Abu Dhabi: Nadine Maalouf's staff is usually up for an early day's work. At 4am, it's baking time in the kitchen at the back of this neighbourhood bakery in Abu Dhabi.
For Maalouf, Maison Sucre, which was launched in September of last year, has been the fruit of growing up with a mother who loves to bake and having a sweet tooth, topped off with a BFA in Art and Design.
"Baking has always been something I'm passionate about," Maalouf told Gulf News. "For a long time, I've always wanted to open up a bakery, actually for the past five years."
Her recipes, which are an adaptation of her mother's own, include a variety of cupcakes, cakes, tarts and mini-desserts in different flavours.
Before creating Maison Sucre, Maalouf thought at one point of franchising a brand to Abu Dhabi from the US, but eventually decided not to. "It's always better to have your own brand because it's something you'll feel more passionately about."
Calculated step
Today, the young entrepreneur is happy she went with her intuition — even though it didn't all come easy.
"It's definitely a calculated step that you take," she said. "You have to figure out how the market you're in will react to your ideas. It's a lot of planning and studying and it doesn't happen overnight. It takes time."
Although Abu Dhabi is a virgin market that is in need of something fresh, Maalouf said there's definitely competition in this business. "What keeps you ahead is always having new taste, new atmosphere and new ideas that go along with the brand that you build."
For instance, this month, Maison Sucre has introduced three new flavours for Ramadan: kenafeh cake, rosewater cupcake, and mehalabiah miniature cake.
Looking back, she said getting through the first day was one of the challenges. "Know that someone would be lying to you if they tell that the first day goes smoothly," she said. It's always very difficult because you don't know what to expect, despite how much you prepare for it."
However, it was only a matter of time until Maalouf had a better understanding of the market and its demand.
Maison Sucre was off to a good start. A month after it opened its doors, it got nominated for Best Dessert and Best Cakes and Pastries by BBC Good Food Middle East.
A few months later, it struck a deal with Reel Cinemas which allows them to sell their treats at Reel Cinemas in Dubai Mall and Dubai Marina Mall.
When asked about the secret behind the success of Maison Sucre, Maalouf said it's because she doesn't allow herself to get comfortable. "I feel people lose sight of what is important for their brand when they become comfortable," which is why she gets in the kitchen every day.
Today, Maalouf said she would look at expanding within the UAE if the right opportunity comes along. "This, however, will always be our flagship store," she said.
Recipe for success
- Be passionate about what you're doing. Work experience is a plus, but it's not a must for a successful business.
- Don't get comfortable.
- Be on top of things — regardless of how many people you hire.
- Be innovative and create something new and different that will draw customers to come back to your shop regardless of how many other shops are in the market.
- When you create a business plan, always set money aside for the expenses which you have not taken into account.
