Shaimaa Adlan is a dentist, pioneer and innovator in the kitchen, and the founder of Juwa Sweets, under which many private projects are included. The beloved dessert "Cheesecake" is not how many think the beginning of a path of success looks like. But that's exactly how it all began; Dr. Shaimaa Adlan’s love and passion were the first driving force for her to become a successful entrepreneur in the kitchen today. Shaimaa takes us with her on a journey that is exhilarating and perhaps tiring, but full of passion.

Doctor and entrepreneur: Shaimaa Adlan. Source: Juwa page on Facebook

Shaimaa, who had lived eighteen years in the Kingdom of Saudi Arabia, separated from her family and returned to Sudan in 2013 to study dentistry. Like the majority of young women whose families lived outside Sudan, she settled with her relatives, and by nature she loved cooking, so she would always put her touch in preparing food for the family. This extended to her participation in special occasions for relatives and university trips, where her cooking always gained everyone’s approval. Who would have thought that her hobby of cooking would become a source of livelihood, and that her beginning as a novice chef in 2013 would be her first steps towards an ongoing dream that seems clear today in everyone’s eyes?

Andariya: What inspired you to start Juwa?

Shaimaa Adlan: My surrounding environment in Saudi Arabia was one of the reasons for the variety in my recipes. I was surrounded by different nationalities from Yemen, the Arabian Gulf and others, which helped me acquire their food culture. Then I started preparing different sweets and pastries. The truth about the beginning of my project was my love and passion for the “cheesecake” dessert, since during my stay in Sudan I did not find a place that prepared this cake as I was accustomed to tasting it in Saudi Arabia, and because I actually learned to prepare it there with high specifications and quality, it became my initial specialty.

In order for my career to have a correct and balanced start to develop my skills in the culinary sphere, I quickly participated in various training courses on sweets and pastries, and training courses on “catering,” the business of providing and serving food and beverages for private and public events.

I trained hard to improve my skills, especially between the years 2018-2019, as I prepared many experimental varieties for tasting, and I considered it an attempt, despite my hesitation about its success.

My serious experience and turning point began in 2020 on the 14th of February, when I appeared in the public arena with my first participation in an event. I chose this date in particular as it coincided with Valentine’s Day. I was keeping in mind people who had no plans for the day, and I wanted “Juwa” to give them this space and opportunity to come to the festival to taste the sweets and foods that I made in my debut with my own venture.

Juwa's first appearance as a brand on Valentine's Day 2020 Source: Juwa's page on Facebook

Andariya: How did you choose the name “Juwa” to be the name of your brand?

Shaimaa: I originally chose this name because of my love for cheesecake, as it is a dessert of Greek origin. Juwa is a Greek name with origins that go back to the beginning of making cheesecake 4,000 years ago in ancient Greece. It is also a coastal name that symbolizes the “sun", which I chose as my visual identity. The yellow color I used was a sign of “Juwa,” which is pronounced Juva.

Juwa sweet's visual identity. Source: Juwa's page on Facebook

Andariya: What was your experience when launching Juwa?

Shaimaa: I have already prepared what is necessary to launch the project, starting with creating pages on social media sites to promote it online and on the ground. As most women, I wasn't spared from the obstacles that are imposed in front of any woman who tries to compete in business in general. I have suffered from this treatment, whether in Sudan previously or even in Egypt to this day. I believe I will always face such obstacles because I am a woman.

They always ask how could a young woman leave the house alone to buy the necessary materials, rent work sites, and visit the Omdurman market until late at night without a man accompanying her? All of this was reprehensible. I even faced rejection for a job opportunity just because I was a woman, and I always heard, I was “just a cook” and “women originally belong to the kitchen.” My work was not taken seriously. These statements disturbed and frustrated me, especially since some of them were from close circles.

Nonetheless, I came across individuals who had faith in my idea and encouraged me, considering it as a brilliant and viable idea. This resulted in me becoming more accepting, mature, and acknowledging that I will always encounter those who want to frustrate me, but also have those who provide support and advice. So I intend to focus on support only. This is no longer a dream or an experience, but rather a job and a profession that delights me, creates my worth and gives me a sense of satisfaction and pride. I am constantly creating new ideas and projects that I hope will become a reality one day.

Andariya: What does Juwa's trajectory look like today?

Shaimaa: It's already been four years since I founded Juwa and its debut at the Taste Event. However, I only felt I was on the right track when I won the first place in the global competition "Startup Weekend Khartoum", which I participated in following my participation in the Taste Event, in March 2020. I'm moving slowly but surely, this is how I describe my career. I know for sure that "Juwa" has grown and that those who know it and those who tasted it are not the same numbers as four years ago.

Juwa registration documents. Source: Juwa's page on Facebook

Shaimaa Adlan wins first place in the Startup Weekend Khartoum competition for “Juwa”. Source: Juwa page on Facebook

Andariya: What was the impact of war on your projects and plans?

Shaimaa: I wasn't in Sudan when the unfortunate war began on April 15. I was on a vacation to spend Ramadan in Egypt with my family (my mother and brother). But I was going to return afterwards to fulfill my obligations with many contracts in Sudan. It was not my plan to settle in Egypt, but the war came without a warning and its impact affected my family, my friends, my memories, and our home first, then my work, like all Sudanese people.

At the beginning of the war, my first concern was the safety of my family, and I did not find time to worry about “Juwa” until later. Since one of my brothers was stranded in Sudan and my father was in Saudi Arabia, as we were scheduled to get together for vacation. My family was dispersed for some time, so I could not think about “Juwa” until 5 months after the tragic war. I was hesitant to return, but I returned, thanks to God. What made my start difficult was that I was an employee, so I tried to strike balance between my private venture and my job.

Juwa returnس in 'Almarai', sans-serif !important after the war. Source: Juwa page on Facebook

Andariya: Post-war Juwa started in another land, how was your beginning in Egypt?

Shaimaa: Success is from God, my parents’ prayers that always accompany me, and the extensive network of acquaintances that I gained over the course of my career. In addition to my friends from various countries such as Saudi Arabia, Sudan, and Egypt who are still in constant communication with me. I think that my relationships are very excellent and have helped me a lot to start again, especially since I was afraid of starting over, but it seemed to me like an experience that I had to go through, regardless of the outcome. Before I decided to start, I had already started. It has already been many months since I resumed my career and everything is going well.

I couldn't quite reach the Egyptian market, so I'm still working in the Sudanese market, and I've already changed the menu. Because Egypt has a broader market and varieties, competing there is more difficult, but I am still working on that.

An example of Shaimaa's work in "Catering". Source: Juwa page on Facebook

Andariya: What is your vision for Juwa and your plans a few years from now?

Shaimaa: I think that anyone who decided to start their own business must have a vision. It is necessary to think about what you want your own venture to be like. There must always be a Plan A, Plan B, and any backup plan to be able to overcome the adversities you face, such as this war.

“Juwa” is the name of the brand, and there are many other ventures that fall under it. My work today is not limited only to making sweets, but there is also “catering,” the business of providing and serving food and drinks for private and public events besides organizing and planning, which is what I focus on now, whether for Sudanese, Egyptians, or even other nationalities. I am planning 5 projects for “Juwa” that will see the light 5 years from now. I am striving and working hard for them to see the light, so anticipate them!

We were also working on “Al-Beresh" a Ramadan tent project, which is a social, cultural and artistic tent that was held throughout the holy month of Ramadan, on the Nile in the Manial area. A place that brought us together to exchange stories and anecdotes, listen to music, songs and praising Prophet Muhammad chants. Also, where friends and families gather, delicious foods and enjoyable programs are always presented. It was a very enjoyable event that brought us together and relieved our feeling of loneliness in a foreign country.

The design of the visual identity for the Al-Beresh Ramadan tent project. Source: Juwa page on Facebook

The team of the Al-Beresh Ramadan Tent Project. Source: Al-Beresh page on Facebook

Dr. Shaimaa and one of the members of the Al-Beresh Tent team. Source: Juwa page on Facebook

Andariya: How were you able to achieve prosperity and stability under these conditions?

Shaimaa: In Sudan, the market was not stable. A year ago, Egypt’s market was stable, but today its market has fluctuated, just like in Sudan. This makes it difficult to control financial plans, but it is also not impossible. All that is needed is to develop a smart plan to read the market and find what suits the product and the consumer.

Andariya: What other lessons can we gain from competitors in other countries and perspectives?

Shaimaa: Rapid response and careful selection of employees are very important elements. I have noticed the importance of these points in Egypt, as the Egyptians are very excellent in this regard and very professional in their work. They implement without delay, and another important point is that they are very skilled in setting a balance of quantities and choosing the correct materials at a good cost, so that the result is “good cost and high quality.”

Andariya: One last piece of advice you would give to Sudanese women, especially those who see you as a role model in this field?

Shaimaa: There are many experiences that I went through that are very different from the experiences that many women may go through. Each of us has an experience and a challenge that we face alone that may not be similar to the other. Our vision of correcting things may differ, but I can say that as a woman, be steadfast and stay focused because difficulties exist. Do not let someone else bring you the solution, but rather you must find it yourself. So continue despite the circumstances and the oppression we are living in. Continue, you are capable.