Founded in 2011 at a small take-away spot in Singapore Holland Village, we started out with a simple, earnest ambition to share the contentment of a good old-fashioned cake with our neighbours. 10 years, 5 stores and a 100-strong team later, so much has changed and yet, the ‘why’ behind what keeps us going every day hasn’t.
For the past ten years, the stories we’ve heard and lessons we’ve learnt have anchored our belief that a well-lived life is made of simple pleasures; while they often go unnoticed amidst busy routines, they are truly the most satisfying. What joy our lives would be if we savoured these everyday moments! The thoughtfulness behind the food we serve, the homewares on our shelves, the design of our stores and the words we speak are guided by our purpose: To make life’s simple pleasures aspirational and accessible.