Think assorted goodies, a cup of gourmet coffee and Sara's comes to mind. Tucked away at the start of Al Batarji street, just off King Abdulaziz road, it doesn't boast of a fancy signboard but it beckons with an old world charm. The ownership is shared between two highly motivated and enterprising women Sarah Mahjoub and Lameece Al Mazrooa. They're both armed with degrees from King Abdulaziz University in marketing and accounts. They seem to have made headway into the boutique style food business. A little chat revealed how Sara's was conceived, the teething problems and how now, in its adolescence, it seemed to be rolling along. "We wanted to open a place where families, ladies in particular would be comfortable. Well we came up with the concept of the ‘third place', a place which would be between home and work, somewhere where ladies or families would be able to enjoy a cup of coffee, a meal, in a cozy environment. The ‘third place' represents something like a friend's house and that is exactly how it has become quite popular in less than a year," said Lameece. Clear glass doors open on to the family seating area comprising of tables and chairs in a varnished wood and wrought iron finish. The walls have a whitewashed appearance in a slightly whitish gray. A feature wall in narrow brick surface brings the look together- something between vintage and Mediterranean. An exclusive ladies' section rests on the first floor. "Initially we hired a designer and decided on a simplistic style. We deliberately steered away from a sophisticated look but instead went in for imperfection as I personally think perfectionism puts you in a frame. We have used wooden pallets for instance and recycled it as accessories and furniture," Lameece added. The counter boasts of cakes and pastries, wholesome in appearance with fancy decoration but with all the promise of a chef- d'oeuvre. They offer cakes, bakes, sandwiches and other light eats including the traditional Fool, Falafel and baked eggs. The Victorian Sponge, The Orange cake and The Raspberry scones with white chocolate on the top are just the day's pick from the weekly churn out or should we say ‘bake out!' "As I am extremely passionate about cooking and it is a hobby of mine, I decided to channel this passion into a business. I joined Sarah Mahjoub less than a year ago. Sarah has always had the business acumen and she initiated it and I decided to bring forth my cooking skills to the business. I am hands on and like to prepare everything right down to the bread. We use all the old fashioned recipes and stick to for instance butter, and do not resort to margarine. Everything is made from scratch and we do not add any preservatives. We only cook what we personally endorse and there is no compromise on standards whatsoever," Lameece said. A fine balance of handpicked recipes, coffee for the aficionado and an ambience, which is far-removed from commercial, seems to be the big draw to Sara's. Yes, the ‘third Place' does have a very different vibe. Having incorporated a women's only section is possibly, the cherry on top of the cake!
