Following her tasteful passion
POST will publish an 8 page Shoprite Eid recipe supplement on May 30 featuring Sayed’s new and popular recipes. Be sure to mark this date on your calendar and grab a copy.
WHAT started out as a fun time posting her daily home-made meals on social media, soon turned into a business for an Umzinto mother, who was encouraged to compile a recipe book in 2016.
Two years later and Jameela Sayed has already released three recipe books in her Cooking and Baking Creations collection.
The 44-year-old said social media users motivated her to explore her hidden talents.
“This was something new to me as I was initially a dressmaker for many years but I found there was a public demand for a compilation of my easy to follow flop-proof recipes,” said Sayed.
“After all those years of hard work and sacrifice of being a dressmaker, I handed over the business I started to my son two years ago and this gave me sufficient time to stay at home and indulge in my childhood passions, cooking and baking,” said the mother-of-three.
It was during this time that Sayed began posting pictures of the daily meals she prepared on Facebook.
“I received countless messages from people asking for the recipes, so after a while I decided to create my own recipe page, Cooking and Baking Creations by Jameela Sayed. It was a group where I could interact with other food lovers and we could share our recipes and tips.
“Once the page was created in 2016, I was bombarded with message requests and phone calls. People were so excited and kept telling me I need to develop my own recipe book. “At first I did not pay heed to the idea, as I did not think it would be possible. I did not know were I would even start,” she said.
After much research Sayed decided to take the leap.
“I recalled there being a group of mothers who had developed a recipe book to raise funds for their children’s school. I contacted them and they assisted me with the people I should contact. In September that year the first 76 page book was released. Volume 1 took the food world by storm and we sold all 2 000 copies in just two weeks. There was such a great demand that we had to do a reprint. Shortly after the first book, people kept asking when is the next one coming out. I was blown away.”
In April 2017, Sayed released the second volume, selling over 6 000 copies in six months and, following demand, Volume 3 was launched in April this year.
“This has been one of the most exhilarating parts of my life’s journey so far. My idea is to now inspire everyone to try their hand at creating indulgent dishes, from home-made breads to wholesome main meals and delectable sweet dishes, quickly and easily.
“I am constantly inundated with compliments on how the books have transformed the lives, abilities and confidence of many people and created a passion for the kitchen.”
Sayed received the Women of Wonder Award in 2017, a national award presented to a few chosen women selected out of 2 000 nominees, who have made a considerable difference in the lives of ordinary people. “I firmly believe that you are never too young or old, educated or uneducated to follow your passions and dreams, and make a difference to the world. For me this is a dream come true, especially since I have come so far without any academic qualifications.”
She has already started
preparing savouries, including samoosas, pies and spring rolls, as well as haleem (stew), which she distributes among family and neighbours every Sunday.
“My haleem recipe is popular and everyone waits for me to make it. For Eid, which is always special in my home, I will be making a Kashmiri chicken with roti, prawns with various sides and the theme for dessert this year is rose and pistachios.” Follow Sayed on Instagram@ cooking and baking creations