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.


Bollywood star Nargis Fakhri to strike a pose at Dubai yoga fest

Updated 20 January 2019
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Bollywood star Nargis Fakhri to strike a pose at Dubai yoga fest

DUBAI: Bollywood actress Nargis Fakhri is set to host the opening session of the XYoga Dubai Festival on Feb. 1, so yoga fans can expect to bend, stretch and breathe with the glamorous star herself.
Fakhri has starred in Bollywood hits such as “Rockstar” and “Main Tera Hero” and also crossed over into Hollywood in 2015 film “Spy,” in which she appeared alongside Melissa McCarthy and Jude Law.

The actress is a self-declared fitness enthusiast and will lead a session at the weekend festival alongside yoga practitioner Deepika Mehta.
“Yoga has been a big part of my life for over a decade now — it helps me stay centered, focused and positive throughout the day,” Fakhri said in a statement.
“It is not just about flexibility and fitness but also about will-power, mental strength and finding common ground with others,” she added. “As a devoted practitioner and student, I am really looking forward to learning from Deepika, who is one of the most innovative and inspirational yoga trainers. I’m also looking forward to immersing myself in the practice with yogis in Dubai.”
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So grateful for life. For friends, for family, for my hubby, for my practice, for the nourishing food I eat, my body ... Today on the flight as I was coming to Mumbai, I tried out an exercise and I gave out positivity mentally to any body who caught my eye, and it was incredible, people sensed it and returned it with so much kindness, the air hostess was so kind, the guy sitting next to me on the flight helped me with the baggage, there was this sweet girl waiting outside the airport with a bunch of roses and she gave me the biggest smile back, the taxi guy was lovely .. (but it’s not like Im always this sweet angel or anything, sometimes I can be pretty sharp n cutting , trust me!!!) But the one thing the Universe taught me is that energy is tangible, if I give out good vibes, they are sent back to me. • The last few days I’ve been maintaining a journal of all the things that I’ve been grateful for in a day, it helps me focus on the good stuff, makes me more mindful and I take less for granted. • Maybe try out this exercise of writing down 10 things that you are grateful for tomorrow and see what magic manifests. • Love you guys, happy to be in my sweet city

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Mehta is a household name in India, where she hosts a TV show called “Yoga City,” was a trainer on “The Biggest Loser” weight loss show and is the personal trainer of a bevvy of celebrities.
The opening session that she will co-host signals the start of the free-to-attend two-day festival and, according to organizers, thousands of yoga enthusiasts are expected to converge on Dubai’s Kite Beach with the aim of achieving the “total synchronization of body, mind and soul.”
The third edition of XYoga Dubai festival will offer fitness lovers the chance to try out various forms of the ancient practice, including animal yoga, vinyasa flow and acro yoga.
The festival offers mixed classes, with ladies only sessions set to take place at the XDubai Studio.
Yoga practitioners from around the world are set to host sessions at the festival, including Iranian-Canadian musician Babak Torabi, who performs alongside yoga classes across the world, and Emilie Mikulla, who has taught people the art of movement in Thailand, South Africa, San Francisco and Dubai.
For more information, visit xyogadubai.com.