Chernihiv Confectioner Valentina Veryovkina Becomes a Heroine of BBC Podcast
Valentina Veryovkina, who was born in Chernihiv and now lives in London, has become the heroine of a podcast by the British broadcaster BBC. Her journey from home baking to opening her own confectionery in the British capital has attracted the attention of journalists and listeners.
This is reported by AgroReview
From Ukrainian Workshop to London’s Payava
In 2023, Valentina, along with her partner Olesya Lutsenko, founded the confectionery Payava in London. On her social media pages, she shared that the decision to open a new business was made possible thanks to the support of family and friends. In Ukraine, Valentina already had experience running her own confectionery workshop and worked under the brand ShaLiz, which provided her with over eight years of professional activity in this field.
“For almost two years, I hadn’t posted any sweet offers on my page… At the end of 2023, thanks to the support of my loved ones and friends, I made a decision that changed my life. For those who stumbled upon my page by chance, let’s get acquainted! My name is Valentina, and I am a co-owner of LTD Payava. I have over 8 years of experience in the confectionery field. In Ukraine, I had a confectionery workshop and the brand ShaLiz.”
Payava specializes in making a variety of desserts and supplies them to cafes that do not have their own confectionery production. Entering the British market proved to be challenging, and Valentina told the BBC about the difficulties of starting up: while in Ukraine clients actively supported her from day one, in Great Britain she had to earn trust from scratch.
Initially, the Payava team distributed baked goods for free at establishments so that potential partners could assess the quality. If the desserts were liked, cafes began to collaborate. This is how the first regular clients appeared.
Sweets Business and Promoting Ukrainian Desserts
Currently, the Payava confectionery accepts orders from both companies and individuals. Interested parties can choose a cake or other sweets on the website and arrange for delivery. Valentina pays special attention to promoting Ukrainian desserts in London – particularly her own honey cakes and gingerbread. She dreams of every resident of the city tasting Payava’s signature treats.
In her post celebrating the podcast release, Valentina shared her emotions about participating in the project:
“Our interview with the BBC is now live! We are sincerely grateful for the opportunity to share the story of Payava – our journey, the challenges we faced, and the inspiration that supports us. This is a conversation about new beginnings, believing in your passion, and finding sweetness even in the toughest times.”
The connection to Ukraine remains important for Valentina and Olesya. Both intend to return to Chernihiv after the war ends and resume their activities there.