How Sarah Hamouda Turned a Pregnancy Craving Into a Million-Dollar Dessert Brand
Not all cravings are created equal. For Sarah Hamouda, a pregnancy craving sparked the creation of what is now one of the most sought-after dessert brands in Dubai — Fix Dessert Chocolatier. In just a few short years, her story has become a modern-day case study in how passion, timing, and social media magic can turn a personal indulgence into a booming business. Here’s how Sarah went from expecting mom to the queen of viral chocolate.
The Spark: A Craving With a Cultural Twist
It all began in 2021. Pregnant and craving something sweet, Sarah wanted a treat that was more than just sugar — something rich, nostalgic, and comforting. Influenced by her Middle Eastern roots, she began experimenting with flavors like knafeh, pistachio, and baklava, all wrapped inside decadent chocolate.
That’s how she created her first bar: “Can’t Get Knafeh of It.” A gooey, knafeh-stuffed chocolate bar with pistachio cream that combined texture, tradition, and taste in one irresistible bite. It was more than dessert — it was an experience.
From Kitchen Experiment to Product Launch
Sarah didn’t plan to start a business. But when friends and family raved about her creations and urged her to sell them, she saw an opportunity. She began producing small batches from her kitchen in Dubai, packaging them with care and selling through Instagram and word-of-mouth.
Quickly, the demand grew beyond what she could manage by herself. With a small team, she officially launched Fix Dessert Chocolatier, focusing on limited edition bars sold through timed drops, making each purchase feel exclusive and exciting.
The Breakthrough: TikTok Goes Wild
Everything changed when influencer Maria Vehera posted a TikTok of herself trying the bar. The satisfying snap, gooey cheese pull, and creamy filling caught the internet’s attention. The video racked up over 100 million views, and within days, Fix Dessert Chocolatier became a household name among dessert lovers.
Orders exploded. Deliveroo drop times sold out in minutes. People started lining up and sharing their own reviews. Sarah had accidentally triggered one of the biggest food trends of the year.
Scaling the Brand: Sarah’s Entrepreneurial Moves
Many people go viral, but few build lasting businesses from it. Sarah did both. Here’s how:
- Smart Product Strategy – She focused on six hero bars, each uniquely named and flavor-packed, such as: Baklawa 2 The Future, Mind Your Own Buiscoff, Cereously Chewsy, Pick Up a Pretzel, Butter to Be Safe Than Salty
- Exclusivity & Hype – Bars were not always available. Sarah created timed drops, announced in advance, generating urgency and FOMO.
- Lean Operations – She maintained a tight menu and focused on quality over scale at the early stages. This kept production manageable and consistent.
- Social Media Mastery – Sarah engaged directly with fans on Instagram and TikTok, building a loyal and active following who became ambassadors for the brand.
- Storytelling – Each bar wasn’t just a product, it was a story — tied to culture, cravings, and joy. That emotional connection is what made the brand so shareable.
From Local Favorite to Global Buzz
Although Fix Dessert Chocolatier is based in Dubai, the brand’s appeal is global. People from all over the world have flown into Dubai just to try the bars. Sarah has plans for expansion, including into Australia, and potentially into retail or pop-up experiences.
Her business model is modern and digital-first, leaning into content creation, influencer marketing, and scarcity to fuel demand.
Lessons from Sarah Hamouda’s Sweet Success
There’s a lot aspiring entrepreneurs can learn from Sarah’s journey:
- Start with authenticity – Her craving was real, her culture was real, and her flavors were true to her roots.
- Validate with small steps – She began in her kitchen, tested her ideas, and grew when demand proved itself.
- Leverage platforms – TikTok and Instagram were not afterthoughts; they were core to the brand strategy.
- Embrace virality but prepare to scale – Sarah turned a viral moment into a scalable operation without losing quality.
- Make it about more than just product – By tapping into nostalgia, culture, and experience, she made Fix Dessert Chocolatier an emotional brand.
The Road Ahead
Sarah Hamouda isn’t stopping here. With press coverage, influencer buzz, and thousands of loyal fans, she’s in a strong position to expand internationally. Whether through franchising, international shipping, or pop-ups in dessert capitals like New York, Paris, or Sydney, the opportunities are endless.
She also represents a new wave of female founders in the Middle East who are using creativity and social media to reshape what success looks like — blending tradition and trend in beautiful ways.
Final Thoughts: A Craving That Changed Everything
From a single craving to a viral brand, Sarah Hamouda’s story is the definition of modern entrepreneurship. She didn’t start with a business plan. She started with a desire for something different — and followed it with creativity, courage, and connection.
Her journey reminds us that big businesses often begin with small, personal ideas — especially when they’re backed by purpose and passion.
