Hola Sugarcups,

I wasn’t expecting to fall in love that day – with a brand, or a coffee shop. I just needed a caffeine hit in between back-to-back interviews and prepping for a Monday team readout. You know the vibe — one of those “death by schedule” kind of afternoons when you’re emotionally exhausted, running on long black, and thinking in bullet points.

I’d pinged my would-be-coffee-date, the effortlessly gorgeous, Smita, you know, one of those classic “we-should-grab-coffee-sometime” arrangements that had been drifting through the digital ether for months. Both of us are in London, both chronically busy, both low-key flaky – but somehow, we finally aligned, and I’m so chuffed! What was meant to be a casual meeting ended up just one of the happiest hang. Those rare conversations where you never check your phone, where convos float back and forth as if you’ve known each other longer than you have?

We stepped into Qima Cafe, hidden away like a little secret in the Covent Garden. There was something immediately different, not pretentious, not trying too hard; just intentional. Reclaimed wood, Arabic walls. And that smell; deep, earthy, faintly fruity, as if the room itself were alive with stories.

So we did what every good coffee snob does: We ordered the most hype train on the menu: Saint Ali Mokha. And damn, the hype is real. The first sip? Dried fig. Not the sweet fake kind, but the sweet goodness that is dark and sticky, that tastes like memory. It’s complex; earthy cocoa, a flash of spice. Smooth, yet bold.

We both took a beat. We just looked at each other and said, “Wait. Is this real?” Honestly, that cup was a whole trip. It was that this place, this brand, had designed a space that made human connection simpler. More natural. More grounded.

Once that initial rush of oh-my-god-this-is-so-good passed, the strategist in me kicked in. The whiteboard in my head starts populating. “What’s the growth ceiling? Where’s the emotional hook? What if this could scale?”

This wasn’t just a cool café. This was brand gold. Purpose-to-impact trajectory, already in flight with initiatives such as: “One Tree Per Cup.” But what if it could be more personal, even? What if the emotional impact of that one cup – Saint Ali Mokha and all its fig-tinged glory – could be reconfigured?

So yeah, I spiraled. In the best way. Presenting…

My Caffeine-Fueled Growth Map for Qima Cafe

Coffee Tree Passport

It is a digital passport, not a punch card. Plant A Tree: Every cup plants a tree, and you can track it, name it, receive photo updates from the farm.
Why it works: You’re making customers eco-warriors with bragging rights.

Coffee Ancestry DNA Kit

What you’re flashed could be a QR code of sorts. Where it was grown, who grew it, at what altitude. Bonus: A note from the farmer.
Why it matters: Converts coffee to connection. From commodity to a conversation starter.

Qima Bloom: Waste to Wonder

Used grounds turn into luxury soaps, scrubs and candles
Narrative: “Your Saint Ali Mokha is now your skin routine. Full-circle vibes.

Digital Forest of Impact

Your loyalty turns into a forest. Literally. Your tree grows in real time.
Microsite with updates, GPS pins, and your name tagged to each tree

Qima Drop: From Soil to Soul

Subscription box of rare micro-lots, Yemeni spices, cultural storytelling
Bonus: Handwritten notes from the farmers and Spotify playlists we’ve curated.

The Roast Room: Podcast + Coffee = Content Capital

That corner of your café? Convert it into a small studio for content creators. Podcasters, vloggers, ASMR junkies — every one’s searching for a genuine backdrop.
Hours: Rentable space, ambient café background, free flat white with each booking
Monetisation: Put everything in one package. Sponsored by Qima Bloom candles.

Beans & Braids: Afro-Arab Vibes, Bold Collaborations

This one’s a bit bonkers — but disruptively in a good way. A braid bar-café collab: Strut out with a protective style and a cardamom cold brew.
Mission: Celebrate heritage. Fund a tree. Spark conversation.

Wrapping It Up

I came in for a coffee. I left falling in love, a concept deck in my head, and a weirdly strong emotional bond to a fig-flavored espresso. That spontaneous meetup? We’re already planning a second round; next time trying the Qishr or maybe the Sufi Spice Cold Brew.

And Qima Cafe? You’re now permanently pinned on my Google Maps and my heart.

So here’s to the brand that does more than brew; it builds. And to the café that proves sustainability doesn’t have to be a buzzword; it can be a cup, a conversation, and a catalyst.

Until next time,

Love

Jasmin