Nada Edlibi, a young Saudi businesswoman, has changed the way cakes are made in the KingdomCAKE-MAKING at Edlibi's bakery in Riyadh is different from others, as the customers are allowed to choose the design, ingredients and theme that suits the party or occasion the cake is for. Edlibi told Saudi Gazette that the cake should reflect the customer's choice and taste. “Cakes made at our bakery are not simply cakes but a statement based on the occasion that people wish to celebrate,” she explained. Customers may choose a sophisticated elegant look or look for 3D shapes that reflect the playfulness and sense of humor in “whimsical” styles, she added. According to her, the cake should suit the location, decoration and ambience that customers require for an occasion. Cake-making at Edlibi's bakery stands out from others as it offers a whole range of products that cater to those with specific health restrictions. Edlibi said cakes at her bakery are made of vanilla sponge with Oreo and butter cream unless stated otherwise, or made of rich chocolate with cheese. “We are working on making gluten or dairy-free cakes,” she said. She added that sponge and chocolate cakes do include nuts in the ingredients. “Our cakes are made with vegetable fats and contain dairy products.” The cup cakes and mini cupcakes are made of many other flavors that include rich chocolate, peanut butter, lemon, cinnamon and carrot, she noted. “Our reputation, experience, and techniques enable us to create the perfect cake for the customer. We specialize in the ‘fondant' technique which gives the cake a smooth, porcelain-like finish that has recently become popular,” Edlibi explained. According to her, Saudi customers prefer to order custom-made cakes that suit a certain event. This includes serving mini cakes with coffee instead of the traditional serving of dates. “Some people substitute gifts with cakes,” she remarked. Customers are offered the opportunity to browse a website displaying a gallery of exotic and unique cake designs that they can then choose from. The designs inspire the customers to form an idea before placing an order, Edlibi said. She added that customers can even turn to cake-decorating experts such as those at Wilton and create amazing ideas of their own before a placing order. They are then provided with all the tools they require, including pans, candles, icing and other important requirements for cake-making. “We also offer Wilton cake decorating classes,” Edlibi said. “This has been the number one name in cake decoration since 1929.” Confident about the niche her business has captured, the young Saudi businesswoman said: “We are well-known for great taste. We always get thank you notes commenting on how delicious, moist and flavorful our cakes are. We love to give samples with orders so the customers can decide on what suits them,” she said. (Design Affair is the name of the company that Edlibi owns and the bakery is located on Ahmed Bin Abdulaziz Road across Khema Amusement Park.) The cost of the cake is determined by a number of different factors though Edlibi was wary of elaborating on the prices. She said that all the staff at her shop are female and the bakery employees work in two shifts. The delivery time is usually between three and four days after the order is placed. “We take requests for wedding cakes at least one or two months before the occasion. The client has to deposit 50 percent of the amount in advance, which in a way confirms the order,” she said.
