This week, we speak to Elza Shirokova, the Co-Founder and Managing Director of Roasters – Speciality Coffee House.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
As an Emirati brand origin, the brand focuses on speciality coffee, which focuses on roasting brewing speciality coffee beans, delectable breakfasts and a signature coffee menu.
What was your favourite subject at school?
Art and Physics. I was fascinated by how imagination and logic can co-exist, creativity gives ideas life, while structure gives them form. That balance between aesthetics and precision still defines how I approach both business and design at Roasters.
What was your first job?
I started in hospitality. It taught me that true luxury lies in attention to detail and genuine care. Those early lessons shaped the culture we built at Roasters, one where every guest feels seen and valued.
What brought you to Dubai?
Dubai is a city of possibility. It rewards ambition and celebrates innovation. I was drawn to that energy, but also to its sense of security, both personal and professional. It’s a place where entrepreneurs can truly thrive, supported by a government that values growth and actively encourages business development. As an Emirati brand, we’re proud to receive this support, which not only helps us expand locally but also strengthens our presence on the international stage. We wanted to create a home for coffee culture that reflects Dubai’s global rhythm while staying authentic at its core.
What inspired you to enter the space and launch your brand?
Roasters began with a deep love for coffee. It’s truly an essential part of our lives. My husband and I wanted to create a place where guests could experience the best beans in the world, carefully sourced and perfectly roasted. From the start, our dream was to combine exceptional quality, aesthetic design, and genuine human connection. Our first branch was built inside a beautiful three-storey villa on Al Wasl with an open rooftop overlooking Downtown Dubai and the Burj Khalifa. The response was incredible — coffee lovers quickly made Roasters their go-to destination, and that success inspired us to grow. Today, we proudly operate eleven locations across Dubai’s most premium areas, each one reflecting the same dedication to excellence, comfort, and community.
Talk us through the concept?
Roasters Specialty Coffee House is built around one fundamental principle: uncompromising quality. We work exclusively with specialty coffee beans scoring above 80, including rare lots from world champions and auction coffees we actively pursue. We control every stage of the journey, from farm to cup through direct relationships with producers, in-house roasting, and a professional team trained to the highest standards. Quality is always the priority. Alongside exceptional coffee, our concept includes an all-day breakfast menu, fresh daily pastries, and refined desserts, all crafted to elevate the overall experience. Each of our eleven Dubai locations reflects this philosophy through warm, light-filled interiors, natural materials, fresh flowers, and the familiar scent of almond croissants that welcomes every guest.
What are the key elements of your role?
As Managing Director, I balance strategy and creativity. I oversee brand growth, guest experience, and expansion, but I’m also deeply involved in design and aesthetics. I personally choose furniture, flowers, and even the playlists, because these details shape the atmosphere and emotion of each space. The smallest elements are what transform coffee into culture. This business is built on details, and I stay involved in every part of it. Every day, I participate operationally, from design decisions and hiring to marketing, menu development, and refining the overall guest experience. It’s this hands-on approach that allows us to maintain consistency and authenticity across all locations.
Talk us through your daily routine.
My mornings always start with coffee, often tasting a new roast. The rest of the day flows between creative planning, meetings with our teams, and spending time across our cafés. Observing guests, listening to feedback, and exchanging ideas with our baristas keeps me connected to what matters most, people. We are constantly refining and improving all operational processes within the company. Every day, we search for new concepts, dishes, and experiences to surprise and inspire our guests. Innovation is part of our routine, and it’s what keeps Roasters evolving while staying true to its core.
What advice do you have for anyone looking to follow in the same footsteps?
Create a truly high-quality product, not a trend. Trends come and go, but timeless quality and classic craftsmanship will always be in demand. Build a deep, authentic culture within your company — with consistency, passion, and genuine love for what you do. Your guests will always feel it, and that emotional connection is what turns a brand into a community.
Tell us more about the products & services?
Our signature offering is filter coffee, the heart of Roasters. It’s a beverage you can enjoy slowly, discovering layers of flavour and aroma for half an hour. We work with some of the rarest beans in the world, including Jamaica Blue Mountain and the unforgettable Colombia Watermelon, which tastes almost like drinking fresh watermelon juice. And, of course, our beloved syrniki, a dish our guests themselves have named the best in Dubai. Each item we serve is crafted with precision, warmth, and the intention to create a memorable experience.
What is the best piece of advice you have ever received?
Believe in your dream and never betray it. Take action, stay consistent, and never give up, even when the path feels challenging.
And what is the worst?
“Play it safe.” Growth only happens when you step beyond comfort. Every milestone we’ve reached came from taking that risk.
What’s the biggest challenge you have had to overcome?
Scaling while staying authentic. When we opened our first café, there were just sixteen of us, and lines of guests outside. Today, we welcome over 750,000 visitors a year. Maintaining the same soul across all locations required strong systems and a loyal, passionate team. Many of our first employees are now in management, that’s our proudest achievement.
What’s lies ahead for the brand?
We’ve built a presence across Dubai’s most prestigious districts and recently achieved a Guinness World Record for the world’s most expensive cup of coffee. Our next step is thoughtful expansion, both within the UAE and internationally. The goal is to keep evolving while remaining true to what makes Roasters special: craftsmanship, design, and human connection.
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Images: Supplied
