What began as a singular flavour on the FIX Dessert Chocolatier menu has evolved into a global phenomenon. Today, “Dubai Chocolate” is a category unto itself, influencing everything from artisanal cakes to specialty coffees. MOJEH sits down with co-founder Sarah Hamouda to discuss the brand’s meteoric rise and how a pregnancy craving transformed into an international sensation.
MOJEH: You’ve mentioned that FIX started with a pregnancy craving. At what exact moment did you realise that this craving was actually a viable business opportunity?
Sarah Hamouda: FIX began as a way to satisfy a very specific craving I had while pregnant. In the beginning, it was just us experimenting and sharing early versions with friends and family, but their reactions and seeing how people responded when we brought it to a few community events in Dubai, was when I thought, there might be something here.
The real turning point came when Yezen and I had to make a very real decision to use our life savings for the deposit on our home or invest it into FIX. It wasn’t an easy choice, but we really believed in what we had created and people genuinely loved the product. That combination gave us the confidence to choose FIX.
You took Knafeh, the traditional Middle Eastern dessert, and deconstructed it into a chocolate bar. How did you balance staying true to the roots of this dessert while creating something modern?
I was really mindful of that balance, because knafeh isn’t just a dessert, it’s a memory. I grew up watching my mum make it at home, so I carried that feeling with me.
For me, staying true to the roots meant keeping the flavours and the texture cues people instantly recognise, the pistachio, the crispness of the knafeh, that warm, nostalgic sweetness, all while reimagining them. It wasn’t about changing knafeh, it was about keeping the emotional connection and presenting it in a completely new and modern way.
Your bars sell out in minutes every single day. What goes on behind the scenes, and how has your production capacity evolved to keep up?
Behind the scenes, there’s a lot of careful, hands-on work. Everything is made with intention, from the fillings, to our chocolate blend and each bar is still hand designed.
When we first started, we were making around ten bars a week. Now, we have grown our team to 25 and scaled our production, but we’ve never compromised on the quality and attention to detail that defines FIX.
What steps have you taken to ensure FIX remains a sought-after chocolate brand rather than just a social media trend?
For me it always comes back to the product and the experience. We try to stay really intentional: with our ingredients, with how we develop flavours and concepts, and with how closely we listen to our community. One of my favourite examples is our “Can’t Get Knafeh Of It – Midnight Edition” – that came directly from customer feedback requesting a dark chocolate version. And after years of requests, we’re also getting ready to launch a white chocolate version too.
When did you realise FIX chocolate had become a worldwide phenomenon?
It really hit us in January 2024, when an ASMR video took off in a way we couldn’t have imagined. Suddenly, we were hearing from people all over the world asking for “The Original Dubai Chocolate.”
At the same time, it was a very real moment behind the scenes. We received around thousands of orders overnight and at that stage we were still a tiny team. It was overwhelming in the most surreal way.
When I look back now, I feel a lot of gratitude for the journey, for the people who believed in us and for how far we’ve come since then.
With demand being so high, have you ever been tempted to outsource or mass-produce?
FIX is defined by the experience: the textures, the layers, the memories they invoke and the premium ingredients we choose to build every bar around. We are scaling and expanding intentionally and staying true to what people fell in love with in the first place. That’s why we’re thoughtful about our partners and where we show up, the experience and quality always lead the decision.
How do you feel seeing your specific innovation replicated by major brands and home bakers alike?
It’s genuinely humbling to know what we created in our dining room has grown into its own category in the dessert world. Honestly, the messages from small, homegrown businesses are so meaningful. Hearing that a “Dubai Chocolate” inspired dessert helped them find new momentum, brought in new customers, or reminded them why they started in the first place, that’s incredibly beautiful and its something we’ll never take it for granted.
You run the business with your husband. How do you navigate the founder-spouse dynamic, especially during high-stress periods like when the brand first exploded?
When we started FIX, Yezen and I were still balancing corporate jobs and raising young children. The days were long and the nights even longer. In those intense phases we supported each other and made every decision together, whilst still keeping the humour through it all. Our foundation helps us navigate growth and high-pressure moments side by side.
What is one piece of advice you’d give to women in the Middle East who have a niche idea but are too afraid to get started on it?
Start before you feel ready. If you believe in the idea, that’s enough to take the first step. FIX began in our dining room during my pregnancy, while I was still working full-time and figuring it out. It wasn’t perfect, it was real, and it came from something I genuinely loved. Stay close to the reason you’re doing it, listen, learn, keep showing up and try to enjoy the journey while you build.
