Asian Business Chamber patrons given a taste of success by Heavenly Desserts co-founder

The inspiring story of Heavenly Desserts, which paid dividends through hard work, resilience, and exceptional customer service, was celebrated during the Asian Business Chamber of Commerce Patrons dinner.

Yousif Aslam, co-founder of Heavenly Dessers was the guest speaker of the event.

He shared the journey of Heavenly Desserts – beginning from a small shop in Ladypool Road to a global brand with 60 locations in three countries.

The dinner was held yesterday at Malmaison and was hosted by ABCC co-presidents Neelam Afzal and Sapreena Kumari.

Speaking to an audience which consisted of patrons, business leaders and guests, Yousif said: “I dropped out of university after my father, who was a taxi driver, fell ill.

“At the time I had no dreams, no plans and no foresight. I worked at the DWP, picked up a security job, and juggled two jobs just to get by.”

“One of the biggest turning points was meeting a close friend who would later become my business partner. And in London, we came across a place that served only desserts. That sparked an idea.

“In 2008 we opened our first location on Ladypool Road with a menu dedicated entirely to desserts. The first two years were dead, but slowly we began to build a reputation and a culture.”

“From there we opened in Derby, then Leicester, Nottingham and Preston.

“To grow the right way, we hired a franchise director and by 2017 we started franchising. That opened up a steady stream of franchisee businesses.”

“Today we’re a team of more than 30, with over 61 locations across the UK, Canada, and Pakistan.

“Next year we will be opening in India.

“As a franchiser, my responsibility goes beyond my direct team – it extends to every franchisee and the people they manage. That’s a duty I don’t take lightly.”

Yousif has gone on to star in The Apprentice in 2023 and was named C-Suite Leader of the Year in 2024.

He emphasised the importance of self-belief, caring for employees, resilience, and self-development.

Above all, he said, the key is to “just be a good human,” describing it as the principle that underpins everything else.

During the event, Money Chopra, cluster sales manager of Malmaison and Hotel Du Vin outlined the opportunities available at the hotels and how businesses can benefit from their offerings.

Pictured from left to right: Sapreena Kumari, Money Chopra, Yousif Aslam, ABCC director Anjum Khan, and Neelam Afzal