Meeting Sara on Zoom was a remarkable experience. She is so sharp and laser-focused. An entrepreneur who rolls up her sleeves and enjoys every bit of the challenges that come her way.

Sara grew up in Sweden and continued her studies abroad. You can see that she has imbibed the best genes from her European mom and Arab dad.

In 2004, Sara came to Dubai and worked in the corporate world. She in fact started working at the age of 19! She is mature beyond her years.

In 2019, with the moral support of her family, she decided to launch her own business. Growing up she was an entrepreneur at heart. And she confesses, she was a foodie! So it all falls in place.

kimri is her brand for gourmet chocolate dates. kimri is the name given to dates when they are in the 17th week of their life cycle and are green in appearance. Green is the inspiration for the brand’s signature color.

In Sara’s words, “kimri reflects the young attitude and ever-evolving approach to creating new and innovative products.”

All the dates are cherry-picked and pitted, dipped in hand-made chocolate, and filled or coated with the finest creams and roasted nuts. All this happens right here in the UAE. kimri is truly a homegrown brand. Brand built with TLC!

Sara is responsible for A-Z of all activities. Be it the production of her collection, design of packaging, pricing, retail, logistics, web presence, social media marketing, and the list just goes on!

kimri is currently available in Spinneys, Waitrose, Candylicious, and RIPE Market. She has entered Oman and has just signed a distribution agreement with retail stores in Bahrain. At the rate at which she is going, I have no doubts that she will conquer the world – in her domain.

Sara’s vision is to bring awareness to the date fruit that is most typical to our region, by reinventing it using various flavors that tap into different cultural backgrounds – thus making it a communal brand and a delicious chocolate date to be shared by everyone.

Penned by Sharad Agarwal