Long before “Samra” became a brand, it was simply Sarah Al-Hajj in her kitchen, experimenting with Arabic and Turkish coffee and sharing it with family and friends. What started as a simple love for coffee gradually turned into something more—a small home project fueled by passion, curiosity, and the joy of seeing others enjoy her brew.
Starting from scratch, Al-Hajj launched her project, “Samra,” through social media to reach customers and build a bridge of trust with the community and lovers of authentic Yemeni coffee. In doing so, she crafted an inspiring story built on quality, passion, and distinction.
The idea evolved. She began purchasing coffee beans herself, driven by her passion to prepare them in innovative ways. She experimented with different varieties and brewing methods to attract customers and cater to diverse tastes.
Sarah believes that every roasting process requires ritual and intense focus to achieve the unique flavor that satisfies customers’ taste and mood. She maintains that dedication to one’s craft and building strong human relationships with clients can be the most powerful tools for success—even under the most difficult circumstances.
Self-Education
Sarah’s family was forced to leave the city of Hodeidah and relocate to Sana’a due to the war. Harsh realities pushed her to take jobs far removed from her ambitions, yet she never abandoned her passion for coffee.
Through self-driven learning, she mastered every aspect of coffee—from bean selection to roasting, brewing, and tasting—until she became a certified expert with international credentials in barista skills, roasting, and coffee preparation.
She told Yemen Platform, "I used to roast coffee at home using simple tools. The beginning was full of challenges, but I learned to overcome obstacles through research, experimentation, and making the most of every circumstance.”
Social media was her only available channel to reach people, so she transformed her digital platforms into a vibrant, interactive space that went beyond posting photos to creating a complete customer experience.
Her engagement with clients does not stop once the order is delivered. She provides personalized brewing advice, listens carefully to feedback, reads customers’ emotional cues, and even senses their mood from the tone of their voice—adding a touch of warmth to her messages or recommending a calming blend when needed.
Innovative Offerings
According to Al-Hajj, a project’s success depends not only on product quality but also on creativity in presentation. This led her to focus heavily on packaging and product bundles, sourcing her tools from China and Malaysia.
She explains that neat, attractive packaging reflects product quality and draws customers in—strengthening her brand’s position amid increasing competition and distinguishing it in both local and international coffee markets.
In a market witnessing a significant rise in coffee roasteries, Sarah chose to adhere firmly to her standards “even if the profit margin is small.” She insists the product must remain exceptional, without compromising the quality of beans, roasting, or packaging, while maintaining a reasonable margin of profit.
She also worked to offer products suitable for different social and economic levels by creating tiered packaging options based on customers’ purchasing power—while preserving quality—because she aimed to reach all segments of society.
Loyalty to Passion
Sarah’s dedication and commitment to her project made its name synonymous with her own. People began calling her “Samra”—a name inspired by the warm, dark hue celebrated in classical Arabic poetry, including by the Yemeni poet Mutahhar Al-Eryani. Over time, “Samra” became more representative of her identity than her given name, symbolizing her deep passion for coffee.
She advises small business owners to believe in their goals and abilities and remain loyal to their passion regardless of circumstances. The journey, she says, will be filled with challenges—but there will always be a door that opens.
She also believes that women’s role in coffee production has become more visible and impactful, and that women have successfully competed alongside men in this field.
Samra’s story is a model of authentic entrepreneurship built on trust and quality. In every cup she sells, she offers more than just a beverage—she preserves heritage and builds relationships, proving that in the digital age, genuine attention to detail and human connection remain the most powerful algorithm of all: the path to the heart, and from there, to the market.
