Discover the INCREDIBLE journeys of the women in our community.
In our Member Stories, we hear from our members about the experiences that have shaped them, the challenges they’ve overcome, and how they are driving impact in their industries and beyond.
Sally El-Arifi
Founder
Laffe Goods
After studying Food Science at university, I trained and worked as a baker, chocolatier and chef in some of London’s leading kitchens. In 2022, my first cookbook, The Little Book of Bananas, was published by HarperCollins. In 2024, I began developing the idea for Laffe Goods — a business focused on creating delicious sauces and condiments by reducing food waste.
Share an experience or challenge that has shaped you? Having cancer 3 times has really shaped me. For better and for worse, it has had a major effect on why I am the way I am. To put a silver lining on the experience, I guess it has made me more resilient to the ups and downs of general life. I think it has also
made me more of a risk-taker. Life can really throw curveballs at you at any point, so I feel like I am more likely to take a risk on big decisions, like leaving my job for my business, because who knows what might happen next!
made me more of a risk-taker. Life can really throw curveballs at you at any point, so I feel like I am more likely to take a risk on big decisions, like leaving my job for my business, because who knows what might happen next!
Best piece of advice you have ever been given? Not quite advice, but a quote from one of my old managers: ‘If you make a mistake, I won't be angry, I will only be angry if you hide it from me, because most of the time I will know how to fix it.'
She was one of the best bosses I have ever had and reminded me that everything can
be fixed or altered so that you can still end up with a positive result. Every mistake is an
opportunity to adapt and be creative.
She was one of the best bosses I have ever had and reminded me that everything can
be fixed or altered so that you can still end up with a positive result. Every mistake is an
opportunity to adapt and be creative.
What advice would you give to your younger self or a woman just starting her career? Network, network, network. There are so many amazing people out there who are eager to help you out.
What does success mean to you? Success for me is being proud of what I have created without comparing myself to others. I would like my business to have a positive impact on the environment, however small, and to raise awareness of food waste. If I also don’t fall into the trap of profit without purpose, I think I’ll be happy.
How do you handle challenges and changes? What's in your toolkit? I often stress about my own mistakes and expect myself to be perfect. With experience, I have realised that nothing is the end of the world; everything can be fixed, even if it doesn’t end up how you originally imagined.
I will still occasionally have my little 5
minute panic, but then brush myself off and remind myself that everything will be fine, and it will all work out in the end.
I will still occasionally have my little 5
minute panic, but then brush myself off and remind myself that everything will be fine, and it will all work out in the end.
Why is it important to support women in business and women-led business? There is the ‘confidence gap’ where women are less likely to start a business because they don't have the confidence. I could not have gotten to where I am without that support, so it would be amazing to see a world where there is more support for women and more women-led businesses.
60 Seconds with Sally El-Arifi
My inspiration is: My support circle of amazing friends and family
My greatest fear is: Going back to working for someone else, where I am underpaid and overworked!
The most courageous thing I have ever done is: Betting on myself.
I am most proud of: That I am still working towards my own goals and that I keep going even through the downs.
Guiltless pleasure: Relaxing on the sofa for hours, rewatching my favourite shows in my massive heat-up hoody and a cup of tea.
Mantra I live by: Your mistakes are bigger in your own head than anyone else’s, and everything can be fixed.
Female role model: It is hard to choose just one. I am surrounded by so many amazing and wonderful female role models in my family and friends. I don’t want to single one
out and leave anyone out. Every woman in my life has taught me something different.
out and leave anyone out. Every woman in my life has taught me something different.
Women-led brand I love: Shout out to As We Are Bakery and Emmy Hazel. Both companies are founded by amazing women that I have worked closely with and have inspired me in my own
ambitions.
ambitions.
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