Bio

I'm a self-taught cook with roots in Saudi Arabia and a passion for sharing culture through food. After moving to the UK, I reimagined the celebratory meals of my childhood into comforting, sustainable street food — creating Miellass, a brand built on flavour, tradition, and connection.

Nationality: Saudi Arabian

Q&A with Jenan

Why did you apply for UP Collective?

I applied to UP Collective to gain the structure, support, and community I needed to turn a personal passion into a real business. I had the idea, the story, and the recipes — but I needed help shaping it into something scalable and sustainable.

What was the best part of the programme for you?

The best part was connecting with mentors and peers who truly understood the journey — not just the business side, but the emotional side too. It gave me a space to reflect, build confidence, and realise I wasn’t alone in figuring it out.

Which were the biggest learning moments or challenges?

One of the biggest learning moments was understanding my value proposition from an investor’s perspective — not just why I care, but why others should. It pushed me to refine my pitch and clarify how my product fits into the wider market.

How did your confidence or identity as an entrepreneur change?

Before UP Collective, I saw myself as someone with a good idea. Now, I see myself as a founder with a clear vision, a plan, and the confidence to speak about my business with purpose. I’ve started trusting my instincts and owning my story.

What are you planning to do next and how did the programme help you understand that?

I’m preparing to launch Miellass at local markets and pop-ups, testing the menu and brand in real time. UP Collective helped me break the journey into manageable steps — from defining my customer to managing costs — and that clarity has been key.

How would you describe your experience to someone thinking about applying for UP Collective?

It’s more than a business programme — it’s a safe space to grow as a founder and as a person. You’ll leave with practical tools, real connections, and a renewed sense of direction.

What did you find unique about UP Collective?

The focus on identity, community, and wellbeing alongside business fundamentals. It’s rare to find a programme that recognises how personal entrepreneurship really is — and supports you on both levels.