In Saudi Arabia’s imaginative coffee landscape, where cafés often serve as cultural touchpoints as much as they do morning rituals, Sarah Alakeel has created a world entirely her own. As the Founder and CEO of Hjeen Coffee, she has built more than a brand. She has built a language. One expressed through taste, design, atmosphere, and emotion. A language rooted in three guiding values: quality, innovation, and generosity.
Since founding Hjeen in 2016, Sarah has become recognized as one of the region’s first certified female baristas and roasters. Her entry into the field was not only a career choice but also a statement. It was a declaration that mastery, creativity, and leadership belong to anyone who pursues them with intent. “It wasn’t just about learning coffee. It was about proving that passion, knowledge, and excellence have no gender,” she reflects. That belief continues to shape Hjeen’s identity and infuses the brand with empowerment.
Hjeen’s slogan, We Speak Language of Coffee, serves as the essence of its storytelling. Each branch, product, and experience functions like a chapter. From the early beginnings of the first store, rooted in the raw spirit of its origin, to the warmth of its Saudi oasis concept, every space carries an emotional tone. Some inspire nostalgia. Others stir curiosity. All invite connection.
Among these chapters, one stands as a bold step forward. Terhal.
Terhal: A journey that speaks
Named after the Arabic word for journey, Terhal reflects the belief that exceptional coffee should travel with people through every phase of life. To Sarah, Terhal represents movement, exploration, and possibility.
Inside Terhal, heritage and innovation meet in a calm and intentional environment. The Japanese-inspired interior appears through bamboo, wood, and textures that resemble shoji paper. Light shifts gently throughout the day, creating an atmosphere of quiet harmony. Floor seating blends the intimacy of a Saudi majlis with Japanese simplicity. Outdoors, a blend of engawa and dakkah creates a space meant to spark creativity. During winter, fireplaces become circles of shared warmth, reminiscent of desert storytelling.
Terhal also introduces something new to the market. Hjeen is the first to offer five different ordering methods, acknowledging that moods shift and coffee preferences shift with them. Every detail is deliberate. Terhal does not simply serve coffee. It tells a story.
What comes next
Hjeen’s growth remains intentional and narrative-driven. The seventh branch will open soon with an experience tailored to its community. The brand is also preparing to launch the newest addition to the Terhal coffee solutions series. “Each year, we develop more than eighteen products to enrich the customer experience,” Sarah shares.
Hjeen continues to speak a language rooted in culture, creativity, and care. With every new chapter, that language grows richer.
To learn more about Hjeen, check out the website hjeen.com.
