Ulkar Bruce
Founder & CEO, Asma Group
Born and raised in Baku, Azerbaijan, Ulkar Bruce is the founder and CEO of Asma Group, a company established with the vision of introducing the richness of Azerbaijani culture, heritage and exceptional products to the United Kingdom.
Holding a bachelor’s degree with Honours in Oil & Gas Engineering, an MBA, and currently pursuing a PhD in Sales at Azerbaijan State Oil Academy, Ulkar combines technical expertise with commercial insight and strategic thinking. Her professional career spans nearly two decades across finance, accounting and financial management, with experience gained in both Azerbaijan and the United Kingdom.
Throughout her career, Ulkar has worked with organisations ranging from established national businesses to international companies, developing a strong foundation in financial management, operational excellence and business strategy. These experiences provided the knowledge and confidence to pursue her entrepreneurial ambition and establish Asma Group.
After relocating to the UK in 2020, Ulkar recognised an opportunity to introduce something truly distinctive to the British market. Inspired by the traditions, flavours and hospitality of her homeland, she founded Asma Group with the ambition of creating more than a retail business. Her vision is to build a company that celebrates authenticity, promotes cultural understanding and creates lasting connections through exceptional products and experiences.
For Ulkar, every product represents more than quality—it tells the story of the people, traditions and craftsmanship behind it. Through Asma Group and its first retail concept, Gourmet Boutique, she aims to introduce customers to a culture that remains largely undiscovered while demonstrating that our differences are opportunities to learn from one another and build meaningful relationships.
Known for her analytical mindset, strategic approach and attention to detail, Ulkar believes that sustainable success is built on trust, integrity and long-term partnerships. She combines enthusiasm with careful planning, believing that lasting success is built through integrity, consistency and attention to detail rather than short-term trends.
Looking ahead, her vision is to develop Asma Group into a respected international business that represents quality, trust and cultural exchange, creating brands and experiences that leave a lasting impression while remaining true to their origins.
Outside of business, Ulkar enjoys horse riding, hiking and martial arts, interests that reflect the discipline, resilience and continuous pursuit of personal growth that also define her approach to leadership.
"The quality of the products is outstanding. It's refreshing to find authentic Azerbaijani food and beverages sourced directly from trusted producers. Every product we've tried has exceeded our expectations."
"As a hospitality business, we value consistency and reliability. Asma Group Ltd delivers premium products with excellent service and dependable supply every time."
"Their commitment to authenticity really stands out. The loose leaf teas and speciality products reflect genuine craftsmanship and are unlike anything we've found elsewhere in the UK."
"Professional, knowledgeable, and passionate about quality. From product selection to customer service, Asma Group Ltd has been a fantastic company to work with."
"A trusted supplier with an impressive range of carefully selected products. We appreciate their focus on long-term relationships, quality assurance, and introducing unique products to the UK market."
