Natalie Chiu, 36, and her husband Charlie have built Saicho, a premium sparkling tea company, into a business with 24 employees and listings in Michelin-starred restaurants. The venture was born from Natalie's personal experience of feeling excluded during fine dining due to alcohol intolerance, which she describes as making her feel "second-class."
The couple, both scientists, officially launched the brand in 2019 after developing the concept for years. They invested approximately £25,000 of their personal savings, combined with £5,000 won in a 2018 university entrepreneurial competition. In its first year of trading, Saicho generated around £45,000 in revenue.
From Flavour Curiosity to Full-Time Commitment
Dr. Natalie Chiu's path began in Hong Kong, influenced by her father's work in the fragrance industry. She moved to the UK at 18 to study food science and later completed a Ph.D. in flavour chemistry. After graduating, she worked a postdoctoral research position and later as an open innovation lead at a food company, developing Saicho concepts during evenings and weekends.
Her husband, Charlie, transitioned to working on the business full-time earlier than Natalie. "I reached a point where it was occupying my mind completely, and I needed to fully commit," Natalie stated. She left her corporate role last year to dedicate herself entirely to Saicho, acknowledging the move was "scary because there was less security."
Scientific Partnership Strengthens Marital Bond
The co-founders credit their successful partnership to their shared scientific background and complementary personalities. "We embrace different ways of thinking," Natalie explained. She believes managing the company together has strengthened their relationship, as they can better understand each other's professional pressures.
"It's really difficult not to talk about the business, but as long as we're both willing to discuss it, it makes for a healthy relationship. We're able to solve things much quicker that way," she said, accepting that their personal and working lives are permanently intertwined.
Overcoming Doubt in a Nascent Market
The couple faced significant challenges introducing the novel concept of premium sparkling tea. "Sparkling tea is still a relatively new concept. We spent time educating people in the beginning. There was a lot of pushing down doors," Natalie recalled. Their strategy involved personally visiting restaurants to provide samples and face potential rejection.
"I learned to embrace that we could face rejection. I told myself there's also a chance that someone will say, 'Yes, that's great,'" she said. This persistence ultimately led to their products being stocked in high-end culinary establishments.
Reflecting on her journey, Natalie Chiu noted she did not become a flavourist as once intended, but found profound reward in "creating products that people can experience." The business continues to operate from the UK, where Natalie has lived since 2008.