'This street was still sand': Dubai baker making fresh bread since 1970s recalls city's early days

Elias bin Haider has witnessed how Jumeirah grew through the years. He started working as a bread maker in the mid-1970s, when he was only 18 years old. When a landlord offered Haider an opportunity to work in a local grocery store, he asked for a small bakery instead.

Filled with ambition and natural baking talent, all Haider needed was a small corner, dough, and a crepe pan to make his signature Regag bread (Emirati flat bread).

Today, 48 years later, at the age of 66, the Iranian expat has remained a familiar face in Jumeirah, still making the same simple bread in his small bakery.

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Haider's journey as a bread maker began in an era when Jumeirah's landscape was significantly different from today.

"When we opened this shop, this street was still sand," Haider told Khaleej Times, recalling: "All these houses and buildings did not exist. I have seen all these with my own eyes. I have witnessed Jumeirah's city being built before my eyes.”

Deep connection with residents

In the early years, Haider became an integral part of the neighbourhood, forging deep connections with local residents. Citizens knew him by name and flocked to his bakery regularly, relying on him for daily bread needs. However, as the area underwent rapid development and citizens moved to new homes, Haider feared his loyal customer base would dwindle.

But to his delight, as Jumeirah transformed into a thriving tourist destination, people from various nationalities, both locals and foreigners, still seek out his bakery. They taste the bread he meticulously hand-crafts every morning.

"Even now, I still receive numerous requests from those who want to experience my authentic flavours,” said Haider. He knew that selling just plain Regag bread would not be enough. He had to make the product more approachable to people. He expanded his menu by adding cheese and chips, or eggs, and honey – making it an enjoyable, simple meal to anyone passing by.

Served hot and fresh

“I make bread in large quantities because many families come and take it by the kilo. However, if I have a special request, for example, to add anything, I have to make it again to serve it hot and fresh," said Haider.

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