About us

The Firm

Sterling Associates is a proactive firm of Chartered Accountants and business advisers based in Elstree, Hertfordshire.

We offer a wide range of accountancy and advisory services tailored to your individual needs, and specialise in providing advice to small, medium-sized and fledgling companies and businesses.

As business owners ourselves, we understand the pressures involved in running an enterprise and are thus well-equipped to ensure the process runs as smoothly as possible.

With a host of practical business skills, our friendly team of professionals will not only help you meet your legal accounting and tax obligations, but also assist in the growth and development of your firm.

To find out more about how we can help you, please contact us.

Team Profiles


Jayendra Ved is a general practitioner and advises a wide range of clients on general business and commercial matters, with an emphasis on new business start-ups, UK inward investment, buying and selling companies as well as entrepreneurial businesses.

His regular client work includes strategic tax advice, raising finance, corporate structuring and general commercial advice as well as accounting and audits of small and larger private and listed companies. 

Jayendra has assisted clients in the acquisition and sale of their business, including initial negotiations, due diligence, tax structuring of the transaction and working with other professionals such as brokers, lawyers and top four accountancy practices.

Jayendra is a Fellow of the Institute of Chartered Accountants in England and Wales and has recently taken on a seat on the Board of Directors in a listed company in Malaysia.

Jayendra trained with a four partner firm in London and qualified in 1988. He also worked for a 20 partner medium sized West End based practice for eight years where he progressed from audit senior to managerial level. In 1996 he formed Sterling Chartered Accountants in partnership with a friend. Under his stewardship, Sterling has expanded to a considerable size, both in terms of the fees generated, the number of clients and in the range of services provided by the practice.

Jayendra is married to Suchita and has two daughters. His is also an avid cricket fan.


Milan studied Economics at the University of East Anglia in Norwich and after qualifying with an Honours degree, he moved to London to pursue his career as an accountant.

In January 2010, Milan joined Sterling Associates as a manager in order to assist the partner in running the audit and accounts department and the overall operation of the firm.

Milan has over 20 years’ experience in the profession and has worked for several firms, ranging from small practices to top 20 firms. Before joining Sterling Associates, he was an audit manager in the Business Advisory Services Department with UHY Hacker Young LLP in London, where he managed and supervised various large audit assignments operating in the UK, Europe and USA. Milan also dealt with the compliance requirements necessary under the International Standards of Auditing, Financial Reporting Standards and Companies Act 1985 and 2006. Prior to this, Milan was a manager with a 10 partner firm in North London for twelve years where he was involved in the team planning, budgeting, delegation and review of various audit and accounts tasks.

Milan qualified with the ACCA in 1991 and obtained his practicing certificate in 1995. He is eligible to practice as a registered auditor in the United Kingdom.

Outside of work, Milan has a passionate interest in Formula 1 racing, cricket, cooking and swimming.