DELEGATE: Tell us more about yourself
I’m a former newspaper journalist who made a wild detour into cake decorating.
D: How did you get the idea or concept for your business?
When I got married in 2006, I struggled to find a baker who could make a wedding cake that looked stylish and contemporary. The scene seemed stuck in the 1980s, or worse, the Victorian era. No one seemed to get that I wanted something simple, minimalist, yet well-made. That’s when I realised that there must be a market out there made up of brides like me.
D: How did you start it? What were some adversities you faced when starting it?
With the birth of my kids, I wanted to ease out of journalism and started making cakes from home. I’ve always been an avid baker but making wedding cakes was a whole different level. I had to teach myself how to work with fondant, make sugar flowers, and search for the perfect cake recipe to hold it all up. I didn’t know any professional bakers so there wasn’t anyone I could ask. It was quite a lonely learning curve.
D: What is something we might not know about the industry you’re in?
To many Singapore couples, cake at their wedding is nice to have but not essential. So it’s often the first thing to get struck off the list if they’re on a budget. But it’s such a must-have. It’s the focal point of the reception and sets the tone and style of the wedding. And it’s the ultimate symbol of celebration. Imagine a birthday party without cake. Same with weddings.
D: What has been the most memorable experience for you so far in running your business?
Setting up my cake studio on Rifle Range Road in 2013, which signalled that my business has gone legit. It was the most stressful 3 weeks of my life, but also a dream come true.
D: How do you define success? Who do you see as successful?
Every time a client texts me after the wedding to say that everyone loved the cake, I feel like a million bucks.
D: Which habits of yours have gotten you to where you are today?
I’m an introvert and love making things with my hands – vital traits that have seen me through hours and hours of making sugarflowers alone in my studio, listening to Radiohead. There are few things I love better.
D: What is one thing you would like your customers to know about your company?
I see every cake I make as my own wedding cake. Considering that I was a real bridezilla myself, you can be sure that your wedding cake will turn out quite nicely.
D: If you could give advice to fellow and budding entrepreneurs, what would it be?
I am a one-woman show because I like to have full control over every aspect of the cake, from conceptualising the design, assembling the cake, to delivery.
The first few years will be difficult but it really is worth pursuing your dream.
D: Where else can we find you online?
Instagram: @crummbcakes
Facebook: www.facebook.com/Crummb-142358415784492/
