Yezen Alani is the co-founder of the world famous FIX Dessert Chocolatier.
The Dubai-based luxury chocolate brand has gained international acclaim for its inventive flavours and viral appeal. Alongside his wife, business partner, and fellow entrepreneur, Sarah Hamouda, Alani helped launch FIX during the COVID-19 pandemic, transforming a personal craving into a global sweet treat phenomenon.
The couple poured their savings into the venture, opting to build the FIX brand from scratch rather than put a deposit on a home, a bold decision that would prove transformative for their vision.
Their first creation, the 'Can’t Get Knafeh Of It' chocolate bar is a chocolate shell filled with pistachio cream and crispy and crushed knafeh, was inspired by Sarah's pregnancy cravings and struck an instant chord with dessert lovers. A satisfyingly crisp chocolate shell splashed with dark green and orange, combined with a thick layer of intriguing and indulgent filling, in addition to the initially limited stock is what made this chocolate experience become a global sensation.
What began as a personal indulgence soon transformed into a viral sensation, with the chocolate bar racking up millions of views and shares across social media platforms. Its irresistible appeal and striking visuals turned it from a niche treat into a global dessert phenomenon almost overnight.
Yezen has played a key role in scaling FIX from a small startup into an internationally recognised brand, known for its gooey textures, indulgent fillings, sleek packaging and must-try social status. Under Alani’s leadership, FIX has expanded its presence through pop-ups at high-profile locations like Dubai's Mall of the Emirates and now in DXB's Terminal 3 Duty Free, and the company has even drawn attention from figures such as the His Highness Sheikh Mohammed bin Rashid Al Maktoum of the United Arab Emirates. The brand continues to prioritise quality and experience over rapid franchising, staying true to its founders’ vision of intentional growth and consumer integrity.
Always on the go, looking for inspiration and exploring in his downtime, Yezen shares his ten travel essentials with us.
These are my 10 travel essentials
Tumi Extended Trip Packing Case
I’ve tried a lot of luggage brands over the years, but Tumi just gets it right. The wheels glide smoothly, the compartments make packing a breeze.
From SAR4000
Buy yours here
Persol Round Sunglasses
I love Persol frames, they’re a perfect mix of classic style and everyday ease.
From SAR1010 (currently on sale for SAR808)
Buy yours here
Anker Mag Safe Ultra Fast Portable Charger
An absolute lifesaver… running out of juice isn’t an option.
From SAR210
Buy yours here
Apple Airpods Pro 3
These are my escape when I travel. I pop them in, switch on noise cancellation and put on a podcasts or some old school hip-hop.
SAR1049 (with free engraving)
Buy yours here
Humantra Electrolytes
You can get really dehydrated by long flights, hot weather and chasing after the kids all day. These always come to the rescue, I haven’t tried a flavour I didn’t love.
Dhs109 or SAR115 (20 sachets per box)
Buy yours here
157 Essential Sling from Grams28
It’s compact, sturdy, and keeps all my important stuff right where I need it.
SAR1130
Buy yours here
Apple Macbook Air
I take this with me everywhere I go, it keeps me connected.
From SAR4499
Buy yours here
Orlebar Brown Swimwear
I like that I can wear these straight from the beach to lunch without looking like I just came out of the water.
Various styles and prints available
Prices from £150 or SAR760
Buy yours here
On Running Cloudtilt Trainers
The comfort level on these is unreal. Great for airport marathons, city exploring, or just long days on my feet.
SAR940
Buy yours here
My Favourite FIX Chocolate Bar – Catch Me If Pecan
Travelling can be exhausting, so I always keep a snack to hand and I needn’t mention why this one is so close to my heart. I always pack a couple to have a little taste of home wherever I am.
Dhs68.25 or SAR70
Buy yours here
Fix Chocolate Bars are available to buy in the UAE via Deliveroo, or in DXB's Terminal 3
@fixdessertchocolatier
