Our People
The Team Behind Roya
Roya is built by a young, ambitious team with experience across sourcing, sales, hospitality, finance, operations, logistics, customs, and marketing.
Built on Trust, Energy and Shared Ambition
Behind Roya Group is a team that believes trade should be built on trust, clear communication, and better products. Every person in the company plays a role in building customer relationships, finding new opportunities, and protecting the standard we want Roya to be known for.
Chief Executive Officer
Ali Charani
Ali leads Roya’s sourcing, supplier relationships, and logistics coordination. With a background in management and finance from the University of Bath, he combines commercial experience with a strong understanding of sales, hospitality, and trade.
Chief Financial Officer
Conrad Binelli-Thomas
Conrad heads Roya's financial strategy, trade structure, and commercial planning. With experience in food wholesale and an economics degree from the University of Bath, he provides the financial and strategic foundation to strengthen the business.
Chief Operating Officer
Hooman Torabi
Hooman oversees Roya's daily operations, Inventory coordination, and order fulfilment. His focus is making sure customers receive the right products, at the right time, with the level of service Roya aims to provide.
Chief Marketing Officer
Sam Javadi
Sam leads Roya’s marketing, visual identity, and creative direction. His work supports the way Roya presents its products, communicates with customers, and builds a recognisable brand.
Everyone Builds Relationships
Although each person has a clear role, Roya is not built around fixed departments alone. Every founder is involved in sales, customer acquisition, and building long-term relationships with the people and businesses we serve.
Customer Trust
We want customers to feel confident before, during, and after working with Roya.
Clear Communication
We aim to keep customers informed, supported, and comfortable throughout the process.
Shared Responsibility
Everyone in the team is responsible for helping Roya grow and protecting the brand’s reputation.
Meet the People Building Roya
Roya is still at the beginning of its journey, but the team is committed to building a company customers, suppliers, and partners can trust for years to come.