Start-up of the Week: BRW Society

Rupkatha Bhowmick

Home-grown in the UAE, BRW Society is founded by Laura Manning and is focused on tea mixology. The brand mixes unique ingredients with tea – depending on trends and seasons – to create colourful beverages with exceptional taste.

Since its launch in October 2019, BRW Society has received positive response. The engagement across its social media platforms has been significant, helping the brand build a loyal following, thereby increasing brand awareness and sales. BRW Society has seen incredible commercial success at The Ripe Market and has been able to build successful collaborations with Hello Chef and

We spoke to Manning about BRW Society’s plans to stay afloat and benefit from certain consumption trends – like increase in online purchasing – amidst the current COVID-19 crisis.

Laura Manning, Founder, BRW Society

Are you seeing a rise in online orders? If so, how are you ensuring delivery timelines?

We have seen a noticeable increase in the number of online orders this month (March) as well as the average order value. People are staying at home and drinking more tea which is great! It is important not to forget selfcare and taking time for ‘YOU’. We know times are tough right now; people are scared and fearful of the road ahead; we know because we are too. So, whilst we are isolated, we are asking people to come together – remotely – and connect with each other over a cup of tea. As a team, we continue to work hard to ensure we keep our customers stocked up with their favourite tea.  We work with amazing local couriers who have been super, getting our products to our customers on time.  We only take payment online to ensure contactless deliveries. Customers can also leave instructions when placing orders to be followed by the delivery drivers when delivering the goods, minimising hand-to-hand contact.

As a small business, how is the current situation impacting you?

We are working around the clock to minimise disruptions to our business and the tea supply to customers in the UAE. We have many international suppliers across many countries who fully support us and are helping us deliver. I am sure there will be challenges ahead but we are up for the challenge and we will continue to communicate with our customers every step of the way.

BRW Society’s plan for 2020 is to increase retail partnerships, but in the current situation that might be impacted. Are you changing your business-critical goals for 2020?

No one knows what the world will look like post Coronavirus. To say I’m not anxious about the road ahead would be a lie, but all we can do is stay positive and keep moving forward. Therefore, I remain focused on increasing our retail partnerships in 2020 and improving our digital platform to ensure it’s the best it can be.  I will continue to monitor the situation closely and adapt our goals as and when needed.