Editorial Assistant: Fluff Bakery wiki.sg entry

2025-09-17T02:41:59Z

Fluff Bakery wiki.sg entry

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[[File:Fluff Bakery company logo.jpg|thumb|158x158px|''Fluff Bakery company logo. Photo from [https://www.fluffbakery.sg/ source.]'']]
Fluff Bakery was a Muslim-owned artisanal halal bakery in Singapore that earned widespread popularity over nearly twelve years, building a devoted following through its signature desserts and vibrant community presence.<ref>Lim, Prudence. “[[Fluff Bakery to close in Sept after 12 sweet years, urges customers to place last orders]]” ''MustShareNews,'' 16 August, 2025. Accessed 15 September, 2025.</ref><ref>Teo, Melissa. “[https://www.asiaone.com/lifestyle/we-cant-keep-afloat-anymore-fluff-bakery-close-after-12-years ‘We can’t keep afloat anymore’: Fluff Bakery to close after 12 years]” ''AsiaOne,'' 17 August, 2025. Accessed 15 September, 2025.</ref>

==Founding and growth==
In 2012, Fluff Bakery began as a home-based operation run by self-taught baker Nursyazanna Syaira Mohammad Suhimi (Syaira) and her now-husband, Ashraf Alami, initially baking in Syaira’s mother’s kitchen to raise funds for their wedding. A year later, responding to growing demand, they launched a physical shop along Jalan Pisang. Over time, through collaborations—such as supplying pastries to Penny University café—their visibility and customer base grew. By 2015, the bakery reportedly sold over 2,000 cupcakes a day, particularly its beloved Nutella Red Velvet cupcake, and gradually diversified the menu to include whole cakes, loaf cakes, cheesecakes, donuts, flatbreads, and gelato. In 2021, the brand moved to a flagship outlet at 795 North Bridge Road, solidifying its reputation as a staple of Singapore’s artisanal dessert scene.<ref name=":0">Yohannan, Rachel. “[https://www.timeout.com/singapore/news/beloved-halal-dessert-store-fluff-bakery-to-close-for-good-after-12-years-of-operation-081825 Beloved halal dessert store Fluff Bakery to close for good after 12 years of operation]” ''Time Out Singapore,'' 18 August, 2025. Accessed 15 September, 2025.</ref><ref name=":1">Sukri, Hazeeq. “[https://cnalifestyle.channelnewsasia.com/dining/fluff-bakery-closing-september-469991 Popular dessert store Fluff Bakery to close in September: ‘It has been tough for a couple of years now]’” ''CNA Lifestyle,'' 20 August, 2025. Accessed 15 September, 2025. </ref><ref name=":2">Minh Hieu. “[https://e.vnexpress.net/news/business/companies/singapore-s-beloved-dessert-shop-fluff-bakery-to-shut-down-after-12-years-4929654.html Singapore’s beloved dessert shop Fluff Bakery to shut down after 12 years]” ''e.vnexpress.net,'' 21 August, 2025. Accessed 15 September, 2025.</ref>[[File:Fluff Bakery family.jpg|thumb|234x234px|''Ashraf, Syaira and baby Noah. Photo from [https://www.instagram.com/p/BzqRaR0BpVu/?utm_source=ig_embed&ig_rid=3f5e7189-f825-4ee7-8e5f-fb17b9b05ed1 Instagram.]'']]
==Owners==
Nursyazanna Syaira Mohammad Suhimi (“Syaira”) is the co-founder of Fluff Bakery She started the business with her husband Ashraf Alami in 2012. At that time, she was around 35 years old (in 2022). This places her birth year approximately around 1986–1987.<ref name=":1" /> Prior to Fluff Bakery, she was working in public relations, while her husband Ashraf was working as a private tutor. Beyond her role in the bakery, Syaira is also a mother. She and Ashraf adopted their son, Noah, in a somewhat unexpected but welcomed manner. In the adoption process, she induced lactation and breastfed him, following religious considerations to establish family bonds—an emotionally significant and publicly discussed journey.<ref>Cleary, Lindene. “[https://honeykidsasia.com/mums-who-juggle-business-and-motherhood/ Nursyazanna Syaira – Fluff Bakery]” ''HoneyKids Asia,'' 13 June, 2022. Accessed 17 September, 2025.</ref><ref>Syazana. “[https://www.sassymamasg.com/nursyazanna-syaira-fluff-bakery-adoption-induced-lactation-breastfeeding/ That Mama: Fluff Bakery’s Nursyazanna Syaira on… adoption-induced lactation & breastfeeding]” ''Sassy Mama Singapore,'' 26 March, 2021. Accessed 17 September, 2025.</ref>

==Closure and final weeks==
Despite its popularity and loyal customer base, Fluff Bakery announced on 15 August 2025 that it would be closing permanently in mid to late September 2025. In an Instagram post on 16 August 2025, the owners candidly stated that "It has been tough for a couple of years now, and we just can’t keep afloat anymore. Our story runs deep but some things are best left unsaid." They appealed to supporters to help them in their final weeks—ordering online, for delivery, events, or making in-store purchases—to help the bakery finish its run without major debts and settle staff, rent, and supplier obligations.<ref name=":1" /><ref name=":2" />
[[File:Fluff Bakery exterior.jpg|thumb|''Fluff Bakery at North Bridge Rd. Photo from [[google:fluff+bakery&oq=fluff+bakery&gs_lcrp=EgZjaHJvbWUqDQgAEAAY4wIYsQMYgAQyDQgAEAAY4wIYsQMYgAQyEAgBEC4YrwEYxwEYsQMYgAQyBwgCEAAYgAQyBwgDEAAYgAQyBwgEEAAYgAQyBggFEEUYPDIGCAYQRRg8MgYIBxBFGD3SAQgxMzAzajBqN6gCALACAA&sourceid=chrome&ie=UTF-8|Google.]]''|316x316px]]
Fluff Bakery's legacy is anchored in its long queues, the emotional connection fans felt over shared flavours like Bandūng and Salted Caramel, and its status as a cultural fixture in the Kampong Glam / Haji Lane district. Fans expressed heartfelt tributes and sorrow over the closure of the bakery that not only sold sweets but also embodied community warmth and creativity.<ref name=":0" /><ref>Ng, Janice. “[https://www.tnp.sg/news/it-breaks-our-hearts-netizens-mourn-closure-fluff-bakery It breaks our hearts: Netizens mourn closure of Fluff Bakery]” The New Paper. 18 August, 2025. Accessed 17 September, 2025. </ref>

==References/Citations==

{{reflist}}
[[Category:Singapore Brands]]

Fluff Bakery - Revision history

Editorial Assistant: Fluff Bakery wiki.sg entry