Sheffield Hallam graduate turns redundancy into entrepreneurial success

A Sheffield Hallam graduate made redundant three years ago has now achieved entrepreneurial success with her Sheffield-based start-up.

Emilia Ashton-Foreman, a former Sheffield Hallam University student and architect, made the bold decision to quit her career and start her own business, MyAçaí.

Emilia studied architecture for five years at Sheffield Hallam University before securing a role as an urban designer. However, in 2022, she was made redundant and let go by her employer, leaving her feeling “lost”.

Emilia told The Sheffield Tab: “I didn’t want to go back. The experience of being let go really put me off. I didn’t have the best of experiences in the industry and had bad employers.”

While at Hallam, Emilia had always had a passion for making açaí bowls on the side. In 2022, she decided to turn her hobby into a business and leave her former career behind.

Açaí bowls are healthy smoothie bowl, which started trending in 2017 after in places such as Australia and America. Since then, their popularity has grown and has become a staple in the health and fitness landscape.

Emilia said: “When I lost my job, I wasn’t myself. I was isolated, and I went through a mental shift. But then I just thought, let’s do it.”

She admitted it was a “big decision” but knew it was the right one. Reflecting on her time at university, she said: “As a student, I feel as though I never got the support. I was always on my own, and I never reached out to anyone. But after starting my business, I’ve learned the confidence to reach out to people.

“I wish I would have told myself to sack university off. Stop all the late nights, the deadlines, and just started.”

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Despite her struggles during university, Emilia’s business, MyAçaí, took off after she began sharing videos online, showcasing how the bowls are made and offering behind-the-scenes glimpses into her journey.

She said: “The engagement went through the roof when I started to include myself in the videos. I’m not just building ‘MyAçaí’, I’m building myself alongside my brand.”

In addition to her açaí business, Emilia has also launched a yoga business, MyMovement, to help fund her work.

She said: “I’m really proud of myself for running these businesses, and I am really capable of what I want to achieve. I’ve learned you have to push yourself, and the harder you work, the more it pays off.”

Emilie is constantly building her presence on TikTok and Instagram, with multiple videos achieving high engagement and view counts.

MyAçaí is currently operating from The Deli in Greystones, with plans to eventually open her own locations nationwide, where she can expand her menu and introduce fitness classes.

With her açaí bowls now stocked in various locations across Sheffield and available for nationwide delivery, Emilia is hoping to continue expanding her brand even further.