Stepping into the Unknown: The Unseen Realities of Building a Startup Bakery

At the beginning of 2024, I made a decision that would change the course of my life—I left my government position to focus fully on my bakery project, a journey that had started to take shape in early 2023. This was not a decision made lightly, nor was it without its sacrifices. But in life, there comes a point where you feel it’s now or never, and for me, that moment had arrived. I knew I had to pursue this dream, not just for the business itself but for the chance to build something meaningful from the ground up, to create a space that would offer quality and authenticity to the community.

I had led transformation projects, restructured organizations, and navigated the corridors of government and private sectors alike. But none of these experiences prepared me for the rollercoaster of building a startup—especially one in the demanding world of food and beverages. In the very first month of The Rustic Bakery’s opening, I came face-to-face with the reality that theories, no matter how sound, only carry you so far. As any entrepreneur will tell you, the journey of a startup is one of constant learning, fueled by a deep resolve and a willingness to tackle the unexpected.

From Vision to Reality

The Rustic Bakery began with a clear vision: to provide exceptional, high-quality baked goods that respect the art of traditional baking while adapting to the tastes of our community here in Riyadh. I wanted to create a place where people could find authentic sourdough bread, pastries, and wholesome ingredients—foods that weren’t just made but crafted with care. Today, we serve a unique clientele, including expatriates from across Europe, America, and Australia, who value that touch of home they find in our products. We are growing steadily, and the positive reception from our customers reminds me that we’re doing something right.

But this success didn’t come overnight. Every day has been a test, a challenge that has pushed me to go beyond the limits of what I thought I was capable of. Every product we place on our shelves is the result of careful preparation and countless hours of experimentation, not only in recipes but also in operations, logistics, and team dynamics. While it feels good to reflect on what we have achieved so far, I’m constantly reminded that there is still a long road ahead.

Learning by Doing: The Unseen Challenges

In the corporate and government worlds, I was used to having access to resources, support, and established teams. In contrast, as an entrepreneur, you are often on your own, especially at the beginning. Every step, from the strategic planning to the dirtiest details of operations, is a personal commitment. I’ve been responsible for all aspects of the bakery, from choosing equipment to sourcing ingredients to motivating a team that is as passionate about quality as I am.

Perhaps the biggest surprise for me has been the need to constantly switch between big-picture thinking and handling the smallest operational details. One moment, I am deep in planning the next steps for expansion, and the next, I am troubleshooting machinery or reshuffling schedules to cover a busy weekend. This hands-on experience has forced me to adapt, and I’ve learned that entrepreneurship isn’t just about making decisions; it’s about carrying the weight of those decisions on your shoulders and facing the consequences head-on.

Managing risks in this environment is vastly different as well. In the government sector, risks were usually managed with a team, and the stakes, though high, were shared across the organization. In The Rustic Bakery, every risk is personal. When challenges arise—be it supply chain hiccups, unexpected expenses, or staffing issues—they impact me directly. There is no safety net, no backup plan other than my own resilience and determination to find solutions.

Building a Team, Building a Vision

The journey has also taught me a lot about people. Building a dedicated team is perhaps one of the most challenging yet rewarding aspects of running a business. You don’t just hire employees; you invite them to join you on a mission, to be part of a vision. In an environment as dynamic as a startup, roles often change, and flexibility is crucial. We’ve reshuffled and restructured, hiring new team members and motivating them to align with our standards and goals.

This experience has shown me that building a team is more than just filling roles; it’s about fostering a culture of shared responsibility and commitment. I’ve learned that when you create a space where people feel valued and empowered, they bring their best selves to the table. Together, we’ve celebrated our small victories and overcome our challenges. But as the founder, I remain the one who faces the consequences first and foremost.

A Bright Start and a Long Road Ahead

It’s humbling to see how far we’ve come in such a short time. The Rustic Bakery has been recognized locally and even internationally, with mentions in notable publications. Our commitment to quality and authenticity has helped us carve out a niche, and our customer base continues to grow as more people discover the value of what we offer. We’re forging partnerships and expanding our reach, even as we remain dedicated to the values that inspired me to start this journey in the first place.

But this is only the beginning. If there’s one lesson I’ve learned, it’s that the path of an entrepreneur is always evolving. Every day brings new challenges, and every success is a stepping stone toward something bigger. The Rustic Bakery’s story is still unfolding, and I am excited to continue this journey, building a brand that embodies authenticity, quality, and a passion for real food.

Moving Forward with Purpose

As I reflect on this new chapter, I’m reminded of why I started. The Rustic Bakery is more than a business; it’s a personal commitment to bring something meaningful to the community, to offer products that are crafted with care and integrity. It is also a commitment to myself—to push beyond my comfort zone and to learn, adapt, and grow along the way.

In sharing this journey with you, my hope is that it serves as a reminder to anyone who might be considering their own leap of faith. Starting something new isn’t easy, and it doesn’t come with a roadmap. But it does come with a sense of purpose that keeps you going, even on the toughest days. And for me, that purpose is enough.

So here’s to the journey ahead, to the lessons yet to be learned, and to the small victories that pave the way to bigger dreams. Thank you for being part of this story with me.