How mum became a dessert entrepreneur

FIX CHOCOLATE FOUNDER REVEALS RECIPE FOR SUCCESS

- BY MANJUSHA RADHAKRISHNAN Entertainment Editor

“We had to choose — either pay the deposit on our home, or launch Fix. We chose Fix.” That one decision — driven by gut, grit, and a pregnancy craving — catapulted British-Egyptian Sarah Hamouda from full-time mother to global dessert entrepreneur.

Today, she and her husband Yezen Alani are the force behind Fix, the viral gooey Dubai-based chocolate brand that started with a pistachio-filled creation — and sparked an international sugar rush.

“Tamara is the secret,” she says. “She’s indeed our Million Dollar Baby.” While Sarah was pregnant with her youngest daughter, she began craving something specific — a flavour that didn’t exist yet.

So she set out to create it. That craving turned into Fix’s very first flavour — a chocolate shell filled with pistachio cream — and a runaway hit.

“Even though it was a craving, Tamara doesn’t want anything to do with it now ... But her favourite is the pistachio,” Sarah says with a grin.

Fix may have begun as a personal indulgence, but it quickly turned into something far bigger. “We launched during Covid, and we didn’t have much,” she says. “Whatever we had saved over 10 years — that’s what we put into it. We had to choose between putting a deposit down on a home, or building this. And we took the risk.”

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