Fashionista Finds Her Calling In The Coffee Business

By Sandhya D’Mello
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) Meet Elena Weber, CEO and founder of “Icons Coffee Couture.” The company has evolved into an international coffee franchise chain that has outlets across the UAE and GCC. By 2020, “Icons” plan to be in 10 to 12 countries.


Meet bold and beautiful Elena Weber, CEO and founder of Icons Coffee Couture, who converted her passion into a successful business.

The former international model has set up the Icons Coffee Couture, a coffee shop that provides an assortment of foods which are high in micro nutrition and serves 100 per cent organic, German bio seal certified coffee and tea.

A special ingredient in most of the beverages and desserts served at Icons Coffee Couture is stevia.

Also known as honey herb, it is the first all-natural sweetener with zero calories. It is 300 times sweeter than sugar and unlike normal sweeteners, it is free from chemical enhancements.

Says Weber: “The idea is about having something healthy, yet joyful. Being a model, I always had to watch my diet.

For me, scrumptious desserts and rich drinks were a no-no. That’s what motivated me to introduce a concept that combines health with the goodness of sweet delights. Icons is a place where one doesn’t have to be on a restricted diet because of health reasons such as diabetes or weight concerns.

“We use stevia, organic and fresh ingredients, all of which help detox the body and improve the immune system to provide healthy options to our customers,” she adds.

Weber’s career started with modeling and she simultaneously completed her graduation before turning to entrepreneurship by starting Icons. “My one true dream was inspired by my charity month in Argentina. Five years later, here I am — the co-owner and CEO of Icons Worldwide and its franchise brand Icons Coffee Couture.”

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