This Alexandria-Based Baker Knows How to Play the Social Media Game

“People are going to assume whatever they want. No matter how many times I tell people I'm from America, they still ask, ‘Why are you speaking this way?'” Sarah Ahmed, founder of Alexandria-based cloud bakery ‘Sarah’s Cookies,’ tells SceneEats. 

If you’ve been on Instagram over the past few months, chances are you’ve come across one of Sarah’s Cookies’ viral cookie videos. While Sarah Ahmed’s content is entertaining in its own right with inventive and daring cookie creations, it owes much of its virality to Sarah herself, rather than just the cookies.

What quickly grabbed audiences’ attention wasn’t just her binge-able ‘cookie do or don’t’ experiments, but her Americanised Arabic accent. Her videos, often shared in a tongue-in-cheek manner, went viral as people poked fun at her accent, with waves of comments criticising her way of speaking, and accusing her of faking it for virality. 

But instead of retreating, Sarah Ahmed took it in stride—it was part of her plan all along after a video recorded and published by her sister,  whose accent isn’t dissimilar to Ahmed’s own, went viral. “My accent is real, and people in real life always criticise it, so what’s a few strangers on the internet? My sister got a million views talking like this, so I knew I had to put myself out there,” Ahmed tells SceneEats. 

Born and raised in North Carolina, USA, Sarah moved to Alexandria, Egypt, when she was 17 and launched Sarah’s Cookies online. Specialising in New York-style cookies, her creations are far from the norm. From pistachio and cookies ‘n’ crème to brookies, Sarah offers hearty, indulgent treats. 

“I’ve always known I wanted to be a baker,” she says, explaining how her love for baking began at a young age. Now, she runs her business while studying online, majoring in business to push her entrepreneurial skills even further.

One of Sarah’s standout creations is her ‘Cookie Do or Don’t’ series, where she experiments with unexpected ingredients to see if they can work in a cookie. Doughnuts, pistachio kunafa, and cheesecake are just a few of the insane combinations she’s tried—and if they turn out to be ‘cookie dos,’ she adds them to her ever-growing menu. “At first, I wanted to open a physical store,” she shares, “but now I’m wondering, do I really need one to be successful?”

For now, Sarah’s Cookies operates online, delivering to Alexandria and occasionally Cairo. Her offerings extend beyond the classics, including cookie cups, deep-dish cookies, and her signature crookies.

Sarah’s journey hasn’t been without its challenges. When her first videos started gaining traction, the hate comments followed quickly. But she wasn’t fazed. “I knew people would hate on me, but so what?” she says confidently. Her strategy revolves around making content that grabs attention—even if it garners negative feedback. “Any popularity is good popularity,” she adds. Her content now focuses on what matters most to her: meeting her own expectations.

With a growing fan base and a thriving online business, Sarah Ahmed continues to push boundaries, both in the kitchen and online, letting her cookies—and her bold personality—speak for themselves. “I'm having fun. Let people talk.” Ahmed adds.