Deena Ataie is the Owner and Director of Heriots Patisserie, a distinguished British heritage brand established in 1917. Since acquiring the business in 2016, she has successfully led its strategic transformation and growth across retail, e-commerce, and wholesale channels. Under her leadership, Heriots Patisserie has strengthened its market presence while remaining firmly rooted in its legacy of quality, creativity, and artisanal craftsmanship.

With a clear vision for sustainable and responsible growth, Deena has overseen product innovation, brand development, and operational expansion, positioning Heriots as a premium offering within both mainstream and halal markets. Her approach combines commercial acumen with a strong emphasis on excellence, authenticity, and customer experience.

Deena is widely recognised as an influential business leader within the UK food and hospitality sector. In 2024, she was a finalist for the Islam Channel Businesswoman of the Year Award, reflecting her leadership, impact, and contribution to enterprise. She is a sought-after speaker and has contributed to discussions at leading industry platforms and international forums, including Anuga, the Makkah Halal Forum (MHF), and PROPEL, where she has shared insights on entrepreneurship, brand growth, and the evolving halal economy.

Her expertise and perspective have also been featured in national media, including BBC Radio London, where she has spoken on topics such as sustainable business growth, leadership, and innovation within heritage brands.

A committed advocate for halal excellence within UK hospitality, Deena champions higher standards, greater visibility, and the evolution of modern, premium halal dining experiences. Through her work, she actively promotes inclusion, quality, and innovation, helping to shape the future of halal food and hospitality in the UK and beyond.