AnnaBella Pâtisserie founder on running a halal Japanese-French bakery

Why a Japanese-French inspired bakery? Annabella has a simple answer.

“The treats are usually lighter and less sweet, and because of the quality ingredients used, are easily accepted by most people. It helps that Singaporeans love their sweets,” she explains.

At present, the pâtisserie has 30 full-time staff and about 15 part-time staff, and has grown from a 350sqft space to a 8,000sqft central kitchen and office. In addition, it has a newly-acquired 4,000sqft warehouse. However, the brand does not have a physical store, so customers typically make their purchases online or at pop-up stores around the island.

But the journey has been as challenging as it has been fulfilling, particularly with the Covid-19 outbreak.

“One of the biggest challenges we faced was during circuit breaker—we were not allowed to sell cakes for a couple of weeks but thankfully were able to produce breads to tide us over that period period. Another challenge is rising costs: There has been tremendous increase in electricity bill since the closing of our electricity retailer in November 2021 and the costs of ingredients are also going up. But despite these increases, the price of our macarons is as it was eight years ago.”

The pâtisserie also has an e-store on Shopee and Lazada, which Annabella credits for “widening” their market. Want to get your hands on some of the treats? There are currently special-edition, Raya-exclusive variations and deals that will give you bang for your buck.

Looking to start your own business? Annabella says it is important to just take the first step.

“Just move forward and get caught up in over-planning. That said, you should be ready to fall pick-up yourself up when you fall. Grit and and perseverance are key to keep going,” she asserts.

“Also, think about what value you can bring to your customers—always have their interests in mind. A successful business does not start with the goal to make money as it is by-product that will come when customers are satisfied. Entrepreneurship is a journey, so keep improving yourself and never go into status-quo mode to be better than yesterday.”

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