Startup of the Week: For the love of chocolate

Joudy Delights take part in many of Jeddah’s public events. (Supplied)
Updated 11 December 2018
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Startup of the Week: For the love of chocolate

  • The store offers additional flavors every month for a limited time

The love for chocolates transcends geographical boundaries, ideologies and cultures. Chocolates are considered a must in times of happiness and to express one’s feelings all across the world.
Saudis also share the love for sweets or chocolates with rest of the world. People in this part of the world do not mind trying different kinds of chocolates — from traditional Arab ones to their European counterparts from as far as Switzerland.
Keeping in view the huge popularity of chocolates in the Kingdom, a Saudi couple decided to launch their own business in 2017. Joudy Delights is a local, home-based specialized chocolate brand that is produced with the highest quality ingredients. The Jeddah-based store is run by 25-year-old housewife Wejdan Shaheen and 29-year-old private sector employee Rakan Nejaim.
Due to stiff competition in this business, it is necessary for an entrepreneur to come up with a novel idea so as to gain an edge over his competitors.
The couple, faced with the same dilemma, chose to introduce a delicious dessert in the market.
“Any new idea needs to go through a lot of experiments. We also had to face the situation when we decided to introduce our famous chocoballs. The finalized version of the product took some time. We had to carefully select the best combination of chocolate and suitable stuffing,” said Nejaim.
Joudy Delights offers milk chocolate, dark chocolate and white chocolate that are filled with two types of different chocolates and two types of biscuits which Shaheen calls their “secret mix.”
The store also offers additional flavors every month for a limited time.
“The milk chocolate chocoballs or what we call our original chocoballs is our most popular product,” said Shaheen.
The number of orders per week differs depending on the season, said Nejaim. “But we receive on an average 65-70 orders per week.”
Joudy Delights take part in many of Jeddah’s public events.
“Many of our clients prefer our products at family gatherings like weddings etc.,” Shaheen said.
The store is planning to expand its reach outside Jeddah, and is likely to introduce a delivery service. Joudy Delights can be found at local Saudi talent shop Crate, located in Al-Salamah district.


Where We Are Going Today: Trend

Updated 18 April 2019
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Where We Are Going Today: Trend

As its name suggests, this is a restaurant that aims to set trends, with its distinctive meals and desserts, that others will want to follow.

At Trend, it is the little details and twists they put on familiar dishes that make all the difference, such as the blueberry sauce burger, wraps held together with pegs, black pasta and multicolored burger buns. However, it is not only the presentation of the food that sets Trend apart, but also the quality and originality of the flavors.

The restaurant also has a unique way of serving food: It is placed in layers in a tin that is placed upside down on your plate, and when it arrives at the table you lift the tin and let the layers spread out.

They also have Instagram-worthy menu options such as the Gold Burger, which is served with edible gold leaf on top of the bun. The location, in Beach Tower, on Corniche Road in Jeddah’s Ash Shati district, is also photo friendly and the perfect place to relax.