Icons: An organic sip of coffee couture

Ishtiaq Ali Mehkri
Filed on May 24, 2017
Icons: An organic sip of coffee couture
Elena Weber, Managing Partner and Founder of Icons Worldwide LLC

(KT Photo by Neeraj Murali)

Icons is the place to be - to enjoy sweet life the healthier way

The elegant and articulate Elena Weber, Managing Partner and Founder of Icons Worldwide LLC, is no less than a sensation. So is her lifestyle coffee shop concept Icons Coffee Couture, which is a brand of Icons Worldwide LLC. With seven outlets across the UAE, two operating outlets in Qatar, and Master Franchise Partners in KSA, Bahrain and Qatar already on board, Elena says sky is the limit. She targets for a brand presence across the GCC, Europe, China and beyond in the following five years. By the time Dubai hosts Expo 2020, she visualises that Icons will have 40-plus buzzing coffee corners in the UAE alone.

Icons serve more than a drenched cup of coffee. It is full of the aura and lifestyle ambience that coffee lovers look for to relax, work or get empowered with a range of beverages and German pastries. There is no dearth of a good collection of sweets and treats at the tempting shelves of Icons. To say the least, Icons is a fashionable lifestyle coffee shop concept created by a team of professionals from the industry, fashion lovers and change makers. And Weber is the brain behind the success story. Herself a model and a visionary entrepreneur, she believes that there is a dire need for indulgence, the healthier way, which is why her products are free from white sugar and artificial sweeteners. She adds that her concept is unique and competitive.

Serving organic German roasted coffee, Weber says that her intention is to source the best fair trade coffees from around the world. This means being in direct trade with German farmers to source responsible and sustainable, while contributing to positive change.

The interiors at Icons are elegant and luxurious, but at the same time down-to-earth coupled with a hospitable and courteous team. Weber says that Icons is all about quality and branding, as she wants to provide an extra sparkle to the usual unfancy coffee shop product: be it a box of tea, coffee mugs or thermos cups.

Caring for health and sustainability is what makes Icons exceptional from competitors. This is why Weber, with a twinkle in her eyes, says: "We are good and reasonably priced and, in fact, do well if our competitor is just across the road." She has plans for an all powerful and popular food assortment with a state-of-the-art deluxe environment.

Weber says that the idea to create Icons came to mind during her modeling career on a trip to Argentina, where she discovered the all-natural, zero-calorie sweetener, Stevia. "The idea was to create delicious sweet treats and healthier way to enjoy life without the guilt."

At the same time, she adds, "The intention was to create a lifestyle of following your dreams and our mission is to contribute to this through the food we serve and the inspirational details we spread all over the place."

Weber says that passion drives her more into creativity rather than business demands. To define it in two words, she says, "We are born to nourish your body and soul."

The Icons managing partner says that she has to give all the credit for Icons' success to its team. "We picked up the best people from the industry to make it professional and successful from the start onwards, with a pure touch of German heritage."

Looking at its growth potential, Weber says, "Through our franchise network, the scalability is endless and to create smiles around the World is our target."

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