Sweet success at WÜD Chocolates and Gifts
Nesreen Abusultan is a Palestinian woman who has made a journey from refugee to chocolatier and Burlington entrepreneur.
In Middle Eastern culture, chocolate is more than an indulgence to satiate a sweet tooth or satisfy a craving. Rather, it’s a special treat to share with loved ones to mark milestone occasions, including marriages and births.
So, when Nesreen Abusultan, a Palestinian refugee turned local entrepreneur, was pregnant with her third child, she wanted to continue the tradition with friends and family in her new home in Burlington.
“My husband and I were looking and looking, and we couldn’t find chocolate that satisfied our tastebuds or the quality that we were used to,” Abusultan recalls. “So, we thought, if there’s no chocolate like the ones we like back at home, why not bring it here to Canada?”
So, with the birth of her baby boy, Abusultan’s idea for a Middle Eastern-inspired chocolate shop was also born. And with help from a mentorship program for entrepreneurial newcomers, she secured a small business grant to help realize her vision.
She began by developing recipes that used traditional Middle Eastern ingredients. She then reached out to trusted chocolatiers in Lebanon to craft the products she would retail in Canada. In early 2023, she launched WÜD Chocolates and Gifts – an online shop specializing in luxury Middle Eastern chocolate.
WÜD’s current collection of milk and dark chocolate focuses on four main flavours: pistachio, cardamom, sesame (tahini), and rose – made with authentic rose jam and petals from the flower.
“These flavours are unique in Canada, but so essential to Middle Eastern cooking – from Pakistan in the east to Turkey in the west,” Abusultan explains.
As well as boxes of fine chocolate, WÜD also retails kunafa-pistachio bars – the decadent treat that has taken over social media feeds this year and is commonly referred to as the “Dubai chocolate bar.” The nutty bars, which often sell out, combine a creamy pistachio paste with the crispy sweetness of kunafa, a Middle Eastern pastry made using shredded phyllo.
The “cherry on top,” as Abusultan phrases it, is that WÜD is also a social enterprise inspired by her personal experience as a refugee. In 2019, she and her family fled war and conflict in the Middle East to start a new and rewarding life here in Canada. In launching WÜD, her hope is to empower others to be able to do the same.
“Every piece of chocolate that we sell – every piece, not every box – a portion of the sale goes to non-profits that help refugees learn about the employment market in Canada,” she adds, “because we want to support people who are coming to Canada to achieve economic stability as soon as possible.”
In Arabic, wüd means “love” and the name is fitting. WÜD is a passion project for Abusultan and her husband, who are both professionals in the non-profit sector dedicated to supporting international human rights.
“You could say WÜD is our side hustle that tells our story of resilience,” Abusultan says. “When we first came here, we found it so hard to find work. I applied to more than 250 roles before I got my first job, and the experience was similar for my husband.”
Abusultan says that, more than anything else, it was joining the Canadian workforce that gave her a sense of home. Economic empowerment was a lifeline to learning about Canadian culture, to connecting with others, and to feeling like a valued member of her community.
“When I went to work, nobody knew if I was a refugee or not. I was treated the same as others. That’s why we give to organizations that help make the journey easier for people who are new to Canada, so they can also feel like they have a home faster.”
Today, WÜD ships products to Canadian homes from coast to coast. The startup’s success is largely owing to the exquisite quality, and flavours of Abusultan’s chocolate. It’s also a testament to her belief in the power of small gestures, like sharing a box of chocolates, to bring people together.
“We would like to bring more wüd into this world,” she says. “And I really believe that our chocolate will bring more love into homes, into gatherings, and into conversations around the table.”
As a refugee and mother of three, Abusultan’s journey to entrepreneurship did not come without challenges. From navigating the complexities of starting a business in a new country to balancing the demands of parenthood, it was her strong desire to celebrate the traditions of her culture and to help other people displaced by war, violence and persecution that encouraged her to persevere.
Her advice to others considering entrepreneurship?
“There are plenty of resources and organizations in Canada to help people succeed,” Abusultan says. “They provide training, help you write a business plan, and seek funding. Whether you are a woman, a refugee, or a newcomer, there are always programs designed to meet your needs that can help you on your journey to entrepreneurship.”
To shop the WÜD collection, visit wudbites.ca. Follow WÜD on Instagram @wudbites.
