Founded by Roaa Saber in 2009, Miss Feionkah, also known simply as Feionkah, is one of the sweetest Saudi success stories to come out of the Eastern Province.
Fifteen years after she started her home-based business, Saber launched brick-and-mortar shops where customers can shop her beautiful and delicious chocolate goods.
The first time I tried a Feionkah chocolate was when I bought it from Saber herself at an exhibition booth in Dhahran about a decade ago.
Fast-forward to 2018, her menu options have expanded greatly, and she opened her first physical store. Now, she has two in the Eastern Province — one at Khobar City Walk and another about a 10-minute drive away at the Movenpick Hotel.
Among the chocolate barks, I liked the ones with brightly colored freeze-dried berries, zaatar, and caramelized hazelnuts. I also tried the molded chocolates, clusters, and truffles. We haven’t tried the crepe dantels yet but plan to in the near future.
The cafe also offers muhallabeyah ice cream, as well as millefeuille ice cream in a cup.
Feionkah also offers decorated chocolate trays for special occasions.
Their newest creation is a fresh strawberry coated in chocolate and structured like an elegant parcel. It is a sight to behold — and no less impressive to taste!
Recently, the company started a loyalty program whereby customers can scan a QR code and receive points per purchase with the hope of scoring a reward once they collect a certain number of points.
The shop occasionally allows groups to visit for a shared chocolate-making activity, and students from nearby schools have come on a field trip to make chocolates as a class.
Feionkah has also participated in chocolate-making stations at the King Abdulaziz Center for World Culture.
If you’re looking to support a local Saudi brand and bring home a souvenir, King Abdulaziz Airport in Jeddah now sells Feionkah chocolates along with other popular Saudi brands like Bateel for gourmet dates and Aani and Dani for premium chocolates.
They also offer home deliveries starting at SR60 ($16).
While Feionkah’s prices might be a bit higher than average, it is a Saudi business that is well worth the investment.
Follow them on Instagram @missfeionkah.