From Brisbane Kitchen to International Stardom
When Brooke Bellamy opened a small bakery in Brisbane three and a half years ago, she never imagined it would become a global sensation. What started as a modest operation quickly grew into Brooki Bakehouse, a dessert brand that gained millions of followers on social media. Known for its indulgent chocolate-chip cookies and visually striking presentation, Brooki Bakehouse is now set to make its mark in the UAE, following a Dh60 million investment from Sharjah-based developer Arada.
The bakery first caught attention through TikTok, where Bellamy shared behind-the-scenes glimpses of her life as a baker. From early morning starts to late-night cleanups, her videos showcased the dedication it takes to run a small business.
“I was showing up every day, even on the hardest days. People love seeing the real effort behind it all,” Bellamy said. “Social media allows brands to show the magic behind the scenes, and people resonate with that authenticity.”
Her content struck a chord, turning Brooki Bakehouse into a household name for cookie lovers far beyond Brisbane. Within a year, her bakery was seeing queues outside the door and building a massive online following.
Viral Success Meets the UAE
Brooki Bakehouse made its UAE debut last year at Abu Dhabi’s Mother of the Nation festival, where it was invited as an international guest brand. What Bellamy expected to be a small introduction quickly turned into a sensation.
“To be honest, we were honoured just to be invited. We had no idea people in the UAE already knew about Brooki. The queues were up to two hours long,” Bellamy recalled.
The pop-up exceeded all expectations. While the team anticipated selling around 200 cookies daily, more than 5,000 cookies were sold over two days. Visitors traveled from Bahrain and Oman to sample the treats.
Bellamy believes the UAE’s appreciation for quality food and indulgent desserts made it a perfect fit. “People here really love their sweets. They appreciate quality ingredients and the finer things, which matches perfectly with our brand,” she said.
Setting Up Permanent Locations in Dubai
Following the success of pop-ups, Bellamy explored opportunities for permanent expansion. While multiple investors approached her, the partnership with Arada stood out.
“They weren’t looking to franchise; they wanted to invest and bring Brooki directly to the region. That’s when it clicked,” she explained.
Two new Brooki Bakehouse locations are planned to open early next year, starting in Dubai and expanding to Abu Dhabi, Sharjah, and Ras Al Khaimah. Bellamy emphasizes the importance of creating a sensory experience. “Whenever you go to a bakery, you want to smell the product before you see it,” she said.
Her goal is to evoke nostalgia through flavours while maintaining a contemporary aesthetic. “Our décor is Paris meets East Village — a little bougie, a little edgy,” she added.
The Cookies That Built a Community
Brooki Bakehouse’s rise is as much about community as it is about cookies. Bellamy drew inspiration from a trip to New York’s Levain Bakery, famous for its chunky chocolate chip walnut cookies. That visit inspired Brooki’s signature NYC Cookie.
Other popular flavours include milk chocolate hazelnut with Nutella, cookie butter with Biscoff, red velvet, double chocolate, and classic chocolate chip. Bellamy is meticulous about her recipes, continuously adjusting for local conditions such as Queensland’s tropical climate.
“Baking is a science. You start with your first iteration, then adapt as you go. We only stopped changing our cookie recipes in the past six months,” she said.
Social media feedback plays a huge role in product development. “We’re always asking followers what flavours and products they want to see. Every suggestion matters,” Bellamy added.
Bringing UAE-Inspired Flavours to Life
Bellamy plans to infuse local flavours into her UAE offerings. Suggestions from visitors include saffron, dates, pistachio, and regional spices. Her team has already experimented with a chocolate cookie filled with pistachio and kunafa.
“It’s very ad hoc. If inspiration strikes, that cookie is on the menu within three days,” she said.
Brooki Bakehouse will return to the UAE this December for two pop-ups: one at Marsa Boulevard in Dubai and another at Mother of the Nation. Bellamy is excited to see the brand take root. “It’s amazing to go back a year later and say, ‘We’re here for good!’”
The Secret Behind Brooki’s Popularity
Brooki Bakehouse’s charm lies in its combination of indulgent flavours, visual appeal, and authentic storytelling. Bellamy’s willingness to share the highs and lows of running a bakery has created a loyal following that transcends borders.
Her vision extends beyond selling cookies. Bellamy wants Brooki Bakehouse to be a space where customers feel part of a community, whether through in-person experiences or social media engagement.
“Cookies are the product, but connection is the essence. It’s about making people feel involved,” she said.
Looking Ahead: A Sweet Future in the UAE
With permanent locations set to open next year and pop-ups continuing this winter, Brooki Bakehouse is poised to become a staple of the UAE dessert scene. Bellamy’s focus on quality ingredients, innovative flavours, and community engagement positions the bakery for long-term success.
As she reflects on the journey from Brisbane to Dubai, Bellamy remains grounded. “It’s surreal to see something I started in my small kitchen reach so many people. The UAE has welcomed us with open arms, and we can’t wait to bring more joy through cookies and creativity.”
For dessert lovers in the Emirates, Brooki Bakehouse promises more than just treats. It offers a taste of artistry, innovation, and the love that goes into every batch.
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