St James’s has long been a hub of craftsmanship, heritage, and style – home to generations of artisans, designers, and entrepreneurs who have shaped its identity. This International Women's Day, we celebrate the inspiring women who are redefining tradition, pushing boundaries, and making their mark in this historic neighbourhood.

From pioneering tailoring on Jermyn Street to reimagining sustainable cashmere and curating a coffee experience rooted in connection, these founders are leading with creativity, resilience, and innovation. We spoke to three remarkable women – Emma Willis, Mandkhai Jargalsaikhan, and Devi Trianna – to hear their stories, inspirations, and advice for the next generation of female entrepreneurs.

DEVI TRIANNA

Bija Coffee brings a fresh perspective to St James’s, celebrating Indonesian coffee culture. What inspired you to open here, and how has the local community responded?

The first time I walked through St James’s Market and saw the shop, I had the feeling – it was the perfect place to introduce Indonesian specialty coffee. Even though it’s a bit tucked away, I saw so much potential. It’s surrounded by offices, fantastic restaurants, and right in the heart of Piccadilly Circus, where professionals, tourists, expats, and locals all cross paths. I wanted to create a space where people could slow down and savour something special.

The response from the community has been beyond our expectations. I’ll never forget the moment we started seeing familiar faces returning day after day, sharing how they’d never experienced Indonesian coffee like this before or simply customers who told me the coffee reminds them of a memory of living in Indonesia.

Seeing Bija become a daily ritual for so many people is the most rewarding part of this journey. We’re incredibly grateful for the love and support from the community, and we can’t wait to keep growing with them.

Women play such a significant role in the coffee industry (globally, 20% to 30% of coffee farms are run by female leaders and up to 70% of the production workforce), from farming to entrepreneurship. How do you ensure that your work uplifts and empowers women in the supply chain?

From the very beginning, my vision for Bija has been to carefully select traceable, high-quality Indonesian coffee beans that contribute to sustainability and supporting the Indonesian beans farmers.

Supporting women in the coffee supply chain is a natural part of that mission. Recently, we chose to source beans from Kindred Forest, who focus to be the foremost brand in rainforest preservation and regeneration, actively pursuing biodiversity through close collaboration with local communities.

One of the beans that we launched recently is from Kerinci Sumatra, Indonesia, where women play a key role in managing the process and in providing training and educational support to the farmers. By showcasing their products, we’re not only ensuring exceptional coffee quality but also supporting their livelihoods, strengthening their role in the industry, and contributing to a more equitable coffee supply chain.

At Bija, we believe that every cup tells a story, and part of our mission is to ensure that the women behind these beans are recognised, valued, and empowered.

Running a business is a journey full of lessons. What’s the most unexpected thing you’ve learned since launching Bija?

Running a business is full of surprises, but one of the most unexpected lessons I’ve learned since launching Bija is just how quickly customers have embraced and appreciated our coffee. I was overwhelmed by the response – from glowing reviews to heartfelt comments across all social media platforms – especially in the first three months since we opened our doors in mid-November 2024.

Apart from the praise, we also welcome constructive critique and positive input, as we see it as an essential part of our journey to continuously improve and serve our customers better. Seeing how people connect with our coffee so deeply and so quickly has been both humbling and inspiring.

Of course, starting a new business is never easy, especially for me. I always knew Bija would be about more than just coffee – it’s about culture, connection, and quality – but I never anticipated how fast it would become a community anchor.

Ultimately, Bija has taught me that a business isn’t just about what you create – it’s about how people experience it. And that experience is shaped by every detail: the warmth of a greeting, the perfect pour of an espresso, and the little moments that turn first-time visitors into loyal customers. That, to me, is the most rewarding and unexpected part of this journey.

If you could share one thing about Indonesian coffee culture that people might not know, what would it be?

One thing people might not know about Indonesian coffee culture is how deeply it is intertwined with storytelling and community. In Indonesia, coffee isn’t just a drink – it’s a ritual, a reason to gather, and a bridge between generations.

Coffee is a part of daily life in almost every Indonesian household. Many Indonesians prefer their coffee simple and unfiltered – just ground beans mixed with hot water, left for a few minutes to settle before drinking and served in a clear glass. Traditionally, some even pour it onto a saucer to help it cool down faster. This style, known as “kopi tubruk”, is one of the special drinks we proudly serve at Bija.

Indonesia is also known for its refreshing take on coffee, like “es kopi gula aren” – iced coffee sweetened with natural palm sugar syrup instead of artificial sweeteners. This traditional yet modern favourite has recently gone viral, becoming incredibly popular among younger generations in Indonesia.

At Bija, we bring this experience to London under the name “Ice Arenga”, a nod to the Indonesian arenga palm that produces this natural sweetener. We actively promote Arenga palm sugar for its rich flavour and benefits – organic, lower glycaemic, and environmentally friendly. Unlike refined sugar, it supports biodiversity and prevents deforestation. By using it in drinks like Ice Arenga, we offer a healthier, sustainable alternative while celebrating Indonesia’s finest natural ingredients.

What has been your proudest moment as a female founder?

My proudest moment as a female founder was seeing the name ‘Bija’ and our logo displayed in front of the shop for the first time. It was more than just a sign – it was a symbol of the journey I had taken, the challenges I had overcome, and the vision I had worked so hard to bring to life.

A year ago, this was just a dream. From brainstorming the name and designing the logo to curating the perfect beans, searching for the right location across London, attending coffee festivals, and engaging with roasters – it was a relentless pursuit. I had to convince not only business partners but even my own family – my husband and children – that this vision and concept was worth pursuing.

To make it a reality, I had to be open-minded – willing to receive input, adapt, and learn from experts in hospitality, finance, and even the legal aspects of running a business. It was never easy. I faced rejection, scepticism, and countless questions: What is Indonesian coffee? Will it resonate with people here? But I kept going.

To prepare myself, I took an SCA course to learn coffee fundamentals, surrounded by people half my age. I started from zero, with no background in hospitality – only a deep passion for storytelling and resilience built from over 20 years in broadcast journalism. I graduated from Goldsmiths, University of London, with an MA in TV Journalism through the Chevening Scholarship from the British Council.

My career took me from being a news reporter, news anchor, and senior producer at a major TV news network in Jakarta to working with BBC World Service London and Online China’s news agency while I lived in Dubai, UAE, covering major international events like royal weddings, presidential state visits, and even the most recent King Charles’s coronation.

That experience – meeting people, asking questions, telling stories – has shaped the way I approach Bija. It’s not just about serving coffee; it’s about educating, sharing, and creating conversations around Indonesian coffee. Through cupping sessions, events, and storytelling, I want to bring that experience to life and continue making Bija a space where people can discover something new.

So, when I saw Bija’s name up on that shopfront, it wasn’t just about opening a coffee shop. It was a reminder that resilience, passion, progress and belief in your vision can turn a dream into reality.

International Women’s Day is about celebrating progress while acknowledging the challenges women still face in different industries. As a female founder, what barriers have you had to overcome, and how have they shaped you as a leader? On the flip side, have there been moments where being a woman in this space has felt particularly empowering or uplifting?

For me, starting a business meant facing the stereotype of whether, as a woman, I could actually do it – especially in a male-dominated industry like coffee. But beyond that, I was introducing something completely new: Indonesian specialty coffee in the heart of London, which is already a city with a saturated artisan coffee scene, where most independent shops focus on Brazilian, Colombian, or Ethiopian beans. Convincing people that Indonesian coffee deserves a place on the map wasn’t easy.

I’ve learned that when you start a business with passion, doors begin to open – new opportunities arise, and the right people come into your journey. As a leader, I’ve become more resilient, adaptable, and strategic – if Plan A doesn’t work, there’s always Plan B.

On the flip side, being a woman in this space has been incredibly empowering and uplifting. One of the most rewarding parts of this journey has been mentoring and passing on my passion and knowledge to my female barista and staff.

To me, empowering women isn’t just about grand gestures – it’s about creating an environment where they can learn, flourish, and succeed. If I can inspire even one woman to step into leadership, whether in coffee or another industry, that is a success.

Finally, St James’s has a deep appreciation for craftsmanship, whether in tailoring, perfumery, or coffee. Where’s your favourite place in the area to unwind or soak in the atmosphere?

One of my favourite places to unwind and soak in the atmosphere is St James’s Park. There’s something about stepping away from the city’s fast pace and just taking in the greenery, the sound of the fountains, and the sight of people enjoying a quiet moment. It’s the perfect contrast to the energy of Piccadilly, and it reminds me why this part of London is so special.

I also love walking through Jermyn Street – just admiring the heritage brands, the meticulous craftsmanship in the shopfronts, and the timeless elegance of the area and even just watching people pass by. There’s a real sense of history here, and I find that inspiring.

I remember one Saturday afternoon, an elderly couple visited Bija. As we chatted over coffee, the wife told me she was accompanying her husband to buy a new suit on Jermyn Street – a place they had cherished for years. It was a simple, everyday moment, yet so special. Over that conversation, they praised our coffee, and I shared stories about our Indonesian coffee beans, and they loved learning about them just as much as they enjoyed their drinks.

That moment reminded me of what makes St James’s so unique – the effortless connections you can make with people, even strangers, over a shared love for this area. In an era of intense social media, where digital interactions often replace real ones, sometimes a simple conversation over coffee can brighten your entire day.

That’s the essence of St James’s. It’s more than just a historic neighbourhood – it’s a place where craftsmanship, tradition, and personal connections are still valued. And through Bija, I hope to continue fostering these moments, one cup of coffee at a time. Bija means ‘seed’ in Sanskrit – a symbol of new beginnings, growth, and potential.

Just like a seed grows into a strong tree that gives back to its surroundings, I hope Bija continues to flourish, bringing people together and sharing the richness of Indonesian coffee culture.