El Issa Family
Originated Jordan | Knafeh Bakery
Nabila El Issa arrived in Australia at 19 years old, leaving behind a politically charged Jordan. She brought with her a hope for a better life, for more opportunities and a secret recipe.View Video
The secret recipe to success
Years later, Nabila’s non-traditional take on a middle eastern dessert has taken form as the Knafeh Bakery.
The El Issa family have created a unique business proposition, constantly reinventing the Knafeh experience through new locations and collaborations.
Really quickly we found how warm Knafeh makes people feel. My mum puts a lot of love into her food which showcases our culture.Ameer El Issa
Together with her sons, Ameer (the ideas man) and Joey (the ‘face’ of the business) the family were able to take a run down business and transform it into a dish with a cult following. After three years of business, Knafeh Bakery has already expanded to three permanent locations, Sydney, Melbourne, and all the way to Brooklyn, New York.
A band of bearded bakers
The Knafeh Bakery is also unique because of the diversity of their employees. A crew of bearded bakers who hail from Lebanon, Palestine, Jordan and Turkey (to name a few!) are all considered extensions of the El Issa family.
With only one thing on the menu, the boys offer their customers more than just a dessert, but a singing and dancing experience.
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