When you think of doughnuts, do you envision a sort of bun with a hole in the middle? Not at this bakery! 'Aura by Sree,' a new doughnut hotspot in Karama, has captured social media attention and attracted people from various emirates to celebrate this young entrepreneur. Unique fusions like chocolate-butterscotch, pistachio-rose cream, and milky bar creameux are available at this cozy bakery, known for its ambient lighting, pink-and-white themed packages, and shelves stocked with fresh, fluffy doughnuts.
Sree's journey began when she discovered a vacant shop near her home, which she knew was the perfect place to open her dream bakery. Although she didn't have a fixed timeline, she always aspired to work in the food and beverage industry. Trained in a US culinary school, she was introduced to a world of new recipes and innovative food experimentation. This training equipped her with the ingredients for her recipe of success.
Initially, Sree planned to offer a variety of products like bread and croissants, but she realized the practical challenges involved. "But when you face reality, you realize it's not straightforward. Different products require different equipment, ingredients, and manpower. As a new business, you can't manage all that," she explained. Early on, she decided to remain self-reliant and create a unique product. "The other option was to source from other bakeries, which I didn't want to do. I thought about it and narrowed down my specialty to doughnuts."
The 23-year-old never wanted a conventional job, believing that creativity and freedom often hit a ceiling in corporate environments. For instance, she recently wanted to visit India, so she booked her tickets, ensured her employees could manage the bakery, and left. "That's something you can't do in a 9-to-5 job," she emphasized. "I'm a creative person. I like to think of new products and ideas, which I couldn't do if I worked in a bakery where I had to follow a set menu."
However, there was a period after university when she didn't know what to do and considered working in a company temporarily to gain more experience in the food and beverage industry. Despite enjoying every moment behind the counter, she faces challenges, especially ensuring suppliers and employees take her seriously. Negotiating with suppliers requires constant research to avoid being taken advantage of due to her lack of experience.
Growing up in the UAE, Sree understands her customers well, as she was once one of them, enjoying doughnuts from various places. She questioned, "Why would they come to a small shop in Karama?" Big players are easily accessible and often cheaper than homemade products. To ensure customer loyalty and business longevity, she decided to offer a different style: a bomboloni, an Italian doughnut with a hole on top, filled with cream through piping. However, she puts her own twist on things, inserting a tiny hole in the center for fillings and covering it with beautiful toppings and a creamy exterior.
Sree's menu avoids boring or basic flavors, using nostalgia, classic items, and trending keywords. Often, the doughnut flavors are not preplanned but emerge during her kitchen experiments. For example, she created a chocolate-based doughnut reminiscent of the beloved Milky Bar chocolate. Tiramisu latte combines the classic coffee-based sweet with more coffee, resulting in a creamy delight. She also taps into the Korean trend with a Korean milk doughnut, authentic to its roots.
Sree's unique fusions and innovative signature flavors remain her unique selling point. She reveals a baker's secret: many of her flavors do not contain the named ingredient. For instance, Milky Bar creameux does not have the actual Milky Bar chocolate. This technique, using different ingredients to achieve the same taste, ensures customers won't notice the difference. She also offers eggless doughnuts to accommodate different dietary preferences.
Social media has been a powerful tool for Sree, documenting the process of starting her bakery and sharing behind-the-scenes insights. "I feel like as a customer or viewer, you usually never get to see the real BTS of anything. Like, before I actually opened a bakery, I didn't know what it would look like," she said. Her content, focusing on routine tasks and daily life after opening, has attracted almost 9k followers.
The 23-year-old has big visions for the brand, aiming to create a multinational company that retains the uniqueness of her flavors. "It would take a lot of figuring out and a lot more work, but I would definitely keep new flavors coming, maybe hire teams of chefs that recognize my vision and can carry it out effectively in different regions," she said.
