Name: Ulkar Bruce
Company: Asma Group Ltd
Job title: Director
Give us the elevator pitch for your business.
Asma Group is an Aberdeen-based company bringing Azerbaijani flavours and culture to Scotland. Through Gourmet Boutique, we offer distinctive foods and wines, alongside a welcoming space for tastings, private events and business gatherings.
Our aim is to help people discover something new and create meaningful connections through food, culture and shared experiences.
Who are your customers?
People and businesses looking for distinctive food, drink and experiences in Aberdeen:
- Local residents and visitors curious about Azerbaijani flavours and products from the region.
- Azerbaijani and wider Caucasus communities looking for familiar foods, drinks and cultural connections.
- Food and wine enthusiasts interested in trying products they may not find in mainstream shops.
- People buying unusual gifts or items for celebrations and special occasions.
- Businesses and private groups booking tastings, team-building sessions, business gatherings or private events at Gourmet Boutique.
What is the biggest challenge and opportunity your organisation is facing right now?
Our biggest challenge is turning launch interest into steady, repeat business. Gourmet Boutique has a distinctive offer, but the shop will need enough regular sales and event bookings to cover its ongoing
costs and support future growth.
The biggest opportunity is the combination of Azerbaijani products and a bookable events space. That gives people more than one reason to visit: they can discover the food and wine, attend a tasting or tea night, or bring their own group for a private or business event.
Those experiences can help build a loyal local customer base and set Gourmet Boutique apart in Aberdeen.
What is your word of advice for fellow Chamber members?
My advice is to stay curious, build genuine relationships and listen closely to your customers. You don’t need to have every detail perfect before you begin - keep learning, adapt as you go and let trust grow one conversation at a time.
What is the best thing about being a Chamber member?
What appeals to me most is the chance to connect with local businesses, learn from their experience and build relationships that can help Asma Group grow and contribute to Aberdeen’s business community.