Meet Heba Rumhein, the Syrian entrepreneur behind the renowned Emirati and Middle Eastern restaurant, Siraj. If you’re unfamiliar with the restaurant, Siraj is one of the pioneers in the country for its Emirati and Middle Eastern-inspired cuisine and interiors. Although over the years, the restaurant has conceptualised itself to highlight the delectable flavors within many other cuisines like Syrian and Lebanese, serving up an amalgamation of all the countries have to offer, its aim to highlight the flavours of the Middle East has remained.
Under Rumhein’s leadership, Siraj has garnered several awards and nominations, including mentions in the Michelin Guide for three consecutive years since 2021. Along with leading Siraj, Rumhein has founded her very own events company and has been a part of many royal weddings, film festivals and other esteemed events. Additionally, she has honed years of experience within the hospitality sector, including being the director if events at Atlantis, the Palm Dubai and the associate director of Madinat Jumeirah’s special VIP events wing.
My mother was in charge of operations in our family hotel, and seeing her excel at this was really inspiring. I would say hospitality was ingrained in me since I was a child. Therefore, I have carried the love for the field in all ventures I have been a part of and continue to be in.
My favourite aspect of fusion cuisine is being able to pay homage to both my Syrian roots and my adopted home of the UAE. I wanted to showcase the beauty of Middle Eastern flavors to the world through culinary arts, something that is so close to my heart. Additionally, witnessing people’s reactions to the menu is also one of my favorite aspects.
I would advise other entrepreneurs and women in the field to remain persistent and to believe in their vision despite encountering negativity from others. When I was getting started, people were hesitant to help as it was not a big name however, I made sure to learn from each obstacle and move forward without letting it affect my vision.
The top-notch quality is maintained through meticulous attention to detail in all arenas that need to be prioritised, running a restaurant, including top-notch service, interiors that complement the food, and of course, a menu that includes the best flavours the Gulf has to offer.
I utilise my background to ensure guests can experience an immersive experience during all festivities, focusing on key areas like theme and decor, layout and design and of course the menu.
This holistic approach, focusing on theme, layout, decor, centerpieces, and menu, ensures that guests have a truly immersive, sensory experience that connects them to the traditions of both Ramadan and Christmas. My knowledge allows me to transform the space into something truly magical that will encourage the guests to join us for the festivities.
Growing up, I was always fond of cooking; in fact, I would secretly cook for my mother because she would not allow anyone to go into her kitchen to mess it up. And, after a few times of that, my mother was very impressed by my cooking skills and allowed me to cook for my family at 13 years old, something which at the time felt truly inspirational and a feeling I carry to this day.
Some of my must-try dishes and crowd favorites are the camel tenderloin, camel meat is a delicacy within the Middle East and a must-try, whether you’re a tourist or a resident. Other dishes I recommend from the main course are chicken biryani, shrimp machboos, Siraj ribs, mum’s ouzi and chicken with sumac.
As a restaurateur, the next step in my career would likely focus on expanding my brand and concept while continuing to elevate the guest experience. I aim to open new locations, expand to new cities or regions, especially in areas where there is an underserved market for high-quality dining experiences, which could allow me to reach a broader audience and build a loyal customer base.
Additionally, I want to continuously innovate my restaurant’s concept, keeping in line with the new season and curate specific menus catered to it. I also want to focus on sustainability as it is a growing priority in the food industry.
Overall, I would aim to combine growth, innovation, and sustainability while staying true to my core values as a restaurateur — delivering exceptional dining experiences and building a brand that people can trust and love.
