Fluff Bakery, one of Singapore’s most well-loved Muslim-owned dessert brands, has announced that it will be closing its doors for good in September. Known for its creative cupcakes, layered cakes, and indulgent bakes, the bakery has been a staple for many sweet-toothed fans over the past 12 years.
The news was shared on the bakery’s official social media pages on August 15, where the owners expressed their sadness over the decision. Without going into specifics, they admitted that the business has been struggling financially in recent years.
In their post, Fluff Bakery wrote: “It has been tough for a couple of years now and we just can’t keep afloat anymore. It’s been such a bittersweet journey for almost 12 years that we have been running this bakery and it breaks our hearts to close our doors forever.”
Final Weeks of Operation
Despite the announcement, the team behind Fluff Bakery is determined to end their journey on a positive note. They appealed to customers to continue supporting them in their final weeks of business, whether through in-store purchases or online orders.
The bakery explained that it still has outstanding commitments such as staff salaries, supplier costs, and rent. “We hope you guys can come and support us in-store or order online for delivery, events, or bake sales for these last few weeks that we are open, so that we can hopefully close without any major debts,” they shared.
Just days later, on August 19, the bakery gave another update. Due to an overwhelming surge of orders, all online orders have been fully booked until mid-September. However, customers can still purchase items directly at the physical outlet located at 795 North Bridge Road, which has long been the home of Fluff Bakery.
From Humble Beginnings to Dessert Fame
Fluff Bakery’s story is one of passion, perseverance, and community support. It was founded in 2012 by Nursyazanna Syaira Mohammad Suhimi, better known as Syaira, alongside her husband Ashraf Alami. What started as a small side project soon became a full-fledged bakery that captured the hearts of many Singaporeans.
In an earlier interview, the couple revealed that the business originally began in Syaira’s mother’s kitchen. She baked cupcakes to raise money for their wedding expenses, never imagining it would turn into one of Singapore’s most popular dessert brands.
“We opened an Instagram account to promote the bakes and as customers posted good reviews of the cupcakes and tagged us, our following grew quickly and so did the volume of orders,” Ashraf recalled.
Within a short time, demand skyrocketed. The couple went from baking just 60 cupcakes a day to being fully booked for three months in advance. Their breakthrough came when they partnered with the café Penny University, which helped introduce Fluff Bakery’s creations to a wider audience.
By 2013, the overwhelming demand prompted them to open their first brick-and-mortar shop at Jalan Pisang, a vibrant enclave near Arab Street. The store quickly became a go-to spot for anyone craving innovative desserts with a local twist.
A Legacy of Sweet Memories
Over the years, Fluff Bakery became known not just for its unique cupcake flavors, but also for larger celebration cakes, festive bakes, and limited-edition collaborations. Many loyal customers have shared fond memories of ordering from the bakery for birthdays, weddings, and special occasions.
The closure announcement sparked an outpouring of support and nostalgia on social media. Customers shared photos of their favorite cupcakes and cakes, thanking the bakery for being part of their lives for more than a decade.
The End of an Era
As Fluff Bakery prepares to close, the team acknowledges the challenges faced in the competitive food and beverage industry, especially in recent years. Rising costs, changing consumer behavior, and economic pressures have made survival difficult for many independent businesses.
For Syaira and Ashraf, however, the legacy of Fluff Bakery will always be one of resilience and passion. What started as a personal project bloomed into a beloved brand that touched the lives of countless dessert lovers in Singapore.
The store will continue to operate until sometime in September, with exact dates yet to be announced. Fans are encouraged to visit the North Bridge Road outlet to enjoy their favorite bakes one last time.
Conclusion
The closure of Fluff Bakery marks the end of an important chapter in Singapore’s local food scene. While the doors may be closing, the memories created through its cupcakes and cakes will remain deeply cherished by its loyal fans.
For those hoping to grab one last bite of their favorite desserts, now is the time to head down before the ovens are turned off for good.
