From home bakery to Joo Chiat cafe: Saga Bakeshop thrives on slow, steady growth

From home cafes to private dinners, Singapore’s F&B homepreneurs are proving that passion can pay. Here’s how they’re keeping costs lean, growing loyal communities, and turning kitchen dreams into real income. In the second of this three-part series, we learn from Cheryl Raharjo of Saga Bakeshop.

Tucked away in a back alley of Joo Chiat, a cheerful yellow door releases the warm, yeasty aroma of freshly baked, naturally leavened loaves. Behind it lies Saga Bakeshop, where customers can collect their pre-orders. Can’t wait to dig in? Head to Cata Coffee, the cafe just out front, and enjoy them with a cup of coffee.

Having her own brick-and-mortar space is a dream come true for Cheryl Raharjo, 35, the woman behind the bakery. Yet over a decade ago, when she first started her baking journey, she never envisioned how far she would come.

Baking began out of necessity, when Cheryl was living in a remote rural area in Indonesia, far from any major town or access to basic goods, with only a small plot of land on which she grew various fruits and vegetables.

“At one point, I found myself craving bread, but without access to instant yeast,” she recalls. “One of the residents introduced me to the idea of cultivating wild yeast from the fruits and crops we had on hand, and that experience sparked my curiosity. I wouldn’t say baking started as a hobby – it was more about filling a gap, and finding a solution with the limited resources we had.”

Her interest piqued, the first thing Cheryl did when she returned to Singapore in 2016 was to seek out like-minded individuals. This led her to Woodlands Sourdough, where she began working part-time.

In 2014, Saga Bakeshop was born, as she juggled her part-time bakery work and freelance photography assignments.

“The idea arose from noticing a gap in the market – specifically, the lack of wholegrain products. I wanted to create a space of my own where I could hone my craft and embrace creative freedom,” she says.

Her bestsellers include seeded loaves ($12), studded with sunflower seeds, pumpkin seeds, and black/white sesame seeds; hearty three-cheese scones ($24 for three); and a rich but fibre-packed chocolate cherry rye cake ($7.50 per slice).

Going with the flow

Initially, Cheryl only wanted to bake for friends and family, especially for her mum and grandmother, who are both diabetic. But word-of-mouth is a powerful thing, and orders from her mother’s friends just kept coming in.

This spurred her to launch a small home-based business, where she would personally deliver each bake by bike. This direct connection not only helped build strong, genuine relationships with her customers, but also made the experience more meaningful.

Serendipity also played a part in propelling Saga Bakeshop from a purely home-based venture to having its own commercial space. While working at Woodlands Sourdough, Cheryl met the folks from Cata Coffee, who became friends and later proposed opening a brick-and-mortar store together.

“I think what made the partnership work so well was the mutual respect – we genuinely believed in each other’s products and craft. That shared respect and alignment in values created a strong foundation for collaboration.

“Of course, challenges do come up, but with open and honest communication, they’ve always been something we can work through together,” she says.

Things then got serious for Cheryl. She had to transition from a home-based business with low overheads, which generated modest profits in addition to her income as a freelance photographer.

Thankfully, those earnings she stashed away enabled her to launch the physical bakery.

Beyond the profits

These days, Cheryl works on reaching new customers through online platforms like her web store and Instagram page. But having a physical cafe has been the most pivotal platform in expanding her customer base.

“Many new customers discover my bakes through the cafe, and it also allows me to stay connected with regulars who continue to support and enjoy the products,” she says.

However, beyond the dollars and cents, she believes that building genuine friendships – whether with customers or business partners – is more important than profit.

“These relationships are what sustain you when times get tough. They create a sense of purpose and community that goes far beyond the numbers and gives me motivation.”

PHOTOGRAPHY Athirah Annissa
ART DIRECTION Ray Ticsay
COORDINATION Chelsia Tan