All that’s sweet

Among all the grocery shops, bank offices and Lebanese cafes dotted along Mouroor Road in Abu Dhabi, a small, bright, colourful shop stands out somewhat at odds with everything that surrounds it. The pretty window display of sugar-laced cakes in the shape of footballs or magician hats, ribbons of chocolate flirting with the indulgent waistline of dark, glamorous gateaux and layers upon layers of pearl white fondant cakes sweet enough to make you say “I do” — they all make heads turn even if you might be craving for a shaorma.

This is Blossom Sweets, the cake shop of Emirati Lamia Ahmed Al Hashly and her sister Amna. Inside, the Alice in Wonderland experience continues. The smell of sweet baking, bright white walls making the colourful cakes and muffins stand out, simple, pink chic decor liven up all senses.

“I usually have music as well, but now I took the iPod at home to update it,” smiles Lamia.

Blossom Sweets was her dream since childhood and after much encouragement from home, long preparations and hard work, Lamia cut the inaugural ribbon in December 2011. Nearly a year later, her business is doing so well that she is looking at expanding and possibly even open a second branch.

“My passion for making cakes and deserts began when I was about 15 years old. Constantly I would be in the kitchen, making a new cake or perfecting an old recipe. Sometimes, if a recipe really confused me, my family would help by bringing a professional chef to the home, who would help me understand it and explain all kinds of baking tricks,” she says.

Lamia’s passion for cakes grew in parallel with that for art. She studied communications at Zayed University in Abu Dhabi, but also took courses in graphic design, which opened her eye to the way patterns work.

“I often found myself looking at a flower of a dress and wonder how I could transfer that look, that pattern onto a cake.”

With lots of practice, the answer to that question comes to her fairly easy nowadays.

Over the years, Lamia collected about 500 books and albums on cooking, fashion design and art, pushing herself to create more than just two layers of cake with cream between them.

“My family is the harshest critic. I really trust and value their opinion because they tell it like it is. I spoiled them a lot with cakes and they kept saying why not do something with your talent!”

After graduating from university, Lamia got married and her new family also encouraged her to open a bakery. During her annual holidays to London or Paris she would browse and taste all kinds of deserts and pastries, searching for their recipes afterwards.

Then, one day, she felt confident enough to bake beyond home reach. She began with a trial online business, preparing everything at home and selling her cakes on the Internet.

“I began to be successful, but at home I was very restricted. Not everybody can reach you, and also you cannot sell other products that normally would sell in a shop,” she explains.

Thus began the long process of opening a bakery, which took nearly a year, having to change two contractors. Lamia didn’t want it rushed, though. She had no deadlines, so she made sure it is done to her every desired detail. Amna, her sister, came on board, becoming the business head of Blossom Sweets.

“I love working with my sister. We work hand in hand,” she says.

Lamia, who is often in the shop greeting her customers, also keeps a close eye on the kitchen. Over night, from 12 am till 8 am, all baking is done, while the day shift is doing all the cake decorations.

For the time being, Lamia concentrates on cupcakes, eclaires, tarts and roulades. One of her signature product is the kunafa cupcake, which has a cocoa base and a vanilla cream on top covered in vermicelli. Her mini eclaires come in classic chocolate flavour, but are also inspired by Arabian sweets, with the rose and orange blossom being some of the most popular.

“Every month we come up with something new. Usually I give them a recipe or an idea and the chefs prepare five or six variations and I choose the one I like best. Sometimes the chefs have a new recipe idea and we might go with it. Either way nothing is done without my approval.”

Daily baking aside, Blossom Sweets is also busy with birthday and other celebratory cakes.

“We’ve already began to take orders for the UAE National Day,” says Lamia.

Last year, before the shop even opened, Lamia became famous for her cupcakes with the edible UAE flag on top, which sold better than hot bred through Facebook on National Day.

“We also do Halloween, Haj, wedding and all kind of special occasions cakes.”

With the first branch of Blossom Sweets firmly established, Lamia wants to expand the catering business now, selling her cakes to hotels, cafes and offices by 2014. She also considers opening a second branch either in Al Ain or Dubai.

silvia@khaleejtimes.com