Sarah Hamouda on IWD: Founder of social media sensation FIX Dessert Chocolatier

FACT

07-03-2025

It took one woman, a lot of hard work and a TikTok video with more than 100 million views (and counting) to create the social media sensation, FIX Dessert Chocolatier. Founder and CEO, British Egyptian Sarah Hamouda, lived in the United Kingdom and moved to the United Arab Emirates.
Following pregnancy cravings, the #DubaiChocolate trend was born – a chunky bar with Jackson Pollock-style specs, and a gorgeous, gooey filling. Can't Get Knafeh has launched a thousand copycats. If you want the OG – along with some amazing advice – Sarah shared her story in honour of International Women's Day.
FIX is all about creating an experience. We take beloved Middle Eastern and global desserts and transform them into dessert chocolate bars with unexpected textures and flavours. Every bar tells a story, whether it's the crunch of knafeh, silkiness of mahalabia or the comforting richness of a brownie. It's about more than just chocolate, it's about bringing joy and nostalgia to every bite.
It was surreal. I always believed in my vision and in FIX, but seeing others fall in love with our bars in such an overwhelming way was incredible. The messages, excitement and the way people resonated with the flavours were beyond anything I had imagined. More than anything, it reinforced that people crave something different, something bold, and that's exactly what we aim to deliver.
It's flattering. If people are trying to replicate what we do, it means we're doing something right. Innovation is in our DNA. We don't just create flavours, we create experiences. An imitation can mimic an ingredient, but it can't replicate the passion, craft or connection we have with our customers.
A common stereotype is that women in the Middle East don't have the same opportunities. The reality is that the Middle East is home to incredible women who are driving change and redefining industries. Their success is proof that talent, ambition, and resilience know no boundaries. The support for female entrepreneurs continues to grow, and there is a strong ecosystem in the region that encourages innovation, progress, and leadership.
In the early days, some people doubted whether a niche chocolate brand could truly stand out in such a competitive market. They thought it was just another chocolate brand. That only pushed me to be bolder and refine our storytelling, and to create chocolates that weren't just delicious but unforgettable. Every doubt became fuel to innovate harder.
It's the ability to create and lead with both strength and intuition. There's something powerful about building a brand with heart, and one that connects with people beyond just a product. As women, we bring a unique perspective to business. For me, that means leading with creativity, resilience and a deep sense of community.
FIX is still exclusively available in Dubai and Abu Dhabi via Deliveroo. Our presence at Dubai Duty Free has given international customers the chance to experience our chocolates. Our journey has always been about building a brand that connects with people. Our community grows, so does our team and vision. We want to make sure that everyone who craves FIX, can get one, no matter where they are. Expanding isn't just about entering new markets, it's about reaching our supporters, sharing our creations with a wider audience, and making FIX more accessible. Right now, we're focused on strengthening our presence, whether through pop-ups, retail or eventually international markets.
Start before you're ready. Too often, we wait for the perfect moment, but success is built in the process, not just the outcome. Trust your instincts, surround yourself with people who push you forward, and don't be afraid to take up space. Your vision deserves to be seen, and your voice deserves to be heard.
GO: Visit https://fixdessertchocolate.com for more information.