How it all started

Jovana and Alex decided to move to London from Serbia after Alex completed his Master in Management at London Business School. They applied for LBS’s business incubator program and secured a spot, receiving crucial support to navigate the UK immigration system as Graduate Entrepreneurs. During this time, Japes was only an idea, but their determination ran deep, and they began searching for their first site.

They found a space in Soho that had previously operated as a pizza restaurant. The outgoing owners wanted to exit quickly, which created intense pressure for a fast deal. Most landlords had previously turned them down due to their lack of experience, leaving them little choice. Despite the stress and uncertainty, Jovana and Alex took the leap, determined to transform this opportunity into their dream pizzeria. By the end of 2018, Japes Soho opened its door.

During the Covid lockdown, Japes began selling pizza kits nationwide, helping us keep revenue flowing and maintain our core team. These kits, shipped via post and still available at shop.japes.uk, also spread the Japes name to even the most remote corners of the UK.

We opened our second restaurant in Greenwich, a historic London district renowned for its maritime heritage and vibrant local community. Its charming atmosphere made Greenwich the perfect spot to share our love of pizza with even more Londoners.

We launched our third Japes in Camden, a lively neighborhood famous for its alternative culture, bustling markets, and eclectic music scene. Around the same time, our fourth location opened in Cheltenham, a picturesque spa town celebrated for its beautiful architecture, thriving festivals, and relaxed charm. Both new sites carry forward our mission of delighting communities across the UK with our signature Japes experience.