Women Who Launch: Yaroslava Malkova & Lunara Bramley-Fenton Of 971 Group

Yaroslava Malkova, Global Brand Director of the 971 Hospitality Group

Can you please share a little about your background prior to joining 971/what is your personal relationship to food and hospitality and how did it shape your career path?

I grew up with food that was simple but soulful—everything we ate came from the family allotment, and every meal was cooked at home. There were no restaurants and detailed recipes, just instinct and care. Flavour was everything. My first experience of dining out was in Japan with my aunt, and it was completely transformative—it opened a door I didn’t even know existed. I never imagined back then that restaurants would become my world, but once I stepped into hospitality, I never looked back. I met Iskandarbek Narzibekov, co-founder of the Pachamama Group, in 2015, and what started as a bit of social media work quickly turned into a full immersion. I became obsessed with the details—the atmosphere, the design, the storytelling behind a restaurant. That curiosity shaped everything that came next.

When dreaming up a new restaurant, what does the planning phase look like/what do you map out first?

I always start with the feeling I want the space to evoke. From there, everything unfolds—the story, the palette, the tone, the menu. The concepts themselves are usually developed early—we keep an arsenal of around 4 to 8 ideas at any given time. After that, it becomes all about finding the right space for it and adapting accordingly. Menu development is a huge part of this process. I work closely with chefs to build something cohesive yet impactful flavours that tell the story, dishes that feel specific and craveable, but still sit comfortably within a broader experience. Everything has to feel intentional.

How do you stay inspired? What keeps your creative energy flowing?

Eating. Constantly. I eat like it’s research—because it is. It’s the first thing I do when I land somewhere new, the last thing I do before I leave. I want to taste how people move through flavour, how they construct a dish, what it says about where they are. I could also say I stay inspired by fashion or antique markets, and sometimes I do, but really it’s about what’s on the menu for breakfast lunch and dinner. That’s what fuels me. That, and a very serious addiction to rye bread (she needs her carbs).

Of the London venues, which would you recommend people to try first and what dish would you suggest they order?

Yellowtail—at any of the venues. I think it’s a good marker of quality and flavour across the group. If you want context to our venues, start at zēphyr. Then head downstairs and get a drink at Naked & Famous.

What does a typical day look like for you?

No day looks the same, but you can almost always hear me running around one of the venues. The seeing part, not so much (yes, this is a short joke). I’m constantly doing something. Anything. Building different concepts, overseeing the marketing team, attending WAY too many zoom calls in my opinion and just making myself useful.

It’s fast, chaotic, and completely addictive.

What is the most rewarding aspect of your job?

Feeding people. Not just in the literal sense—though that’s part of it—but feeding them with atmosphere, with visual interest, with emotion. You see it most in the guests that come back. You start recognising them. You build something lasting, something personal. It becomes a kind of quiet relationship over time. It’s very grounding.

Are there any skills you're currently trying to learn/master?

I find it difficult to accept and usually keep it as far from me as I can, but it’s important to stay in tune with what’s happening—and I don’t think I can keep ignoring AI, even operationally. I’m trying to understand where it fits into the world of hospitality, and how we can use it smartly without losing the human touch.

What has been your proudest achievement to date?

My team. Without question. I’ve had the privilege of working with, and being trained by some of the most dedicated, talented people in the industry, and nothing we’ve built would exist without them.

Lunara Bramley-Fenton, Managing Director & Artist For 971 Hospitality Group

How do aesthetics/art play a role in the uniqueness of 971 Group's venues?

In today’s digital landscape, visual identity is everything. At 971 Group, we deeply understand the power of aesthetics—not just as decoration, but as storytelling. Our team crafts, in-house, each element with care, ensuring that the art, interiors, and brand visuals echo the soul of the restaurant concept itself. We're not interested in gimmicks; we focus on creating spaces that feel authentic, distinctive, and emotionally resonant. From the menu design to the interiors, everything is harmonised to create an immersive experience. Our goal? That someone scrolling through their feed instantly recognises a shot from one of our venues—no tags needed.

How do you stay inspired? What keeps your creative energy flowing?

The work is relentless, but in the most thrilling way. Still, stepping away is essential. Travel, discovering new places, visiting exhibitions, and simply changing my scenery refuels me. I’m also an avid reader of non-fiction—it helps me clear mental clutter and opens up space for new ideas to form and flow. Creativity, I’ve learned, requires rest and curiosity in equal measure.

What do you think makes the 971 Group unique? How do the venues stand out in a saturated market, especially like London?

Adaptability. London’s hospitality scene is in constant flux, and we embrace that rather than resist it. What sets us apart is our ability to evolve while staying grounded in our core: exceptional food, vibrant spaces, and a bill that doesn’t break the bank. We don’t chase trends—we carve out our own lane, and that allows our venues to feel fresh, relevant, and consistently full of life.

What has the international growth of 971 Group been like and how are you planning to take it to new heights in the future?

We’re only just beginning, but our ambition is limitless. We've built a strong identity in London, and now we're looking outward. Our first venture in Monaco breaks ground in June, and it’s just the start. Our aim is to bottle the same magic—culinary, visual, emotional—and pour it into every new location, wherever that may be on the map.

What does a typical day look like for you?

My days are a mix of movement and momentum—morning gym sessions, lots of emails, site visits, meetings, and the occasional creative rabbit hole on Pinterest. There’s usually a fire or two to put out along the way- restaurants are like living organisms. They’re sensitive, unpredictable, and always need your full attention.

What is the most rewarding aspect of your job?

It’s that moment during service when the room is buzzing and you can feel people fully immersed in the experience. Restaurants hold space for life’s biggest moments—birthdays, anniversaries, reunions—and being part of those memories is incredibly special. Creating spaces people genuinely want to return to is the biggest reward of all.

Are there any skills you're currently trying to learn/master?

I’m currently learning French in honour of our Monaco project. It feels important to not only connect with the culture but to challenge myself personally as we expand.

Are there any mantras/outlooks which have helped you through challenging times?

One word: acceptance. The ability to accept what is—rather than resist it—has been a cornerstone of my growth. It teaches flexibility, humility, and strength. When you let go of the illusion of control, you become infinitely more adaptable—and that’s where real progress begins.