About Us

Ella de Beer Ltd was formed out of a love for hospitality, The hospitality and retail industry is one of the fastest growing industries post-recession Britain. We bring a wealth of experience to the table and would like to enhance the industry as a whole and see our craft becoming a profession that is valued and accredited.

We are here to devolve the expertise that we have gained over the years into the hands of entrepreneurs. Experience is born through mistakes and small, start-up businesses in London don’t often have this luxury. Our network of Very Useful people are brought together flexibly, as required to meet your requirements. We can tackle a specific project or remain in your network into the future.

People we work with

Ella de Beer


With over 20 years experience in the industry, Ella’s passion for the restaurant and shop floor has never faded. She prides herself her ability to work with owner operated, independent businesses and understand their vision. With over 16 restaurant and shop openings in the last 5 years, her ability to project manage, organise, recruit and train has enabled her to deliver successful growth for small businesses. As operations director, Ella has worked with the likes of Sourced Market, an independent retailer, and boutique pub and bedroom groups such the Epicurean Collection as well as large companies such as D&D London.

Neil Gander

Development Chef

Neil trained as a chef before completing a degree in Hospitality Management. Having spent time as a General Manager with, Hand Picked Hotels, Brunning and Price and ETM, he returned to the kitchen several years ago. His approach is built upon solid kitchen management, creating structured processes, food hygiene menu planning and financial management. He is analytical and meticulous. Neil has worked most recently as Group Executive Chef for Sourced Market.

Ian Sutton


Ian is a professional chef with over 28 years’ experience in hospitality and catering. During this time he has had the privilege of cooking alongside some of Europe’s most celebrated chefs in 5 Star Hotels and Michelin Star restaurants. Ian has worked with the likes of D&D London, The Savoy Hotel, The Dorchester hotel, La Tant Claire, St. Martin’s Lane Hotel, Marco Pierre White. He holds a 1st. Class BA (Hons) Degree in International Culinary Arts and is a qualified teacher. He brings the ability to train and coach a kitchen in classical savoury and pastry techniques. In addition, Ian has developed 3 apps which can support and highlight areas of cost within a kitchen and form the backbone of menu costing.

Edward McCann


Ed believes good design should be both simple in its solutions and transformative in its outcomes. He maintains that architecture is driven by artistry as well as accuracy. Through an approach that encompasses client collaboration, intelligent problem-solving and innovative thinking, he is uncompromising in his ambition to deliver spaces that meet and surpass client expectations. Ed has experience in delivering both retail and restaurant spaces and takes pride in a sustainable approach to materials.

Orla Cotteral

Graphic Design

With a background in art and design and a flair for both, Orla provides design and brand solutions for her clients, working alongside them to find a style that truly reflects their business, from logo design to finished print materials. Orla also works in-house for a niche retail and leisure property specialist as Marketing Co-ordinator managing the design and co-ordination of all their marketing requirements.

Daneen King


Original from Dublin, Daneen worked within casual and most notable Brasserie Na Mara moving then towards specialising in Design & found true passion with people moving in towards Talent management & headhunting now with over a decade of experience in the hospitality recruitment industry, Daneen is a leading authority in her sector and has successfully lead various recruitment strategies for some of the world’s most prestigious and up-and-coming clients.

Allen Pawlyn


Allen has been an accountant for over 40 years. He has spent the majority of that time helping small companies to grow  by keeping a tight rein on the finances while allowing the owners to concentrate on providing excellent service to their customers and developing the business. Allen has over the years worked for an award winning chain of gastro pubs, a boutique catering company, a large City caterer and an international interior design partnership as well as an array of other businesses.

Fiona Rassell


Fiona has the ability to inspire and energise like no other. Her workshops, training sessions and holistic approach to training demonstrate her true passion for developing people. Fiona’s career started in the world of hotels. Her workshops, events & management academies are always individual, dynamic & interactive. Delegates experience energising & thought provoking activities enabling them not only to understand the relevance of the learning & development, but also to use the learning’s gained when they return to their place of work — Real Training for Real People. Fiona’s clients have included: The Berkeley, Claridge’s, The Connaught, Sourced Market, The Zetter Group, Z Hotels, Waddwsdon Manor, The Seven Stars Resort & Spa, Café Murano & Murano, The Royal Automobile Club.




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