Owner, Sparrows
Sparrows, an elegant and extremely ‘instagrammable’ bistro tucked away in a peaceful corner of Gulshan 2, has become quite the hotspot within the short time since it opened its doors to the public. Saroshah Islam, the mastermind behind Sparrows, is a graduate of University of Kent with a Bachelor’s in Business and Management (BAHons). Armed with a desire to create something of her own, at the young age of 23, Saroshah launched her brainchild, Sparrows.
In conversation with ICE Today, Saroshah talks about her experience, future and vision for Sparrows.
You recently established Sparrows – what led you to pursue this venture?
After I graduated in 2019 at the age of 21, I was just itching to get back to the real world. So I thought where better to be than my home country where the economy is turning ripe and brimming with opportunities. So I came back that very summer, and even before my graduation ceremony had taken place, I joined my family company, Flora Telecom Limited. I am happy to say that I made quite a few meaningful contributions to the firm; I worked with the marketing team of our Core Banking Software and gave it a much needed update. I also conducted an in-depth investigation on the UI/UX designs, and helped streamline the supply chain for our projects, bringing in new vendors and customers. But somehow all of that wasn’t enough – I still felt the need to create something of my own. And that is how the idea for Sparrows was hatched.
How has the experience of attending boarding school abroad shaped you as a person, and eventually as a food entrepreneur?
A large portion of my childhood education was here in Bangladesh at Sunbeams, which honestly played a crucial role in shaping my personality. It was there that I learned to be disciplined and tenacious. But, just like all birds, I needed to flap my wings and expand my horizons, so at 16 I went to UWC Atlantic for boarding school, which is where I really grew as a person. Being at UWC allowed me to develop an approach to life that truly is outside the box, and I gained a unique perspective on life that I could never have imagined before.
So, when I was young I thought I would never learn to cook. However, a few months into boarding school all of that changed. I found myself insatiably craving Bengali food. So I would call my mother at odd hours of the night asking for her recipes. At first, I failed miserably at cooking. The food would get burnt, or remain raw or simply just taste horrible. But I was determined to master the craft. Once I began to get better at it, I started to experiment with a lot of foreign recipes as well. I slowly realized that good food is powerful – it brings people together. It would fill me with joy when the smell of my culinary creations made everyone in the house ruch into the day room just to grab a bite.
A part of knowing good food is also experiencing good food. At UWC, we had students from 90 different countries, many of whom loved to cook and share their creations. It was like traveling across the globe and tasting multiple cuisines without having to even leave the day room.
SPARROWS IS MORE THAN JUST A CAFÉ. IT IS A HUB. IT IS A PLACE FOR SOCIAL GATHERINGS, WHETHER IT BE BIG OR SMALL
What makes Sparrows stand out among the rest in this oversaturated eatery market?
I would say that Sparrows is more than just a café. It is a hub. It is a place for social gatherings, whether it be big or small. It is a place to host meetings with your clients or partners. We even have seating options tucked away on the backside of our balcony for young lovers. With a lush, green lawn out front, Sparrows is a place where you can bring your kids so they can run around while you kick back with a delicious, cold drink. You can also simply come to Sparrows by yourself and curl up with a book while sipping on a coffee. Sparrows was designed to be inviting to everyone. We don’t want Sparrows to be a place where you come on occasion, but a space you can enjoy daily. A place to just be. The iconic neon sign that hangs above our staircase ‘Over Fear and into Freedom’ – a quote by Paolo Nutini, represents just that. We shouldn’t be confined to the cages we come from, but rather that we should roam this world freely without fear. That’s why all the cages hung on Sparrows’ ceilings are empty – because that is not really where birds belong.
‘Each meal is curated’ – what is the gastronomic journey like at Sparrows?
All the meals at Sparrows have been designed in alignment with our ethos. If our customers are going to be dining with us daily, then it is very important to offer them healthy and nutritional options prepared with fresh premium quality ingredients that they can enjoy guilt-free. Our salad bowls, for example, are not meant to be a starter or a side, but rather they are meals on their own. They come loaded with healthy proportions of greens, proteins and healthy fats that leave you fully satiated. Our sandwiches make for a hefty meal, designed for people on the go. If you don’t have time for lunch, you can just grab a sandwich and it will leave you feeling full for a while. Sparrows also offers some terrific brunch options, available all day long – it’s never too late for breakfast! Our menu has been specifically curated for every dietary need; we have keto, vegan, pescatarian, and even paleo options. We even offer ‘alternative lattes’ for those seeking a caffeine-free energy boost! I am also excited to share that we are brewing some exciting new items for the menu. We kept in mind that food isn’t just about maintaining health, it is also about experience and indulgence. Therefore, our new menu will be adding some of your favourite go-to comfort foods like burgers, fish and chips and poutine, as well as some gourmet culinary dishes such as beetroot gnocchi, fillet steak and more.
What are your biggest takeaways from this experience as a budding entrepreneur?
As an entrepreneur, I try to follow the mantra that I will grow as I progress. I launched Sparrows very soon after I graduated, with very little experience under my belt, at the age of 23! I can say without any hesitation that I have made many mistakes along the way, but every mistake has been an opportunity for me to learn and I believe that that is how you truly learn – by doing. This year has been particularly challenging for us, but I’m positive that Sparrows can survive this hurdle. What makes me especially confident is my faith in the team at Sparrows. They have been sincere since the very beginning, and they really are the backbone of the operations. If I am the maestro, they are nothing short of being the star musicians of the orchestra.
How important do you think is it to maintain a proper work-life balance?
Work-life balance has always been very important to me. The modern concept of being over-specialized can sometimes be detrimental to who we are as humans. We often get so caught up in our careers that we forget to look after our health or nurture our soul. I always try to eat healthy and exercise daily – usually a combination of weight training, running, muay thai and swimming. After all, your body is a vessel – how can you progress in life if you don’t take care of it? I also try to engage in activities that keep my mind nourished, such as reading, painting, designing and socializing. I like to live by the ideals of a ‘Renaissance man’, a concept posited by Leon Battista Alberti that states that a person should be universal and complete – “a man (read woman) can do all things, if he will.” You never know when a skill will come in handy. For example, my knack for design helped me conceptualize the interior for Sparrows which is now so hot on the ’gram.
What does the future look like for Sparrows?
Back when the situation was a little better, we hosted quite a few events at Sparrows such as a performance by Imran Ahmed Trio, a concert in collaboration with ‘It is What it is’, a Pohela Falgun mela and even a Valentine’s dinner. In the future we want to host more events – we want Sparrows to be a home for art, entertainment, music, creativity and passion.
Where do you see yourself in the next 5 years?
I am a very playful person, and I love to explore and experiment. Sparrows has been a fantastic method of expression for me. I can see Sparrows growing and evolving in the future. Evolving into what, you may ask? Only time will tell. I think it’s very important not to rigidly hold onto a fixed plan, but instead to try and listen to the environment and grow with it. I hope to explore other opportunities in the future – perhaps foray into another business venture in a completely different field, find new passions, new hobbies, and see the world!