How one woman built a specialty coffee brand from scratch in Dubai

I never thought I’d end up in coffee.

A decade ago, I was in London, standing on a cold subway platform at six in the morning. Dressed for IT school — formal clothes, carrying a briefcase with my laptop, study materials, and neatly arranged notebooks. And of course, a foldable umbrella — your best friend during a London autumn.

Those long subway rides gave me plenty of time to think about what I really wanted to do with my life. What my goals were. Where I saw myself — and my career — going. And dear reader, however I might have imagined things back then… none of it happened.

I was an excellent student, passionate about books and curious about the world. I loved to travel. One of those trips took me to Singapore.

Chapter I: The Unexpected Beginning

I’ve always been drawn to Asian culture. When you visit a new city for the first time, you naturally want to explore its museums, galleries, and events. During my trip to Singapore, I found myself curious about the local food and beverage scene — as a European, it felt like a whole new world to explore.

At one of those events, I met someone who would change my life forever. I’ve encountered plenty of people passionate about their work, but I’d never met anyone who lived their industry the way he did. He wasn’t just talking about coffee — he breathed it. He was the reason I traveled to my first World of Coffee event, and nothing has been the same since.

If you’re walking into World of Coffee for the first time, you might be as amazed as I was. Most of us wake up and grab a cup of coffee without a second thought. But do we really know what we’re drinking? Some like it filtered, some with milk, some with honey or eggs (I haven’t tried those last two, but coffee culture is wildly diverse around the globe).

I was handed a cup, took a sip, and thought, “What an interesting strawberry-flavored black tea.” I’d never tasted anything like it. My face must have been priceless when I was told — that’s not tea. That’s coffee. And coffee is actually a fruit.

That moment flipped everything for me.

I spent the day meeting incredible innovators, entrepreneurs, roasters, and baristas — all so passionate and down to earth, talking about coffee like it was life itself. Wearing All Stars, they shared stories that lit a fire inside me. I wanted in.

The person who opened that door for me — who handed me that coffee and that spark — was Joe Behm. Joe, thank you. You changed my life, and you continue to inspire thousands around the world. You lead with innovation and heart, changing how we experience coffee every day. You set a standard I’m proud to follow.

When I got home, I threw my IT notebooks in the bin.

Chapter II: Building a Dream

I spent years buried in books, research, and every bit of specialty coffee knowledge I could find. Being a woman in a still male-dominated industry wasn’t new to me – I’d dealt with that in IT, and I was ready for it. I was living in Dubai when I started dreaming about my own project. I pictured something bold, with a brand identity that didn’t already exist. I wanted to share my love and knowledge of specialty coffee with a wider audience. Downtown Dubai — the most prime location — felt like the perfect place for my flagship.

Finding the right spot wasn’t easy. I was relentless. It had to be the best, or nothing at all. By then, I was deep in the coffee world. If it were just up to me, I would’ve opened a specialty coffee brand without food — pure and simple. But the reality of breaking even pushed me to think differently. I teamed up with a world-class culinary institute to help brainstorm and craft the food experience alongside the coffee.

Being a female founder in specialty coffee was unusual, but it never held me back. If anything, I relished the moments when people in the industry sent meeting invitations addressed to “Mister Novak,” only to see me walk in confidently on heels and lead the conversation about coffee and the industry.

I knew exactly how I wanted the company to look, the kind of team I wanted, and the mission I
was on. I was unstoppable.

Starting construction on the Boulevard in Downtown during COVID lockdowns was surreal — a strange kind of privilege. I watched the city’s heart lie silent, empty, except for the construction team working away.

People often ask me how it felt standing there, surrounded by silence. Honestly, I’ve never found
the right words to capture it — even now, thinking back, it gives me goosebumps. Chapter III: Space Cup

After years of work, seeing your dream finally standing right in front of you is something incredible. That moment—when all the sketches and ideas turn into real walls and real people—it’s unforgettable. For me, standing there, all the struggles and sleepless nights faded away, replaced by a deep sense of pride.

If I’m honest, I probably looked terrible. The stress of building a company and flagship during Covid, with so much uncertainty, showed on my face. But none of that mattered then. It was real.

It was here.

The hardest part? Hiring people. I bet many entrepreneurs in F&B would nod along. You want a team that shares your mission, your mindset. You invest in their knowledge, hoping they’ll stay and grow with you. But in reality, baristas and chefs often jump from place to place.

At Space Cup, I never hired by resume. Instead, candidates brewed coffee, pulled shots, drew latte art right in front of me. Skills and passion mattered more than paper.

We were lucky — Space Cup was the only specialty coffee brand in the area at the time, and the coffee passion of our customers blew me away. It quickly became a gathering spot for industry champions, celebrities, families, and coffee lovers alike. Workshops, events, community — it all grew fast. We knew most of our regulars by name.

Space Cup taught me so much. We built more than a company — we built a community. With an incredible team and amazing customers, I feel endlessly grateful to have been part of this journey and this industry.

Chapter III: Brewing Change

In recent years, I’ve watched something powerful unfold in specialty coffee: more and more women are stepping up as entrepreneurs, champions, innovators, and leaders. It’s an exciting shift to witness — and even more thrilling to be a part of.

After nearly a decade in this industry, I can say with certainty that specialty coffee isn’t just a career for me — it’s my life. The community is filled with passionate, creative people, and seeing women around the world break barriers and launch their own brands fills me with hope and pride.

But being a woman in specialty coffee hasn’t always been easy. Like many female founders, I faced moments of doubt. I’ve had to work twice as hard to prove that I belong at the table. Still, those challenges shaped me. They made me more resilient and deeply committed to paving the way for other women. Because every time a woman steps into this space and claims her seat, she changes the game — not just for herself, but for those who will come after.

The industry is evolving. Female-led coffee brands are gaining recognition not just for the quality of their brews but for the new perspectives and energy they bring. Women are driving innovation — from sustainability efforts to community engagement and creating welcoming spaces for all coffee lovers.

For me, female entrepreneurship in specialty coffee is about more than business. It’s about creating connection, fostering growth, and breaking stereotypes. It’s about lifting each other up and showing the world that passion and leadership know no gender.

If there’s one thing I want to say to any woman dreaming of entering this industry, it’s this: believe in your vision, trust your voice, and don’t be afraid to lead boldly. The journey won’t always be easy, but the impact you can make is worth every step.

Specialty coffee gave me life — and I’m proud to be part of a generation of women shaping its future.