in London’s competitive monopoly, I adopted a prime central London location, just as I gave birth to my daughter. I was faced with an internal battle - whether to prioritize my personal duty and dedicate myself to raising my firstborn or to pursue my career. I concluded that with self-commitment and belief, I could achieve both; I fought my way through postpartum depression and pushed forward with my profession to realize both of my dreams.
Feya gained immense popularity and featured on ITV, Channel E4 series Made in Chelsea. It has become a popular spot for celebrities and influencers; the likes of actress Lucy Hale, Lenka Josefiova – WBA Forbes Best Tourism Blogger 2019, Dior celebrity makeup artist Nikki Wolff, visited the café. The brand has collaborated with British Vogue, London Fashion Week, Sugarbear hair, Jennifer Lopez makeup artist, and Refuge UK – Help for Women and Children against domestic violence.
After the success of Feya café, I launched sister concept DYCE – a visually immersive dessert cafe, just before giving birth to my second daughter. Three months later I opened Feya’s second branch. In almost three years of my career, I have had no maternity break and have juggled my personal and professional life, without sacrificing either.
This journey has ignited a personal passion to support women - I founded Feya Cares, an initiative to empower women and reduce the gender gap, with 10% of the profits from Feya’s retail line of chocolate, jams, and teas funneling into the cause. Each product carries its own unique message of empowerment and motivation. Developed alongside a team of female illustrators, the message of valuing self-care, diversity, and embracing your true self remained omnipresent and at the core of the range. When people bringing a piece of Feya into their homes via the products, I want them to truly feel the movement we’re leading.
My family immigrated to Canada when I was a teenager and expected me to pursue a conventional career in medicine. After completing my pre-medical degree, I took a stand and relocated to the UK alone to pursue my passion for culinary arts. I understood being an Asian woman in a foreign country entering the male-dominated hospitality industry would come with significant challenges. According to the Office of National Statistics, only 17% of chef positions in the UK are held by women, not considering restaurant owners, so I recognized the professional challenge ahead of me as well as facing the personal one.
After bidding for several sites in London’s competitive monopoly, I adopted a prime central London location, just as I gave birth to my daughter. I was faced with an internal battle - whether to prioritize my personal duty and dedicate myself to raising my firstborn or to pursue my career. I concluded that with self-commitment and belief, I could achieve both; I fought my way through postpartum depression and pushed forward with my profession to realize both of my dreams.
Feya gained immense popularity and featured on ITV, Channel E4 series Made in Chelsea. It has become a popular spot for celebrities and influencers; the likes of actress Lucy Hale, Lenka Josefiova – WBA Forbes Best Tourism Blogger 2019, Dior celebrity makeup artist Nikki Wolff, visited the café. The brand has collaborated with British Vogue, London Fashion Week, Sugarbear hair, Jennifer Lopez makeup artist, and Refuge UK – Help for Women and Children against domestic violence.
After the success of Feya café, I launched sister concept DYCE – a visually immersive dessert cafe, just before giving birth to my second daughter. Three months later I opened Feya’s second branch. In almost three years of my career, I have had no maternity break and have juggled my personal and professional life, without sacrificing either.
This journey has ignited a personal passion to support women - I founded Feya Cares, an initiative to empower women and reduce the gender gap, with 10% of the profits from Feya’s retail line of chocolate, jams, and teas funneling into the cause. Each product carries its own unique message of empowerment and motivation. Developed alongside a team of female illustrators, the message of valuing self-care, diversity, and embracing your true self remained omnipresent and at the core of the range. When people bringing a piece of Feya into their homes via the products, I want them to truly feel the movement we’re leading.
How did you come up with this idea and go about executing it?
The idea for Feya was fuelled by a childhood dream and a passion for baking. The execution is a result of teamwork, persistence, and lots of learning along the way.
The idea for Feya was fuelled by a childhood dream and a passion for baking. The execution is a result of teamwork, persistence, and lots of learning along the way.
What has been your biggest challenge that you faced and how did you overcome that?
Launching a business in the male-dominated hospitality industry and London’s competitive market is challenging itself but for me, this came with a personal obligation of raising my two newborn girls whilst keeping the right work-life balance and staying committed to my dream of running a business. I have been successful in doing so by creating a diverse and like-minded team, utilizing every member’s strengths to delegate the work. The company, today employs a 75% female workforce and has embedded an empowering culture within its team.
What do you think are the most important qualities of a successful entrepreneur?
Having a vision, being driven by a passion and purpose as well as being fearless, motivated, and disciplined.
What are some of the most important factors for running a successful business?
The journey may never be easy, but strong work ethics, persistence, and adaptability will take you a long way. Importantly, creating an inclusive team with complementary talents and skills helps in achieving a common goal. It is also important to have your own identity to set yourself apart from your competitors.
Launching a business in the male-dominated hospitality industry and London’s competitive market is challenging itself but for me, this came with a personal obligation of raising my two newborn girls whilst keeping the right work-life balance and staying committed to my dream of running a business. I have been successful in doing so by creating a diverse and like-minded team, utilizing every member’s strengths to delegate the work. The company, today employs a 75% female workforce and has embedded an empowering culture within its team.
What do you think are the most important qualities of a successful entrepreneur?
Having a vision, being driven by a passion and purpose as well as being fearless, motivated, and disciplined.
What are some of the most important factors for running a successful business?
The journey may never be easy, but strong work ethics, persistence, and adaptability will take you a long way. Importantly, creating an inclusive team with complementary talents and skills helps in achieving a common goal. It is also important to have your own identity to set yourself apart from your competitors.
What are your tips for the first time and aspiring entrepreneurs?
Dream big, believe that you can do it, and take a leap of faith. Passion fuels purpose so don't lose sight of your goal and never doubt your abilities. Don't let failures hold you back, learn from them and use them as stepping stones to pave the way to success.
Dream big, believe that you can do it, and take a leap of faith. Passion fuels purpose so don't lose sight of your goal and never doubt your abilities. Don't let failures hold you back, learn from them and use them as stepping stones to pave the way to success.
How can one overcome a hurdle of lack of funds when starting up?
You don't have to start big, take that initial step and start small to test the waters first before you invest heavily into it. Starting out online and using social media to advertise and promote your brand is always a safe start.
Connect with her on LinkedIn
Interviewed by - Subham Biswas
You don't have to start big, take that initial step and start small to test the waters first before you invest heavily into it. Starting out online and using social media to advertise and promote your brand is always a safe start.
Connect with her on LinkedIn
Interviewed by - Subham Biswas
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