Behind every success, there is a hidden story of an ambitious person. The story of Rowad Aloruba began with a student who was studying in America, he decided to start a small online store in 2011 to sell American products on Instagram. At first, different products were presented, including clothes, perfumes, and food products such as sweets. The buyers were from his family and friends and it was just to support him, and a few people. He didn’t feel depressed because of his failure and loss, he didn’t stop and was trying hard to succeed without giving up. After a while, it was noticed that sweets were the most productive in demand, so, he focused on it until he succeeded in importing and distributing imported sweets. After that, the scope of distribution expanded from individuals to B2B within his city.