From travelling abroad and discovering a love for frozen yoghurt, to taking the leap into business ownership at 27, YOSWIRL founder Joana Richardson, is preparing to bring a brand-new dessert experience to Derby. Following her success in this year’s Hatch initiative, we caught up with the entrepreneur behind the self-serve frozen yoghurt concept to hear about her journey so far, what customers can expect when YOSWIRL opens at Derbion, and her ambitions for the future.
Firstly, congratulations on winning this year’s Hatch initiative! Can you tell us about YOSWIRL, where the idea came from, and the journey the business has been on so far?
Thank you! YOSWIRL is a self-serve frozen yoghurt experience built around creativity, choice and bringing people together. The idea came from my love of frozen yoghurt when I travelled abroad and noticing that there wasn’t really anything like it in Derby. I wanted to create somewhere fun, interactive and accessible where people could spend time together, make memories and enjoy creating something that’s completely their own.
I’ve always wanted to start my own business. I’m naturally very creative and have always had lots of ideas, but YOSWIRL was the one I kept coming back to. At 27, I decided to leave my job and take the leap. It’s definitely been scary at times, but seeing the empty unit transform, watching the machines arrive and creating our very first swirl has made it all feel incredibly real.
It’s truly been a collaborative effort from friends and family to bring YOSWIRL to life, and I’m so excited to finally share it with Derby.
The flavours and toppings on offer sound delicious. Can you tell us more about what visitors can expect in-store?
Visitors can expect a completely personalised frozen yoghurt experience. Customers can choose their swirl, add their favourite toppings and create something completely unique to them. We’ll have classic frozen yoghurt flavours including Original and Strawberry, alongside fun options such as Cookies & Cream, fruity flavours and a plant-based option too. Our toppings bar has something for everyone, from fresh fruit and granola to fun sauces and sweet treats.
With my background and master’s degree in nutrition, I’ve always been passionate about helping people build a positive relationship with food. For me, it’s about balance, choice and enjoying food without guilt. Whether someone creates a fruit-filled bowl or a fully loaded treat, I want people to enjoy the freedom of making a sweet treat exactly how they like it.
What would you say makes YOSWIRL unique?
YOSWIRL is about so much more than frozen yoghurt, it’s about the experience. Every part of the new space has been designed with the customer in mind, offering the chance to create your own personalised swirl, and discover our Swirl Studio (which will be revealed on launch day!).
We also have a children’s area and exciting plans for birthday celebrations, events and collaborations with local community groups. I’m naturally a really chatty, bubbly person and I want everyone who walks through the door to feel genuinely welcome. I hope people leave with more than just a frozen yoghurt, I hope they leave smiling, having made a memory and excited to come back again.
What is the ultimate goal for the brand?
My biggest goal is to build a brand that people genuinely love. I’d love YOSWIRL to become somewhere people automatically think of for birthdays, after-school treats, catch-ups with friends or family days out. Looking ahead, I’d love to continue growing YOSWIRL, whether that’s through festivals, a food truck or future locations. I hope YOSWIRL proves a local idea can grow into something really special.
What made you want to apply for Derbion’s Hatch initiative?
Opportunities like Hatch don’t come around very often. As a first-time business owner, opening a physical shop in such an amazing location is a huge step, and Hatch gave me the chance to introduce YOSWIRL to Derby in a way that wouldn’t have been possible otherwise.
It felt like the perfect opportunity to test a completely new concept in the area, meet customers and hopefully create something people genuinely enjoy.
How did it feel to find out that you had won this year’s Hatch competition?
Honestly, I cried! I went into the process with an idea I was incredibly passionate about, but I had no idea whether anyone else would believe in it. Finding out that Derbion loved YOSWIRL as much as I do made everything suddenly feel possible.
The first person I told was my boyfriend. He’s believed in me and the idea from the very beginning and has helped bring so much of YOSWIRL to life.
How has the experience of preparing your store at Derbion been so far?
It’s been exciting, challenging and a huge learning experience. There’s so much that goes into opening a business that people don’t always see, from choosing suppliers and testing recipes to transforming the store to be ready for opening day.
Watching the space gradually come to life has been incredibly rewarding, and now that launch is so close, it’s all starting to feel very real.
What would be your advice for anyone considering applying for next year’s Hatch initiative?
Go for it! You don’t need to have everything figured out before you apply. If you genuinely believe in your idea, that’s the most important place to start.
Hatch has given me an opportunity I never imagined I’d have, and it’s shown me that sometimes you just have to believe in yourself and take that first step. You never know where it might lead!
With opening day fast approaching, YOSWIRL is set to become the latest exciting addition to Derbion’s line-up of independent brands. As this year’s Hatch winner prepares to welcome her first customers, visitors can look forward to a fun, interactive experience that’s built around creativity, community and making memories, one swirl at a time.
