Innovative and eager to create and embrace change, Honein is a serial entrepreneur with a large portfolio of successful start-ups and investment projects. After his graduate work at Columbia University, Honein came back to the region to launch a number of start-ups including District Lounge, Walk In Closet and AgencyWize, as well as become a seed investor in a number of start-ups including MyBox – formerly known as LaundryBox.
His most recent start-up has now disrupted the dessert industry. SugarMoo Desserts, which he and his business partners Raki Phillips and Jawad Yehia established in 2014, has catered to every taste bud with customised cakes, healthy vegan delights and uniquely hybrid desserts inspired by every national and religious holiday. Four years ago, SugarMoo helped transform the online food industry by becoming the pioneer in introducing dessert delivery to the UAE.
Being in the dessert bakery business, you learn not to see food so much as a guilty pleasure but more as a treat you deserve”
Honein’s leadership led the company to be featured in countless magazines, nominations for several awards and most recently the World’s Best Deliveroo Restaurants. With several dessert labs around Dubai, and most recently a sit-down lounge in Dar Wasl, SugarMoo is now expanding throughout the region with an extremely exciting joint venture in Saudi Arabia with Al Hokair Group, where they are expected, once again, to become market leaders.
Where there’s a market gap, you’ll find Honein exploring it, and before long, he’ll have his name on it. Keep an eye out for yet another start-up that he and Raki Phillips are working on: Earth Hotels will be a design-centric and experiential hotel chain targeting millennials and lifestyle-driven travellers. This new innovative concept is sure to disrupt the hotel industry just as SugarMoo has done to the dessert industry and we look forward to seeing it come to life.