RHWAD Cake AwayWho doesn’t love cake?  What can make an occasion even more special is having a personalised cake to suit the event, whether it’s birthday, anniversary or wedding.  It takes a special kind of talent to demonstrate the creativity, dedication and patience it requires to produce a beautifully decorated cake. This month we would like to introduce you to Sally Elshafei.  The mother, businesswoman, housewife, and baker behind Cake Away.  Be sure to stop by Sally’s Facebook page.  Next time you need a cake for a special occasion, you will know where to look.

Cake BossDescribe yourself in three words: 

Passionate, persistent,  peaceful. 

What do you consider your greatest professional achievement?  

Getting a good coverage in The National paper for my cake at The Cake Boss competition. 

Do you have children and have they influenced your career?

I have 2 daughters Joury is 8 and Jowaira is 6.  Yes indeed they have influence me.  From the time Joury was infant I resigned my job as Corporate Account Manager at Expeditors, logistics/freight forwarding company.  I  wanted to do something that I love that makes my girls feel happy and proud, but most importantly allowed me to spend most of my time at home with them.


How do you stay connected through social media?

Facebook is number one for me.  My facebook page Cake Away has more than 16000 likes.  I am still getting familiar with Instagram #sallycakeaway. 

What profession other than yours would you like to attempt?  

Media and maybe TV shows!

How do you maintain a work/life balance?

Morning time when kids are at school it’s totally my business time.  When they come home, it’s their time. Then business/my time again after they go to bed.

 What websites do you visit every day?

A lot actually and they are all for cake decoration!

RHWAD Cake Away 1Who is your hero and how have they helped make you who you are today?

My husband.  He believed in me, encouraged me and even shared my dream.

What are your top 3 favorite people/places/things in Abu Dhabi?  

ADNEC, Yas Island, AUH hotels

What is your goal for retirement?

Well am not sure about that, never thought about it actually!

Do you have any advice for women who would like to start their own company Abu Dhabi?

Never give up, and try to get at least one Arabic speaking person in your company.

How did you come up with your idea to start your company?

It’s my passion that lead me to think about doing something that I love and get paid from 😉

10451909_680240472053007_3379741824301980334_nWhat challenges as a business owner have you had to overcome and how?

When people say, “It’s just a cake!” I used to get this at the very first beginning. No, it’s not just a cake! It’s a lot of courses, materials, tools, updates, techniques, time, staying away from your kids and dedication.  Having a tailor/custom made novelty cake makes you feel happy  and makes the occasion more memorable.  I used to explain this to those customers, but now as cake decorating is more common, people have a better understanding. 

What would you do if you knew you couldn’t fail?

A Human Life Size Cake!

RHWAD Cake Away 2