Discover the magic behind our culinary journey. To brave a novel idea is to find yourself greatly rewarded by the beast in you called inspiration.
Our passion for flavor alchemy, driven by innovation and a profound understanding of regional palates, allows us to create signature desserts and pastry menus that become million-dollar sensations. Mostly a self-taught pastry artist, I continuously seek to push boundaries and do things the way most chefs wouldn't. I have written my first baking book, Nouel's Nifty Chic Baking, in the hope of bringing original ideas to impress - possibly ones that will inspire you to think outside of the box and lead your own path.
11/10/2025
SNA’AP is finally here! 🍫
We’re officially launching today, October 11, at Market Island, Dubai Festival City — the largest food hall in the Middle East!
Be among the first 50 SNA’APpers to queue up and enjoy some sweet perks — claim your Chocolate Passport and receive an exclusive dessert from The Sweet Life! .me
Come celebrate with us and be part of this delicious beginning.
See you at Market Island! 🧡 .island_uae
04/10/2025
Just before hitting the skies again, I had a wonderful experience at the recently concluded Salon Du Chocolat on its 4th edition. I’ve had many chances of joining until I was invited to be a judge and also to be on stage to share my knowledge, experiences and thoughts with seasoned professionals in the field. I couldn’t thank enough , and the for welcoming me to the event. Until the next edition!
02/10/2025
The Birth of Siam Chocolate
After the triumph of Anantara Salalah’s Khareef Chocolate, I once again joined hands with Anantara - this time in the heart of Bangkok to create another masterpiece: The Siam Chocolate.
This bar is more than a flavor; it is a narrative. Drawing inspiration from three cultural pillars of Thailand: gold, lemongrass, and lotus root; I crafted a chocolate that embodies the country’s spirit.
Each bite reveals layers of velvety coconut-pandan caramel, balanced with a crunchy medley of peanut, lemongrass, lotus root, kataifi, and pistachio. Thanks to and the very talented pastry team headed by Chef Aey for making this a reality.
A golden harmony where art meets edible storytelling.
22/09/2025
A very exhilarating night ! Being part of the prestigious World Culinary Festival here in Thailand is just unbelievable! But we’re here to bring our A-Game dropping our exclusive collaboration with - the birth of Siam Chocolate. Reception has been amazing and people were taking more than one bite! Here is to an exciting and successful collaboration and festival!
20/09/2025
Join me at Salon du Chocolat et de la Pâtisserie Dubai () scheduled to take place from September 30 to October 2, 2025, from 3:00 to 9:00 pm, at Madinat Jumeirah – Madinat Arena, where I will be hosting a special Competition.
Visit salonduchocolatdubai.com to register for your badge.
I can’t wait to see you there!
18/09/2025
Join The Talks at Salon du Chocolat et de la Pâtisserie Dubai on September 30 at 6:30 PM for “Made in Dubai: the brands reshaping the UAE’s chocolate scene.”
Meet the bold local chocolatiers putting Dubai on the global chocolate map. From bean-to-bar excellence to homegrown innovation, discover how UAE-based brands are redefining quality and craftsmanship.
Dive into Dubai’s sweetest success stories! Click the link in bio to sign up.
Registration link: https://sdcpdubai2025.registration.systems/ems.html?RT=LP
Tags: .dxb .me .dxb
09/09/2025
G’day Melbourne!!! This must be one of my most emotional visits to a bakery. This place is teeming with passion, creativity and exact science! Not to mention deliciousneeeesssss!! It’s truly an honor and I say this again I AM HUMBLED! If .bachour and (and I am sure countless other afficionados) have visited this place before this says SOMETHING. Thank you once again .melb for being such a sport in taking my creation on board. So, SEE YOU IN DUBAI??
09/09/2025
Had to run like speedy gonzales to make it to CMD SUPPER CLUB as the guest chef. I prepped a pre-dessert made with hibiscus and calamansi, cooked pandan sauce, baked pili nut baklava and made an Ube namelaka using none other than my favorite Ube powder by Astoria Aces .f2t (it’s my favorite!). Thanks to her majesty chef Ricci of for such a great support (apart from the delish cheese ice cream). you made all of these happen in one day. More posts later!
08/09/2025
Catching up quickly with of - once a fan always a fan! She is the OG chocolatier out from Melbourne !
31/08/2025
We have landed in Hong Kong! What started as a brand I created because you all want to continue supporting my innovation in the chocolate industry, SNA’AP has grown into a product that celebrates heritage and diversity through the different city flavors we have curated. Xie xie Hong Kong 🇭🇰 for welcoming us!
28/08/2025
WE'RE HIRING!
Company: Chef Nouel Catis Foodstuff Trading LLC
Location: Dubai, UAE
At Chef Nouel Catis, we are redefining desserts and chocolates through innovation, heritage, and creativity. We’re looking for passionate and reliable individuals to join our growing team.
13/08/2025
One of the Yummiest meetings albeit quick was this one - with Keeshia and Joaquin of - in our industry where quicker turnarounds are vital, wishing these two a progressive future! We are developing ideas with them so we can realize our yummy plans for .dxb and .me efficiently and effectively
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My story has a very humble beginning - preparing sweet treats with my mother in our home kitchen and learning techniques from recipe books. But it was the dream to fly high in the sky as a respectable patissier that transported me to the world of hotel kitchens leading multi-national teams in different countries and competing on an international scale. My success allowed me to gain recognition from the industry and eventually to publish my own book, Nouel’s Nifty Chic Baking.
Since 2013, I have provided development support to various brands within the GCC specifically in KSA, Kuwait, and the UAE. This involves research and development work writing menus and creating new dessert items. These companies are either existing or start-up with capital valuation ranging from small time (home-grown) businesses to major multi-unit investments.
Over the years, these brands have remained profitable and have grown and expanded. Thanks to the three major thrusts I firmly believe in: show-stopping or instagrammable, signature or unique and delicious!
What makes me different?
I don’t duplicate menus. It’s a big no no! Even with multiple clients, there is a distinction in concept, presentation and taste. It’s an ethical way of doing business.
I work with you. Your ideas and beliefs are as important as my professional experience. I am here to realize your dream.
I like crazy. Craziness is good! I encourage it. I keep an open mind and professionally accept criticism. We shape the business together.
Vast network in the industry. I am well connected to major suppliers locally and internationally ensuring you have access to the latest technology and materials. I have collaborated with many known brands and this is essential in staying up-to-date in the market.
Flexible. I support both small and big businesses improving available choices in the market and encouraging healthy competition. Consider me as your food business incubator. Whether your capital is limited or overflowing, there is a space for you.
COLLABORATION
For the last ten years, I have tapped on numerous international and local brands such as Valrhona, TCHO chocolate (US), Auro Chocolate (Philippines), MEC3, Elle & Vire, Puratos, and learning institutions. It either involved extensive brand support or as a brand ambassador (e.g. masterclasses). This has provided a much stronger link between my suppliers and my clients.
This relationship is very important as it allows the innovation work to continuously progress. It benefits you, as a supplier, and the businesses as the end-user. It’s like pushing new app updates on your phone - there is always something new to play around with.
How big or small you are as a brand, let’s work together! The market is in constant need of new materials.
MY CONCEPT - YOUR INVESTMENT
Recently, I have expanded my services providing a more turn-key type of solution to entrepreneurs.
Creating a brand from scratch is the most exciting yet challenging part. This is where I come in. I tap different talents combined with my expertise in product innovation to create a more tangible business idea you can pitch your capital in.
