The world of technology, particularly social media, may have sparked plenty of opportunities for young entrepreneurs to launch their business, but the competition is also immense.
In such an environment, where hundreds of businesses are offering similar services or products through Instagram or other channels, a creative idea and business strategy are a must to sustain one’s business.
There are many people trying their luck in the baking business these days and using Instagram to market their products.
Afshan Afzal, 27, is one of those young entrepreneurs associated with the baking business and is making their mark through creative ideas.
Afzal has combined art and food to create some of the prettiest cookies in Jeddah. “I was trying to find something where I would have my own freedom and creativity that I couldn’t find in a job. So I wanted my own business,” she told Arab News, embarking on the journey with the encouragement of her friends and family.
“They said that my baking was good and I should try my luck in this business. I wanted it to be sustainable. I did not want to pursue it as a hobby.”
To carve a niche for herself she used her love of art and her baking skills to launch her business. Afzal specializes in sugar cookies that look like intricate pictures. She is a self-taught artist who learned baking by trial and error.
“I started recently, so there are many challenges that I have not faced as yet. But, what I have had some difficulty with is time management.”
Afzal is the sole owner of the business and so is tasked with creating and executing the recipes, baking, design, product photography, and Instagram posts.
She said that Instagram was a challenge because of the huge variety of existing home businesses on the platform, making engagement and outreach more difficult.
Afzal said she took special care to make her products look beautiful, but also so they tasted just as good.
“I have seen a lot of beautiful things that don’t taste that great. So, I start from the best base product and tweak my recipes to make sure the final product is as close to perfection as it gets.”
She also made sure to keep her products affordable for whoever wished to place an order. “Every time a customer gives me a good review and if someone has a special day planned and I get to make them happy with my products is extremely rewarding.”
She offers soft cookies, customized sugar cookies, and milk cakes, and in the future would like to have an established line of products and something that stands out in a crowd of “very amazing bakers.”
Her products can be found on Instagram: @asterix.sugarfix
Startup of the Week: Baking creatively with a touch of art
https://arab.news/vnsvg
Startup of the Week: Baking creatively with a touch of art
Where We Are Going Today: ‘Beefbar’ Restaurant in Riyadh
- Overall, the ambiance is impressive and the concept has potential, but most of the food was forgettable
Beefbar, originally from Monte Carlo and known for its elevated take on street food, is one of the most talked-about steakhouses in Riyadh.
The space itself is beautiful — tall ceilings, dark tones and elegant interiors that give it a regal, high-end atmosphere.
But my experience did not live up to the hype.
We started the meal with what was supposed to be a Caesar salad, but it was watery and completely underwhelming. The croque sando sounded promising, but the flavor was flat — nothing more than an ordinary sandwich with fancy presentation.
The spicy pasta was perhaps the biggest letdown of the night.
The only standout dish for me was the wagyu tacos. The shells were perfectly crisp and the wagyu was cooked just right — juicy, flavorful and balanced.
We also tried the New York striploin, which came with a great sauce and was cooked well, but for SR355 ($95), it did not feel special or memorable enough to justify the price.
For dessert, we went with their signature marble chocolate, which was good and warm.
Overall, the ambiance is impressive and the concept has potential, but most of the food was forgettable. The biggest downside? The prices are extremely high for what you get. It’s a one-time visit for me.
For more details, check their Instagram @beefbar_riyadh.
Where We Are Going Today: ‘American Corner’ – authentic American breakfast in Jeddah
- The menu features authentic American breakfast culture: Fluffy pancakes, crispy hash browns, buttermilk waffles, cheese-loaded omelettes and the ever-satisfying eggs with turkey bacon or sausage in generous portions
American Corner has been the go-to spot for many American breakfast-lovers in Jeddah since 1989.
From the moment you walk in, the cozy vibes, checkered floors and warm lighting set a nostalgic tone — the kind that will make you want to linger over coffee and pancakes a little longer with a friend or simply enjoy some alone time.
The menu features authentic American breakfast culture: Fluffy pancakes, crispy hash browns, buttermilk waffles, cheese-loaded omelettes and the ever-satisfying eggs with turkey bacon or sausage in generous portions.
One of the standouts is the chicken and waffles, golden and crispy, which hits that sweet-and-savory balance.
The classic American breakfast platter is another favorite. It features eggs, toast, your choice of meat and a side. It is simple, comforting and delicious.
My personal favorite is the hotdog, made the American way with mustard, ketchup and mayonnaise in a fresh, soft, long bun. I also like the buttered corn, brownies and a smooth flat white to tie it all together.
If you have a sweet tooth, do not miss the famous French toast, topped with fresh berries and maple syrup.
Service is friendly and American Corner does a great job of maintaining a warm, welcoming atmosphere, even during the busy morning rush. Prices are reasonable, considering the portion sizes and quality.
If you are in the mood for brunch or something more savory, you will find hearty options including burgers, pasta and salmon or shrimp served with mashed potatoes and seasonal vegetables.
For more information, visit Instagram @american_corner.
Recipes for success: Chef Ilias Doulamis offers advice and a tasty seafood recipe
DUBAI: Greek chef Ilias Doulamis is well-travelled and no stranger to the Gulf. Before taking on his current role, he worked at the Rosewood Al-Faisaliah Hotel in Riyadh, the Grand Hyatt Muscat, and the Grand Hyatt Doha, among others — as well as restaurants in Paris and London. Now, he is the culinary director of the Conrad Abu Dhabi, and Hilton’s regional chef for the Arabian Peninsula.
Here, Doulamis discusses the charms of citrus fruits, the importance of collaboration, and attention to detail.
When you started out what was the most common mistake you made?
Trying to do too much on my own. Early on, I thought asking for help was a sign of weakness. But since then I’ve learned that great kitchens run on collaboration and trust.
What’s your top tip for amateur chefs?
Focus on mastering the basics skills. They are the foundation of everything in the kitchen.
What one ingredient can instantly improve any dish?
Citrus! It instantly elevates a dish by adding brightness, balance, and depth. From orange, mandarin, lemon and lime right through to the most exotic sudashi, yuzu and pomelo, citrus is a magic ingredient.
When you go out to eat, do you find yourself critiquing the food?
I do, but I do it out of curiosity and passion — not judgment. And it’s not just the food. I notice everything: flavors, technique, the service, the ambiance, even the body language of the staff. All of these things are part of the experience of dining out.
What’s the most common issue that you find in other restaurants?
I’d say it’s lack of attention to detail — whether that’s the seasoning, the temperature, or the plating. Consistency is key to delivering a good experience, and it’s often the first thing to slip under pressure.
What’s your favorite cuisine?
I am from Kalamata and my favorite cuisine is Greek — hands down. It’s simple, honest food with bold flavors, fresh ingredients, and a deep connection to tradition. It’s really hard not to love!
What’s your go-to dish if you have to cook something quickly at home?
A frittata. It’s quick, versatile, and always satisfying. You can toss in whatever’s in your fridge, and it’s still going to feel like a proper meal.
What customer request or behavior most annoys you?
Honestly, no request really annoys me. Guests have different tastes and needs, and part of our job is to make them feel welcome. It’s all part of the experience.
What’s your favorite dish to cook and why?
It’s tough to pick a favorite. I just really love cooking anything that lets me be creative and connect with people through food. That being said, I’m very lucky because my wife is an excellent cook too, so our kitchen is always full of inspiration and great meals.
What’s the most difficult dish for you to get right?
Some dishes are deceptively simple and incredibly hard to perfect. I’m thinking of things like a classic omelet, a risotto, or even fresh pasta. Simplicity really tests your skill. When there’s nowhere to hide, that’s when cooking can be at its most challenging. Your precision, timing, and technique have to be spot-on, and even the smallest misstep can throw everything off.
As a team leader, what are you like? Are you a disciplinarian? Or are you more laid back?
I’d say I’m firm but fair. Obviously, I believe in discipline and high standards, but I also believe in empowerment, mentorship, and leading by example. The best results always come from motivated team members who feel that they are respected and valued.
Chef Ilias’ Greek-style citrus and olive oil marinated sea bass with fresh sea urchin 
Ingredients:
Fresh amberjack fillet, thinly sliced (sashimi-style)
Fresh sea urchin (uni)
Kalamata Extra virgin olive oil (high quality, fruity)
Lemon and orange juice (freshly squeezed)
Lemon zest
Sea salt (preferably flaky)
Fresh dill and chives (finely chopped)
Cracked black pepper
Instructions:
Marinate the Fish:
Arrange the sliced amberjack on a chilled plate. Drizzle with a blend of lemon and orange juice, just enough to coat. Add a few drops of olive oil, a pinch of sea salt, and a sprinkle of herbs. Let it marinate for 5–7 minutes.
Top with Uni:
Gently place fresh sea urchin lobes on top of the marinated fish.
Finish & Serve:
Grate a bit of lemon zest over the top, add a touch more olive oil, and finish with cracked pepper and a few micro herbs
Where We Are Going Today: ‘Watch How’ cafe in Riyadh
RIYADH: If you’re tired of overpriced cafes in Riyadh that look good but disappoint your taste buds, Watch How is a refreshing change.
This spot blends simplicity, quality and affordability — all wrapped in a calm, earthy atmosphere that feels like a slow morning in Europe.
We started with their classic croissant for SR12 ($3.20) which was flaky on the outside, soft and buttery inside, with that perfect golden crispness.
Their cinnamon social for SR16 ($4.27) was warm, slightly gooey, and topped with just the right amount of icing — not overly sweet, just balanced.
The baked potato and cheese had a comforting, homemade vibe with creamy filling and a golden crust.
The ribbon cheesecake stood out with its rich cream cheese, jam swirls, and light biscuit base. And the French toast — a soft brioche soaked in vanilla custard, caramelized on the edges, and finished with powdered sugar — was indulgent but not heavy.
Their drinks are just as well thought out. The SR12 latte was smooth and bold, with a silky finish, while the matcha, which goes for SR23 ($6.13), had that perfect earthiness, not bitter, and frothed to perfection.
Watch How, with its welcoming staff, is a space that invites you to stay, sip, and enjoy without rushing.
So what’s the downside? The parking situation. It’s a small, popular spot — which means parking is almost impossible to find during busy hours. Not ideal if you’re in a hurry, but definitely worth the effort if you plan ahead.
For more, check their Instagram @watchhow.sa.
Where We Are Going Today: ‘Isabel Mayfair’ Restaurant in Riyadh
- The risotto zafferano — a concoction of carnaroli rice, bone marrow and a saffron emulsion — was creamy and the saffron was not too overpowering
In its first opening outside the UK, Isabel Mayfair has made its way to the Kingdom’s capital with a bang. The art deco, Gatsby-esque mansion is located in Riyadh’s bustling Al-Sulaimaniya district.
It offers terrace seating if you’re looking for a romantic spot or a girls’ night out-style cozy dinner.
We started with the tomato salad, which is a medley of seasonal tomatoes with labneh tahini dressing and red pickled onion — a fresh and simple way to kick off the meal.
We then opted for the lamb croquettes, made with slow-cooked lamb and served with aioli. The cheesy bites come in a crispy pastry with creamy filling and Parmesan snow. Although the appetizers were satisfactory, they were nothing out of the ordinary.
The risotto zafferano — a concoction of carnaroli rice, bone marrow and a saffron emulsion — was creamy and the saffron was not too overpowering. It’s perfect for those who want a taste of the local spice without too much of its complexity.
We ordered it alongside a 350 gram dry-aged rib eye steak, served with sweet potato puree and peppercorn sauce, which also pairs well with their smokey, roasted and grilled sweet potato and the broccolini with a spicy dressing and hazelnut. The steak was a definite highlight of the evening.
For desert don’t miss out on the tiramisu, which comes with an Instagram-worthy reveal. The sticky toffee pudding with warm toffee sauce and saffron ice cream is also a crowd-pleaser for a sweet ending.
Try not to miss their complementary cherry mocktail and sweet ’n’ spicy appetizer if you visit on a Wednesday.
