SINGAPORE: Dessert shop Fluff Bakery has announced that it will be closing its doors for good in September, after more than a decade in business.
The popular Muslim-owned bakery, known for its cupcakes, shared the news on Instagram on Friday (15 Aug), saying that “it has been tough for a couple of years now and we just can’t keep afloat anymore”.
In its farewell note, the bakery described the decision as heartbreaking after nearly 12 years of operations.
“Our story runs deep but some things are best left unsaid. It’s been such a bittersweet journey and it breaks our hearts to close our doors forever,” the statement read.
The owners added in the post that they remain committed to fulfilling obligations to staff, suppliers and landlords, and hope that customers will continue to support them in-store and online in the coming weeks.
“Come by for one last hurrah and for us to say our goodbyes to the community and all the familiar faces we have been serving for the last 12 years.”
Fluff Bakery’s final day at its store at 795 North Bridge Road is expected to be sometime between mid and late September.
The bakery was founded in 2012 by Nursyzanna Syaira and her husband Ashraf Alami.
What began as Syaira baking cupcakes from her mother’s kitchen to raise funds for their wedding expenses quickly grew into a thriving business.
“We opened an Instagram account to promote the bakes and as customers posted good reviews and tagged us, our following grew quickly and so did the volume of orders,” Ashraf said in an interview with CNA Lifestyle.
At one point, they were producing 60 cupcakes a day and were fully booked for three months.
The business gained further traction after partnering with café Penny University to sell its cupcakes, where batches of 300 would sell out within hours.
In 2013, the couple opened their first physical store at Jalan Pisang, before relocating to their current premises in 2021.
At its peak in 2015, Fluff Bakery was selling 1,800 cupcakes a day, recording S$1.6 million in annual revenue, despite offering only cupcakes at the time.
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