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.
03/02/2026
Complimentary Valentine Gifting Service: We’ve realized how many of our customers buy SNA’AP products because it’s simply a premium and quality UAE-based brand to gift someone with. As part of our commitment to continue providing you with the same level of commitment since day 1 - quality products and service - this Valentine we are offering complimentary gifting service for our box set of 4. We will tie a ribbon around it and provide a luxe greeting card. The cherry on the top is of course our SNA’AP city chocolates. This will be available in our retail outlet at the Market Island .island_uae or online via Careem, Deliveroo, Noon Food and Talabat starting next week on Monday.
30/01/2026
Couldn’t be happier seeing our SNA’AP brand officially launched at the Dubai Duty Free. More than my popular Dubai Chocolate recipe, our travel retail exclusive size of 120g gives you the same experience of a generous filling. Look for our other equally delicious city chocolates as London, Manila, Mumbai and Fukuoka. Available across all Dubai Duty Free outlets in all terminals.
23/01/2026
In cooperation with to .qa , we will unveil the first Qatar inspired chocolate crafted by my .dxb team - I have a masterclass scheduled today, the 23rd of January, at 6pm. I’ll share my story about how I got involved with the Dubai Chocolate recipe back in 2022 and what’s next for the chocolate world. And we will also share the story behind the creation of our latest Ageeli-inspired Qatar Chocolate. 🍫 I will see you all later!
09/01/2026
Almost three months in, and my Tumi Voyageur has become a daily essential.
It zips like butter, balances function with a clean, modern look, and sits perfectly on the shoulder: no slipping, no fuss. Thoughtfully designed, effortless to carry, and seamlessly fitting into my routine right alongside my iPhone and MacBook.
A quiet upgrade that makes everyday life easier.
08/01/2026
ActivateMe™ Fest is coming, and I’m excited to be part of Dubai’s first-of-its-kind family event, bringing together over 100 activities, activations and experiences from over 100 academies, clubs, and partners all under one roof, along with free trials and awesome competitions and prizes throughout the event!
Either scan the QR code or visit https://activatemefest.com/, and then use my code SPEAKER25 to get 25% off tickets and join us for an unforgettable family weekend. Are you joining us?
04/01/2026
The city’s new sensation drops only on weekends! So don’t you miss out on the best Bundt cake in town or wait until next week ☺️ - you shouldn’t just hear about it. You should be the one to tell your friends how good it is! It’s not hype. It’s just really delicious. And one cake you buy feeds a labor worker. 🤲 Hasta la vista!
01/01/2026
2025 - you’ve been an amazing one! I lost count on my travels and recipe innovations but was doing the accounting so we’ve got the deets 😅 - this year I and my team are looking forward to another great journey while we continue to grow our brands .dxb .me and - have a great start of the year to you all and thanks for supporting us through the years! What we do we do them best because of you!
24/12/2025
It’s been a great year like any other year but this season is the most significant. We thank the Lord for His blessings and grace and seeing us throughout from January to December as our guiding light. In behalf of my Nouel Catis team, I’m extending the same grace and thankfulness to our shareholders, partners, friends, and importantly to everyone who has been supporting us in more ways than one. Happy Holidays to you all!
17/12/2025
It’s only a week to go before Christmas, and we’ve made sure to have something special for those who’ve been loving our SNA’AP City Chocolates. Starting tomorrow at 3:00 PM, our limited-availability SNA’AP Advent Calendar will be available at our retail store in .island_uae as well as on Careem and Talabat.
Inside, you’ll find exciting trinkets and exclusive flavors you won’t want to miss: including our Tokyo Chocolate in matcha flavor and London Chocolate in date pudding flavor. Are you ready for Christmas?
07/12/2025
A lot happening today and it’s all about celebrating people who uplift a community through the brands we create - and in my case through the recipes that I innovate to inspire others. Shoutout to all my brothers and sisters who make this world a much better place to live in! and - follow us at for an epic 12.12 drop! That’s happening very soon!
01/12/2025
In celebration of the 54th UAE National Day, the sensational Abu Dhabi Chocolate in our signature 90g size is now available in Dubai for a limited time only until supply lasts, both online and in our retail store at the Market Island, Dubai Festival City Mall. Meanwhile, our iconic gold-adorned 200g bars remain exclusively available in select Rain Cafes in Abu Dhabi and Ras Al Khaimah.
30/11/2025
Standing before a huge theater to deliver a 10-minute inspiring speech took me back to my TEDx and Shark Tank days. And this time I let my heart speak even more after all of the amazing work I and my team have gone through this year (so far). Being viral is not in your hands. It’s up to the community! What I do is just doing my best to serve tasty recipes. And YES! I have been a cake artist since so being at the was like walking through time in my life when I was just starting out. Thank you 🙏 everyone and thanks to God! I am blessed and grateful beyond measure.
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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.
