Discover the magic behind our culinary journey. To brave a novel idea is to find yourself greatly rewarded by the beast in you called inspiration.
Our passion for flavor alchemy, driven by innovation and a profound understanding of regional palates, allows us to create signature desserts and pastry menus that become million-dollar sensations. Mostly a self-taught pastry artist, I continuously seek to push boundaries and do things the way most chefs wouldn't. I have written my first baking book, Nouel's Nifty Chic Baking, in the hope of bringing original ideas to impress - possibly ones that will inspire you to think outside of the box and lead your own path.
24/12/2025
It’s been a great year like any other year but this season is the most significant. We thank the Lord for His blessings and grace and seeing us throughout from January to December as our guiding light. In behalf of my Nouel Catis team, I’m extending the same grace and thankfulness to our shareholders, partners, friends, and importantly to everyone who has been supporting us in more ways than one. Happy Holidays to you all!
17/12/2025
It’s only a week to go before Christmas, and we’ve made sure to have something special for those who’ve been loving our SNA’AP City Chocolates. Starting tomorrow at 3:00 PM, our limited-availability SNA’AP Advent Calendar will be available at our retail store in .island_uae as well as on Careem and Talabat.
Inside, you’ll find exciting trinkets and exclusive flavors you won’t want to miss: including our Tokyo Chocolate in matcha flavor and London Chocolate in date pudding flavor. Are you ready for Christmas?
07/12/2025
A lot happening today and it’s all about celebrating people who uplift a community through the brands we create - and in my case through the recipes that I innovate to inspire others. Shoutout to all my brothers and sisters who make this world a much better place to live in! and - follow us at for an epic 12.12 drop! That’s happening very soon!
01/12/2025
In celebration of the 54th UAE National Day, the sensational Abu Dhabi Chocolate in our signature 90g size is now available in Dubai for a limited time only until supply lasts, both online and in our retail store at the Market Island, Dubai Festival City Mall. Meanwhile, our iconic gold-adorned 200g bars remain exclusively available in select Rain Cafes in Abu Dhabi and Ras Al Khaimah.
30/11/2025
Standing before a huge theater to deliver a 10-minute inspiring speech took me back to my TEDx and Shark Tank days. And this time I let my heart speak even more after all of the amazing work I and my team have gone through this year (so far). Being viral is not in your hands. It’s up to the community! What I do is just doing my best to serve tasty recipes. And YES! I have been a cake artist since so being at the was like walking through time in my life when I was just starting out. Thank you 🙏 everyone and thanks to God! I am blessed and grateful beyond measure.
29/11/2025
See you later and bake with me! I’ll be doing my signature cookie recipe stuffed with your favorite SNA’AP chocolates ! I’ll be at Festival Of Cakes today from 4 PM onwards. I’ll also be delivering a short talk on HOW TO BE VIRAL - I’ll unlock some key points on how to prepare yourself for success and more! SEE YOU THERE!
27/11/2025
🎉 GIVEAWAY TIME! 🎉
I’m giving TWO lucky winners the chance to experience Festival of Cake at Expo City Dubai — where I’ll be joining as a guest chef!
How to enter:
🍰 Follow and
🍰 Like this post
🍰 Tag a fellow cake lover in the comments (one tag = one entry!)
Each winner gets 1 General Admission ticket valid for any festival day between 28 Nov – 2 Dec. This is the region’s first Festival of Cake bringing together the world’s best bakers and dessert artists for an unforgettable five-day celebration of all things sweet.
Highlights include:
🍰 Over 100 shows, 5 days, 3 stages – one delicious celebration
🍫 110,000 sq ft of pastries, cakes & pure indulgence
👩🍳 Meet over 25 world-class chefs & enjoy live demos and workshops
🎂 “Real or Cake?” by Sugaholic Bakeshop
🍰 Cake Canvas Café – decorate your own edible masterpiece
🎶 Sugar Rush Bar – DJs, drinks & dessert vibes till midnight
🎉 The official Cake Picnic™ – “No Cake. No Entry.” (2nd Dec)
Let’s celebrate the sweetest festival of the year!
22/11/2025
It’s been a rewardingly busy year as your Dubai Chocolate Chef, so I needed a moment to recharge and I found my sanctuary at Manami Resort. I rarely get the chance to do this, making it a long-awaited reward.
I’m so grateful for Manami’s Negrense hospitality. It’s one of those trips that reminds you just how amazing our country is from its people to its nature and its food.
Until we meet again, Manami!
29/10/2025
This Halloween, I’ve teamed up with to bring you the spookiest chocolate challenge ever: Pick Your Poison. 🍫🎃
I’ve crafted five sinful flavors, but beware… one hides the Bloody Curse. Bite into it, and it’s game over. 💀
Order now through SNA’AP, exclusively on noon Food, and take your chances if you dare. 👀
28/10/2025
This Halloween, I’ve teamed up with to bring you the spookiest chocolate challenge ever: Pick Your Poison.
I’ve crafted five sinful flavors, but beware… one hides the Bloody Curse. Bite into it, and it’s game over. 💀
Order now through SNA’AP, exclusively on noon Food, and take your chances if you dare.
18/10/2025
Catch me today, Saturday, October 18th, at Cold Storage | CS Fresh stores across Singapore!
Let’s talk all things chocolate and heritage desserts 👨🏻🍳
📍 Great World City (Q073) — 10AM to 12PM
📍 Tanglin (Q071) — 1PM to 3PM
📍 Paragon (Q031) — 4PM to 6PM
Come say hi, snap a photo, and discover the stories behind each bar! 💛
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My story has a very humble beginning - preparing sweet treats with my mother in our home kitchen and learning techniques from recipe books. But it was the dream to fly high in the sky as a respectable patissier that transported me to the world of hotel kitchens leading multi-national teams in different countries and competing on an international scale. My success allowed me to gain recognition from the industry and eventually to publish my own book, Nouel’s Nifty Chic Baking.
Since 2013, I have provided development support to various brands within the GCC specifically in KSA, Kuwait, and the UAE. This involves research and development work writing menus and creating new dessert items. These companies are either existing or start-up with capital valuation ranging from small time (home-grown) businesses to major multi-unit investments.
Over the years, these brands have remained profitable and have grown and expanded. Thanks to the three major thrusts I firmly believe in: show-stopping or instagrammable, signature or unique and delicious!
What makes me different?
I don’t duplicate menus. It’s a big no no! Even with multiple clients, there is a distinction in concept, presentation and taste. It’s an ethical way of doing business.
I work with you. Your ideas and beliefs are as important as my professional experience. I am here to realize your dream.
I like crazy. Craziness is good! I encourage it. I keep an open mind and professionally accept criticism. We shape the business together.
Vast network in the industry. I am well connected to major suppliers locally and internationally ensuring you have access to the latest technology and materials. I have collaborated with many known brands and this is essential in staying up-to-date in the market.
Flexible. I support both small and big businesses improving available choices in the market and encouraging healthy competition. Consider me as your food business incubator. Whether your capital is limited or overflowing, there is a space for you.
COLLABORATION
For the last ten years, I have tapped on numerous international and local brands such as Valrhona, TCHO chocolate (US), Auro Chocolate (Philippines), MEC3, Elle & Vire, Puratos, and learning institutions. It either involved extensive brand support or as a brand ambassador (e.g. masterclasses). This has provided a much stronger link between my suppliers and my clients.
This relationship is very important as it allows the innovation work to continuously progress. It benefits you, as a supplier, and the businesses as the end-user. It’s like pushing new app updates on your phone - there is always something new to play around with.
How big or small you are as a brand, let’s work together! The market is in constant need of new materials.
MY CONCEPT - YOUR INVESTMENT
Recently, I have expanded my services providing a more turn-key type of solution to entrepreneurs.
Creating a brand from scratch is the most exciting yet challenging part. This is where I come in. I tap different talents combined with my expertise in product innovation to create a more tangible business idea you can pitch your capital in.
