Fluff Bakery

Fluff Bakery company logo. Photo from 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.

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.

Ashraf, Syaira and baby Noah. Photo from 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. 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.

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.

Fluff Bakery at North Bridge Rd. Photo from Google.

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.