06-03-2025
Alexandra Miller on IWD: Founder of EL&N London on creating the world's most Instagrammable café
EL&N London is picture-perfect. In 2017, the first café opened on Park Lane, London. At the time, visitors would come from around the world, and take a photo by the fantastically floral wall. Today, they can do this closer to home, as there are more than 32 stores in locations ranging from Dubai to Doha. Founder Alexandra Miller was born in the United States, lived in Egypt and is now based in London. In honour of International Women's Day, she shared her story on combining beauty with business.
All our stores around the globe have a unique charm about them. We really try to keep the brand design and menu consistent when we open a new store, but at the same time, we like to have some fun with localising the brand to suit the demographic. For example, our brand colour palette will always tie the stores together. We switch up our slogans to have a nod back to the relevant country – from London to Dubai is always a popular one.
We disrupted the café culture scene in such a way that some people felt we were prioritising aesthetics over our core product. I believe that the brand entered the market at a unique time. The core consumer didn't know how to feel about a food and beverage brand as visual as ours. It encouraged us to work harder and find the perfect balance between style and substance. Our guest always comes first. Ensuring the menu and customer experience matched our beautiful interiors was imperative. It's been one of the driving forces for growth across the globe.
I have the opportunity to work among such a talented team. I lead with creativity and vision in an industry that's so heavily known for setting trends. Our brand is diverse, and we are incredibly fortunate to have had the opportunity to work with likeminded individuals that I learn from. Every day brings a new challenge. This makes this role rewarding.
As a team, we all felt an incredible sense of pride and excitement with our final international opening. The first store we opened outside of the UK was in Doha, Qatar. It still remains absolutely stunning. It's adorned with our iconic feather wing swing and so many beautiful picture-perfect moments. It was a milestone that really helped showcase our global vision and solidified the universal appeal of EL&N's unique concept. Every new opening is monumental, and we will never take it for granted.
I can't reveal much. This is probably going to be the most monumental year yet for EL&N. We are gearing up to launch in a market that we have been eager to enter. We have so many fantastic openings coming up in existing countries and new territories. We have a new sister brand and unique collaborations around the globe.
I've learnt along the way to be bold and confident. If it's something you believe in, don't be afraid to pursue your dreams. Embrace the creativity and stay resilient through challenges. There will always be challenges along the way, but it's how you overcome them and learn from them that builds your DNA. Support each other, support your colleagues and don't give up on the hard days. There is room for everyone to shine in business.
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