Life
Co-founder of Dubai’s Viral chocolate, FIX Dessert Chocolatier, Sarah Hamouda shares her journey as an entrepreneur.
What inspired you to launch FIX Dessert Chocolatier?
My journey to launching FIX began with a really intense pregnancy craving for something unique and delicious that I couldn’t find in stores. This sparked the idea: why not create my own chocolate bars that go beyond the ordinary? I wanted to craft a special product that combined my passion for culinary arts with unexpected flavours and textures. It wasn’t just about making chocolate; it was about creating an experience that would make people say, “Wow, this is different!” And that’s how FIX was born—a fusion of my love for innovative desserts and my entrepreneurial spirit.
How have your revious roles supported launching FIX?
Before launching Fix Dessert Chocolatier, I had a diverse career in business, primarily in the education sector, where I consulted for Ministries in the Middle East. This experience honed my leadership skills and strategic thinking. My love for travel has introduced me to various cultures, inspiring me with their unique flavours and traditions. I’ve always had a passion for creating and innovating, and finally decided to merge my business expertise with my desire to craft unique experiences. This journey with FIX allows me to express my creativity daily and share my passion for chocolate with the world.
All your bars are handmade – how important is the quality of ingredients to you and why?
Quality and consistency are everything for us! Each of our bars is handmade, and we take immense pride in selecting only the best ingredients. We believe that the true flavour and texture of our chocolate can only shine through with high-quality components. When a bite is taken from one of our bars, it should be a transformative experience — rich, indulgent, and unforgettable. We’re committed to using premium ingredients that elevate the overall experience, ensuring that our chocolates are not just treats, but memorable moments.
After going ‘viral’ scaling to match demand takes grit – how do you maintain quality?
It’s been quite a wild ride since we went viral! What started as just my husband and I in our kitchen has rapidly grown into a larger team, which we plan to expand further. The surge in demand has been both exhilarating and overwhelming, especially after that viral TikTok video! To maintain quality, we focus on streamlining our processes without compromising on craftsmanship. We’re constantly exploring ways to increase our production capacity while ensuring that each bar reflects the love and care we put into it. It’s definitely a balancing act, but our commitment to quality always comes first.
The flavours are all inspired by the Middle East – tell us more.
Our flavours are a celebration of different cultures and traditions in the Middle East. We draw inspiration from beloved treats like dates, baklava, and knafeh, while also embracing experimentation and innovation. The beauty of Dubai is its melting pot of cultures, allowing us to mix local favourites with global influences. For instance, we incorporate ingredients like cardamom and saffron into our chocolates, creating combinations that are both familiar and intriguing. Each flavour tells a story, and we love sharing it with our customers.
Sheikh Hamdan bin Mohammed Al Maktoum created a bespoke – how did this feel in terms of achieving recognition as a brand?
Collaborating with His Royal Highness Sheikh Hamdan bin Mohammed Al Maktoum was truly a surreal experience! It was an incredible honour to craft a unique flavour tailored to his personal taste, particularly one featuring Emirati Halawa. The whole process took months of development, and seeing our work recognised by someone so influential in the community was incredibly humbling. It’s moments like these that remind us why we do what we do. The support from His Royal Highness fuels our passion and motivates us to keep innovating and pushing the boundaries of creativity.
What advice would you give to your younger self?
If I could speak to my younger self, I’d definitely say, “Don’t hold back—embrace your creativity!” There were times I hesitated to pursue my culinary dreams because I was focused on my corporate career. Looking back, I realize that blending my business expertise with my passion for food has been one of my most fulfilling journeys. I’d encourage myself to trust in my vision and be fearless in pursuing what truly excites me. Life is too short not to follow your passion!
What is next for FIX?
We’ve got some really exciting plans in the pipeline! The community we have built has been incredibly vocal about wanting more flavours, especially after the launch of our Midnight Edition. Based on their feedback, we’re already brainstorming new combinations that will keep our offerings fresh and innovative. Plus, we’re eager to expand beyond Dubai, with plans to launch in Abu Dhabi on Deliveroo. It’s a thrilling time for us, and I can’t wait for our fans to experience what we have coming up.
Currently, the only way to purchase our bars is through this partnership has been a game-changer for us, as it allows our fans to have our chocolate delivered right to their doorsteps—making it incredibly convenient. Before this partnership, our delivery options were quite limited, but now customers can enjoy our desserts on-demand. We’re thrilled to be able to reach more people and make it easier for everyone to indulge in our chocolate!
This is ‘The Precious Issue’ – what are the precious qualities necessary to succeed in business?
I believe that resilience, adaptability, and genuine passion are absolutely essential for success in business. The journey is often filled with ups and downs, so having the grit to push through challenges is crucial. It’s also important to stay connected with your community—listening to their feedback helps guide your growth and keeps your offerings relevant. Ultimately, it’s all about creating meaningful connections and delivering an experience that resonates with people.
Images: Supplied
