ESRAA ISMAIL AL-KHAIR YOUSSEF

Esraa Ismail Al-Khair Youssef, 27, started working alone from home, driven by her passion for cooking and desserts. Praise from family and friends, followed by her first orders, encouraged her to turn her talent into a business. She gradually developed her skills through practice and self-directed learning. Her main challenges at the outset were managing orders, setting prices, marketing and building a customer base beyond her immediate circle. SheLeads taught her how to better plan her finances, organise her work and identify her priority customer groups.

The business prepares homemade meals and pastries tailored to customers’ needs, particularly for special occasions and people with limited time. It generates revenue, which has increased by more than 80% since the programme, and has hired six additional people, bringing the team to nine members. Registration has yet to be finalised due to administrative, legal and financial requirements. Esraa aims to build a recognised brand, increase production, improve marketing and packaging, and open new branches while preserving the home-style character of her products.