28-05-2025
Aura by Sree: How Sreeparvathy Sunil Is Putting Artisanal Donuts on Dubai's Map
At just 24, Sreeparvathy Sunil has carved out a niche in Dubai's saturated dessert scene with Aura by Sree, a cozy Karama-based bakery serving inventive, globally inspired donuts. Armed with a culinary degree from the prestigious Culinary Institute of America and a background in business from the American University of Sharjah, Sree blends creative flair with entrepreneurial precision—turning her passion for food into a growing brand.
In this exclusive interview, Sree opens up about the leap of faith that launched her business, the behind-the-scenes grind of building a brand from scratch, and how she's winning over Dubai's food lovers. The Birth of a Vision
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Sree's journey to founding Aura by Sree began far from the sandy shores of Dubai, at the prestigious Culinary Institute of America in Hyde Park. There, surrounded by food enthusiasts from across the globe, she was introduced to a world of pastries she had never encountered in her hometown. 'I was introduced to so many types of pastries I'd never seen or tried before in Dubai,'
Sree recalls. 'That thought was always in my mind. Okay, there's something unique. I'm sure people here would also love to try it.'
This spark of inspiration, ignited during her time abroad, planted the seed for Aura by Sree. After returning to Dubai and completing her education at the American University of Sharjah, Sree began to piece together her dream. The idea was vast, like an 'ocean,' as she describes it, brimming with possibilities for flavors and concepts. However, turning this vision into reality required focus and pragmatism. 'When it comes to starting out, you must narrow everything down to something that's very realistic,'
she explains.
By October 2023, Sree began planning in earnest, dedicating six to seven months to building the foundation of her business. The result? Aura by Sree, a boutique bakery that opened its doors in May 2024, bringing a fresh perspective to Dubai's dessert scene. A Leap of Faith
Starting a bakery is no small feat, especially in a competitive market like Dubai. Sree's initial investment was significant, with the largest portion allocated to equipment. 'The biggest chunk goes to equipment,'
she says.
A single-group coffee machine, for instance, can cost upwards of 20,000 AED, with high-end models reaching 50,000 AED; a revelation that caught her by surprise. Equipment costs across the board were steep, whether for baking or working in the hot kitchen. Additionally, securing a shop required a one-year payment upfront, a daunting commitment before a single donut was sold. 'It's a little scary because you're investing a big sum, and you haven't even started selling anything yet,'
Sree admits.
Despite the financial risks, Sree took a leap of faith, driven by confidence in her product. 'I had a plan in mind, but I never really started—like, it got complicated in my head. Still, I was very confident in my product.'
she says.
To keep costs manageable, she leaned on her resourcefulness, collaborating with family friends and her parents to set up the shop. This DIY approach allowed her to allocate funds strategically, prioritizing quality ingredients and essential equipment while keeping branding and setup costs in check.
What sets Aura by Sree apart in Dubai's crowded culinary landscape is its innovative menu, inspired by Sree's global experiences. Donuts, the bakery's centerpiece, were chosen deliberately to fill a gap in the UAE market. 'I personally love donuts, and I feel like I've seen a gap in the UAE market where not many companies focus on them.'
Sree explains.
Sree's time at culinary school introduced her to unique offerings like Korean-style donuts, which she describes as a revelation. 'The Korean donut was not something I was aware of… I tried it for the first time. I absolutely loved it. Never seen anything like that here,'
she says.
She also experimented with Italian-inspired bomboloni, adding her own creative twist to the traditional donut. These global influences, combined with her willingness to experiment, have resulted in a menu that's both familiar and excitingly new.
One notable experiment was the Black Forest donut, introduced during the 2024 Christmas season. Initially, it struggled to attract customers due to its name. 'I think I went wrong with naming the donut Black Forest,'
Sree reflects. 'When you tell someone, 'Do you want to try Black Forest?' Surprisingly, people were like, 'Oh, I don't like Black Forest.''
However, once customers tried the cherry ganache and white chocolate creation, they were hooked, proving that perception matters as much as taste. This lesson in branding underscored the importance of not just creating a great product but presenting it in a way that resonates with customers. Building a Brand
Located in Karama, a hotspot for culinary diversity, Aura by Sree faces stiff competition. Yet, Sree has learned that a strong brand can overcome even the most challenging location. 'What I've learned since opening the bakery is that location is definitely important, but building a brand is what's more important,'
she says. 'Once you build a brand, your location kind of does not matter because people will come for that brand.'
This philosophy has proven true, as customers flock to Aura by Sree, some even waiting outside before the shop opens. The bakery has also garnered international attention, with orders coming from as far as Germany. Sree recalls a woman from Germany who reached out, wanting to send something to her family or friends in Dubai. 'That was a big shock for me… someone from all the way from Germany using my little, small bakery to buy donuts from.'
These moments of recognition fuel Sree's ambition to expand beyond Karama, with dreams of opening in multiple locations and even countries. Sustainability and Community
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Sree's commitment to sustainability sets Aura by Sree apart in an industry often plagued by waste. 'My donuts are freshly made every day,'
she says proudly.
To minimize waste, she developed a system to order ingredients based on demand, adjusting throughout the day to avoid overproduction. 'By ordering based on demand, we are reducing wastage at the shop,'
she explains.
Any unsold donuts are donated to local workers, such as security guards or petrol pump attendants, ensuring nothing goes to waste.
This dedication to sustainability is matched by Sree's connection to her community. Despite initial concerns about being taken seriously as a young entrepreneur, she has been met with overwhelming support. She continues, 'The kind of messages I receive is so beautiful… People who don't even eat sweets want to come and buy for me just to support me.'
This encouragement has fueled her drive to keep innovating, with a new flavor set to launch in the coming months, inspired by customer requests. Overcoming Challenges as a Young Entrepreneur Image Source: talabat
As a young woman in a competitive industry, Sree faced challenges, particularly with suppliers who initially underestimated her. 'By the way that I talk to them, they kind of know I'm someone who's new in the market,'
she says.
To overcome this, she invested two months in researching the market and negotiating with suppliers. Once she had more information, she was able to engage in conversations that helped others see she was serious about studying the market. Her preparation paid off, earning her respect and better terms.
Sree's advice to other young entrepreneurs is clear: preparation is key. 'Do your research very, very well,'
she urges.
She advises aspiring entrepreneurs to take their time to truly understand the industry they're entering: talk to people already in the field, learn from their experiences, and be fully aware of what they're getting into. This pragmatic approach, combined with her passion, has been the cornerstone of her success. Milestones and Ambitions
Since opening, Aura by Sree has hit impressive milestones, from selling 200 donuts a day to peaking at 300. 'When I crossed like 200 donuts a day, that was something I was very happy with because I didn't see that coming,'
Sree says. These achievements are not just about numbers but about building a loyal customer base, with a mix of repeat and new customers driving sales. While repeat customers often buy smaller quantities to satisfy cravings, new customers, often drawn by social media buzz, purchase in bulk to sample everything.
Looking ahead, Sree envisions a bright future for Aura by Sree. She shares her dreams of expansion, saying, 'I want to open up in multiple locations. I want to open up in multiple countries.'
However, she acknowledges the challenges of scaling a food business, where temperature and storage are critical. For now, her boutique store in Karama serves as a learning ground, preparing her for the next chapter.
Aura by Sree is a reflection of passion, perseverance, and a whole lot of heart. From her early days in culinary school to building a brand in the heart of Karama, Sree's story shows what's possible when you mix big dreams with hard work. As she gears up to launch new creations and looks ahead to going global, one thing's clear — this is just the beginning. Watch the Interview: Also Read:
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