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The blueprint of a coffee empire: Roasters grows from Jumeirah villa to world record holder
Co-founder and CEO Konstantin Harbuz shares his thoughts behind his passion project that turned Roasters into a prestigious coffee brand in Dubai
- PUBLISHED: Sat 24 Jan 2026, 12:46 PM
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From a passion project in a Jumeirah villa to a Guinness World Record-holding global empire, Roasters Co-founder and CEO Konstantin Harbuz reveals the blueprint behind the city’s most prestigious coffee brand.
The Dh2,500 Cup: In September 2025, Roasters made global headlines with the Guinness World Record for the most expensive cup of coffee. Beyond the PR value, what was the “statement” you were trying to make about Dubai’s position in the global specialty coffee hierarchy?
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We are not driven by short-term profit — most of our earnings are reinvested into growth, quality, and people. Dubai has created incredible opportunities for me and my family, and Roasters is our way of giving something back: by delivering exceptional coffee, contributing to the culture, and helping position Dubai on the global map as a true coffee capital.
The Guinness World Record was a carefully planned initiative that required significant time, preparation, and precision. Our team sourced an extremely limited coffee lot and structured the pricing and documentation to meet Guinness World Records’ strict criteria.
The process involved extensive compliance and verification to demonstrate why this coffee qualified as the most expensive in the world. Achieving the record generated extraordinary global exposure — within two weeks, more than 1,000 international media outlets published articles about Roasters across multiple countries. The resonance was exceptional and deeply rewarding for the entire team.
What inspired the shift from a personal quest for the perfect cup of coffee into a brand that has redefined Dubai’s premium coffee culture?
It truly began as a personal obsession. My wife and I are genuine enthusiasts, and our original goal was simple: to create a space where we could serve the finest coffee in the world. Our first location was a large villa in Jumeirah, designed more for quality and curiosity than commercial gain.
We were pioneers there — introducing the first rooftop terrace in a Jumeirah coffee shop, along with VIP rooms and live roasting.
By 2021, the response was overwhelming. We had queues every weekend. That success caught the attention of major developers such as Dubai Holding and Emaar, which led to flagship locations in JBR and Dubai Mall within the same week. That was the moment it transitioned from a passion project into a serious brand.
As a brand known for rare beans, who are the minds maintaining these standards behind the scenes?
The creative foundation is very personal. My wife and I travel extensively to explore specialty coffee cultures and rare beans, and that continues to shape our selection strategy.
Operationally, we now employ a team of over 300 people. Our Quality and Beverage departments, led by a highly skilled Head Roaster and certified Q Graders, ensure that our uncompromising standards are maintained across all 11 locations.
The “Villa” Origins: Roasters started as a passion project in a Jumeirah villa. Now with 11+ locations, in the most premium spots in the city, how do you preserve that “intimate, artisan” feeling while operating at such a massive scale?
2025 became the year we doubled our presence and launched our international expansion. Almost every two months, we opened a new branch — starting with Emaar Beachfront, Sobha Hartland, Nad Al Sheba Mall, Palm Jumeirah Mall, and Dubai Hills.
Most of these locations were built by our own in-house fit-out team, Crystal Fit Contracting, which allows us to maintain full control over design quality, execution standards, and the overall guest experience.
Hong Kong & Beyond: You’ve announced your first international flagship in Hong Kong for April 2026. Why Hong Kong as the first step, and how will the Roasters concept adapt to the hyper-dense, fast-paced Asian market compared to the “villa lifestyle” of the UAE?
We are focused on international markets that are close to Dubai’s standards of service and business culture. Hong Kong is a very comfortable jurisdiction for business — efficient, safe, and supported by strong purchasing power.
Most importantly, our industry is developing rapidly across Asia, and we see strong momentum there. So while we are opening in Hong Kong, we are also exploring additional markets in parallel.
Roasters is already being seen there as a “game changer from Dubai,” and we plan to bring the same level of quality, design, and experience — while adapting to the faster pace and higher density of the Asian market.
What about GCC expansion?
The GCC is a strategic market for us, and we are already working on active business development in Saudi Arabia and Qatar. The locations will be announced later.
World of Coffee 2026: With Dubai hosting the World of Coffee event this month, the eyes of the industry are on this city. Do you believe Dubai has officially overtaken traditional hubs like Melbourne or Seattle as the “Specialty Coffee Capital”?
Dubai is definitely one of the top global leaders in the specialty coffee scene — with a proven track record.
Today, Dubai is rapidly becoming a true specialty coffee hub. Enthusiasts and professionals from all over the world are choosing the UAE as their base, and we are proud to contribute to this ecosystem through Roasters and to the country’s broader business and cultural agenda.
What has been the most fulfilling part of this evolution?
The guests. In 2026 alone, we expect over 1,000,000 guests. Seeing that level of trust is incredibly fulfilling. We do our best to meet expectations at the highest level, every single day.
You’ve been in the UAE for 12 years. Looking at the next decade for WealthGuard Holdings, is Roasters the “anchor” of your portfolio, or do you see yourself disrupting a new, unrelated sector with the same intensity?
WealthGuard Holdings is a diversified group supported by a talented and ambitious team. We continue to grow our portfolio in the UAE, with active real estate investments, our own realty business, our fit-out company, and of course Roasters as one of our most reputable and valuable assets. 2026 will be a major year for us, and we are focused on large-scale development and expansion across the group.
