The Team

Having been in the business for over 10 years, Heavenly Desserts are proud of the team we’ve built. Our team of talented professionals are dedicated to creating the best experience for you. Read through our staff profiles to learn more about our wonderful Heavenly Desserts team.


Yousif Aslam

Yousif has been involved in retail catering at ownership level since 2009, followed in 2011 as Operations Director of Heavenly Desserts.

He manages a team whose role it is to assist and steer franchisees and managers towards achieving best practice within their stores, and provides quality support and direction to ensure the stores trade at an optimum level of sales, profit and customer service. By joining Heavenly Desserts as a franchisee, you would benefit greatly from the knowledge and quality input Yousif and the team will provide.

  • Favourite Dessert

    I’ll Have What She’s Having

  • Favourite Hobby

    Brazilian Jiu Jitsu

  • Favourite Film

    The Good, The Bad & The Ugly


Mohammed Imran

Imran possesses over 15 years of experience in site acquisition, design, shop fit out and build and has overseen site selection for Heavenly Desserts sites to date. He has also played a key role in the Heavenly Desserts expansion.

Imran leads a team who will oversee the entire journey for you, from successful site acquisition to store design and fit out. With a keen eye for attention to detail, his primary role is to deliver an aesthetically pleasing store design within budget and on time ready for you to start trading.

  • Favourite Dessert

    Raspberry & White Chocolate Cookie Dough

  • Favourite Hobby


  • Favourite Film

    12 Angry Men

Our Team

We are an eclectic collection of individuals with different experiences and skills who come together to drive forward Heavenly Desserts’ success and growth.

  • Paul Davies

    Paul Davies

    Franchise Director

    Paul has been involved within the franchise sector since 1991, working alongside famous blue-chip brands. Quality franchise recruitment has played a major role in his career and therefore candidates wishing to consider Heavenly Desserts as a franchise can anticipate a calming, professional and transparent approach at all times and a very safe pair of hands to guide you through the process.

    Favorite Dessert: Custom Made Crepe With Fruit And Maple Syrup

    Favorite Hobby: Travel and reading

    Favorite Film: Deliverance

  • Simon Robinson

    Simon Robinson

    National Operations Manager

    As a Heavenly Desserts franchisee Simon will support you through the operational aspect of the business, you can expect excellent coaching and guidance to ensure your business will achieve operational excellence.

    Favorite Dessert: I Might As Well

    Favorite Hobby: Reading

    Favorite Film: A Good Year

  • Chris Conaghan

    Chris Conaghan

    Area Manager

    Chris has an extensive background in both the restaurant and retail catering industries where he has worked in various roles including Senior Store Manager and National Trainer for Whibread.

    Favorite Dessert: Secret Sensations Crepe

    Favorite Hobby: DIY, woodwork and playing with power tools!

    Favorite Film: The Big Short

  • Jacob Verity

    Jacob Verity

    Head of New Store Openings

    Jacob has a background in the retail and catering industry. Having begun his career as a Multi Site Operations Manager working with several brands that offer ready to eat Items to a full coffee experience. Jacob has a passion for driving operational excellence and ensuring smooth policies and procedures are in place to allow brands to excel in their future.

    Favorite Dessert: White Chocolate Cookie Dough

    Favorite Hobby: Flying

    Favorite Film: Erin Brockovich

  • Usaamah Ashfaq

    Usaamah Ashfaq

    New Store Openings Manager

    Usaamah manages the team who will essentially lay the groundwork for a successful store. Using his instinctive attention to detail to train team members, managers and franchisees Usaamah and his team ensure new stores are left working towards the highest levels of customer service, operational efficiency and consistency in excellence. He is committed to building win-win relationships with franchisees, colleagues and management.

    Favorite Dessert: Brownie explosion

    Favorite Hobby: Boxing

    Favorite Film: Snatch

  • Fiona Boswell

    Fiona Boswell

    Legal Team

    Fiona is a skilled, commercial lawyer experienced in advising businesses on effective contracts that can be used practically in the commercial environment of a business.

    Favorite Dessert: Crepe Affair

    Favorite Hobby: Spending time with family

    Favorite Film: Shawshank Redemption

  • Dawn Bezus

    Dawn Bezus

    Brand Development

    Dawn is a highly efficient, innovative and methodical marketing manager with extensive experience of supporting sales departments by reviewing, developing and defining their overall marketing strategy.

    Favorite Dessert: Nutella Crepe

    Favorite Hobby: Hiking

    Favorite Film: Blade Runner

  • Darren Dunn

    Darren Dunn

    Marketing & Communications Officer

    Darren has over 10 years experience in marketing, working with some of the biggest brands from an early age. Darren refers to himself as a digital marketer built for the now with an emphasis on social media and content production.

    Favourite Dessert: White Chocolate Cookie Dough!

    Favourite Hobby: Football

    Favourite Film: Halloween