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Areej Jomaa.

Areej Jooma is the founder of SweetConnection; a bakery that caters for those with gluten intolerances and other allergies.

My background..

I’m Lebanese-Canadian. I was born, raised and got married in Lebanon. We moved to Cyprus during the Lebanese war and have three beautiful children. Our life has been a big adventure, moving around and living in various countries for my husband’s work, before finally settling in Dubai. We’ve met and made some wonderful friends who have become our extended family.

My business..

I started baking for my sister when she was diagnosed with Celiac Disease 15 years ago and soon started to bake for others with a gluten allergy too. It turned into a business, which I started when we lived in Cyprus and took with me when we moved to Qatar and Bahrain.

After settling in Dubai and living here for four years, I could see a niche in the market for home-baked, decadent gluten-free goods. People wanted something that was more appealing than the commercial baked goods found on the shelves of their local supermarket. I set up the first SweetConnection kitchen in my home and it has now moved to a permanent commercial location.

The gluten-free goods we create are delicious. Each item is baked with a lot of love and care. I use a variety of flours that are nutritious for everyone – even those with no allergies – and I also cater for customers with different allergies, such as dairy, egg, or sugar. I use organic produce as often as I can and support local farmers from Dubai and Abu Dhabi.

The aim of the business is for people with allergies to be able to enjoy healthy and great tasting baked goods. I love the fact that my customer base returns time and time again.

I am looking for..

I’m currently looking for people with baking skills to work in my kitchen. They need to be passionate about baking and willing to learn and grow with SweetConnection.

My contact details..

I can be contacted by calling 05 08763351 or by emailing

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