THIS week we speak to founder of Kookielicious, Kindah Sais, who started one of Saudi Arabia’s first cookie/bouquet businesses. The company combines two traditional gifts, flowers and cookies, creating what many are now calling, you guessed it: The cookie bouquet!
When did you start Kookielicious? What inspired you to open this business?
While living in the US, I was introduced to a small family-owned cookie store that was around the corner from my house. My interest in cookies grew. I began to learn how they hold the joy of life and the secrets behind turning them into unique and edible works of art. Upon my return to Jeddah, I was inspired to introduce a new idea, one that combines two traditional gifts —flowers and sweets — and turns them into one deliciously personalized concept.
Can you tell us a little bit about yourself?
I was born in England to a Lebanese mother and Saudi father. I was raised in Jeddah, Lebanon and the US. Right after high school I moved to Seattle, Washington, where I obtained my bachelor’s degree in International Business with a focus on management and e-commerce and information systems. Since then, I’ve worked in many companies, such as Red Sea Aviation, Microsoft and Starbucks, as well as Ogilvy & Mather and now, P&G. I then decided to pursue my MBA at the American University of Beirut by shuttling every two weeks for classes. I am happy to say that I finally got the degree last June.
Congratulations! That’s certainly giving you an edge. What do you think sets you apart from the competition? Who do you consider your competition?
Kookielicious continues to set itself apart from competition by responding to its consumers’ increasing desire to express their sentiments and friendship to one another in a unique, fun and personalized way. When it comes to gift giving and making a statement. We are with our customers on any given day, on holidays and celebrations, on their most important milestones and unexpected occasions when they want to share a laugh or seek to offer comfort. In addition to our personalized gifts, we also target our health-conscious consumers by offering a line of gourmet and healthy cookies.
As of yet, we can’t say that we have direct competitors in Saudi Arabia as we are in a never ending effort to distinguish ourselves through newness and uniqueness.
How is business these days? How many cookies do you bake on average each week?
Business is booming, as this new trend is creating a buzz! People want to make a personal and creative expression about themselves to one another. That’s what makes cookie bouquets an exciting business. Since most of our cookies are made to order, we bake around 130 cookies a week on average (between gourmet and decorated for bouquets). During our high season, production can increase by at least 40 percent.
You don’t yet have a retail presence; do you think this is a drawback for the business?
We offer convenient shopping to our customers through our website. Furthermore, our cookie bouquets are personalized and customized according to each order. From a financial perspective, we have lower overhead, thus we are able to offer exceptional value to our customers. A retail presence will certainly enhance the business especially for last-minute shoppers. However for now, not having one isn’t much of a drawback.
You are one of the many entrepreneurs to use Facebook to promote your business. How successful has this been?
I must admit that Facebook’s influential advertising engine has been one of the key factors that is contributing to our success. It’s no secret that Facebook has many robust tools that help spread your brand and propel your business into the forefront of existing and potential customers’ minds. Its pages, groups, applications and advertising options not only give your business or brand an identity on Facebook, but also give you full power to say and promote anything you’d like about your business, and use its social tie-ins provided by Facebook to do this.
You describe cookies as holding the joy of life, but they are also pretty calorific! Do you offer any diet options yet?
Given the general emphasis in contemporary culture on health and weight control, Kookielicious also reflects a nutritious line that targets our health-conscious consumers by offering a line of gourmet and healthy cookies. This line of cookies is all natural, organic, sugar and preservative free. Made with heart healthy ingredients, such as whole grains, oats, nuts, honey, real berries and flaxseed meal, our cookies combine health with indulgence by adding our special blend of spices with the right taste of nature’s best.
Our healthy line of cookies fit a variety of dietary needs, whether you’re looking to incorporate cookies into healthier eating, trying to follow diabetic or other special diets, or just looking for a healthier snack for your children.
There are plenty of home bakeries popping up across town these days, many of them started by young women like yourself, why do you think there is this sudden surge of home bakeries in Jeddah?
I believe many young women today are inspired by individuality. But at the same time, we are still tied to our childhood sentiments such as the aroma of freshly baked bread or flavor of our grandmother’s sweet treats. Therefore, those of us who are compelled to become entrepreneurs seek to incorporate rareness with tradition. What could be a better way than to initialize a business that combines one of kind creations with scrumptious baked goods!
Any plans for the future? Is a Kookielicious store in the works?
We have a lot of plans for the future, especially those that will be very exciting for our customers. I don’t want to spoil the fun, so you’ll just have to wait and see. As far as the Kookielicious store goes, it’s definitely in the works.
Location: Jeddah
Telephone:+96656-720-9400/ +96656-404-8828
Website: http://www.kookielicious.com
(Rashed Islam is a food critic who hosts Jeddahfood.com)
