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Our Story . Est 2020
A bakery born out
of love
— Scroll to read
A home-based bakery built on family, heart and really good cookies.
01 WHO WE ARE
Since 2020, JoBakesGreat has had the privilege of having our bakes enjoyed all over the island
— starting from our home kitchen, one order at a time.
We are known for our addictive cookies, made with a recipe that's been in the family for almost 20 years. Once you start, you won't be able to stop.
02 BORN OUT OF LOVE
When the world stood still, my mother baked
The Covid-19 pandemic rocked the world in 2020. Both my parents were in the tourism industry — with borders shut and everyone told to stay home, they had practically no income, relying solely on savings to pay the bills.
"My brother and I were sitting for our major exams. Tuition bills, living expenses — my parents were under immense pressure to find a source of income."
So my mum turned to the one skill she had quietly nurtured over the years: baking.
03 PASSION BEHIND
THE BAKES
Our cookies were always meant to be shared
For as long as I can remember, Mum would bake these incredibly delicious cookies and we would always help out. We would then gift them to relatives, friends, and even our teachers on Teachers' Day.
"We always told her to start a business so more people could enjoy her bakes. She always said it wasn't the right time."
She was always too busy with her job. The idea always got shelved. Until 2020 made the timing undeniable.
04 FROM KITCHEN TO BUSINESS
There could have not been a more right time
My mother — left with no hope for a swift reopening of borders — founded JoBakesGreat. Initially she sold to family and friends, who shared with their friends.
We started getting orders from people we didn't know. The whole family started helping. Mum baked all day and all night, barely resting.
What started as survival became something far greater: a business that brought the lovely bakes we ate growing up to strangers across Singapore.
In the spotlight
05 MEDIA COVERAGE & INTERVIEWS
Word was going around about the business and it soon reached the media outlets. Next thing we knew, my mother was getting interviewed by them.
As seen on
Channel News Asia . Straits Times
MoneyFM 89.3 . Capital958 FM
"I made up my mind to continue the business"
05 THE NEXT CHAPTER
As life slowly returned to normal after Covid, Mum resumed her career. Having loved baking since young — and having taken an interest in business — she suggested I take over.
So in 2023, I took on the responsibility to keep serving the people who stood by us during the pandemic, and to grow the business Mum started with love and determination.
As a business student at Singapore Polytechnic, I sought advice from lecturers and peers — and even had the chance to open pop-up booths at events.
In the past 3 years that I've taken over the business, things haven't been easy. Running a business and figuring things out along the way has been tough, but there were moments where I've felt so proud of what we've built.
I've had the opportunity to turn my passion for food and baking into something that carries and continues my mother's legacy, and at the same time letting create connection within the community.
We're just getting started and we still have a long way to go, but I'm determined to put this brand on the map, making it be known for our story and the bakes my mother baked for us.