Know Us More:

ASH is a part of Coffee Lights Ltd. which is a company that specializes in the running of coffee shops, consultation, training of staff and baristas, and coffee import and export. We are registered with SCA (Specialty Coffee Association). All of our staff are trained and qualified by SCA and aspire to keep improving and to spread our knowledge and passion throughout the community.

How We Think:

When starting the company, we went into a meditation like mind frame, as our believes revolves around the incubation of similar like-minded people who will come to form our community at a later stage.

This community is formed by attracting undaunted strivers and empowered activists who appreciate the life of innovation and health, they are most times than not determined, creative and seeker of a balanced lifestyle.

We knew what wanted yet it was difficult to pour all of it in one word or a symbol, until we stumbled across the ASH Tree. We researched this magnificent ancient tree and what it symbolizes across centuries, numerous cultures and mythologies. We were smitten by it and so we decided to adopt it as the entity that will present who we are (Community, Creativity, and Health) - ASH concept.

Shooting to Be:

We understand the struggle the new generation is going through and we would like to be the destination for coffee startup community as a presence and become more of a shared symbol for the future generations rather than just a physical location.

We know that our dreams are big but nothing is impossible with the right formula and support. Our strength will definitely be generated by people who share our ideology and way of thinking.

Vision:

To grow with our local community, their talents and be a major player in changing the way specialty coffee is perceived in the middle east.

Mission:

Make specialty coffee more exciting by adopting community based mutual success strategies.

Core Values:

  • Social Responsibility: From the community to the community and that shall be our duty which will ensure mutual success to all involved parties.

  • Innovation: Becoming involved, listening to both advice and criticism, and keeping an open mind is how innovation is created, it is not a claim but actions.

  • Life-style: Being the teacher or the student we are open to both. We advocate for a well-balanced life-style which will be translated through our offered products and services (We are always open to join forces – so make sure you reach out).