For Sam, 29, and Bernie, 28, life was a whirlwind of work. Sam spent his days as a barista in various cafes, while Bernie was an event planner.
“We barely had time to see each other,” they shared. “Our working hours were eating into our time together.”
It was this desire to spend more quality time as a couple that planted the seeds for Fade by SB, a business born out of love and the need for a shared space to grow together.
Fade by SB began in June 2022. Their first venture into the world of coffee and baked goods was a humble pop-up in November of the same year.
While their ultimate dream was to open a cafe, circumstances at the time made it impossible. Instead, they took a different route, using pop-ups as a way to test the waters.
“The support we received from friends during that time was incredible,” Bernie expressed. “It really boosted our confidence and helped us push forward.”
Sam’s connections from his years in the coffee industry proved invaluable. With each pop-up, they learnt more, refined their offerings, and built a loyal following.
By August 2023, they had finally found the perfect location in Petaling Jaya to open their cafe. “The landscape and scenery of PJ really align with what we envision for our business,” Bernie explained. “It felt like the right place to settle.”
A cosy haven in the heart of PJ
The cafe itself is intentionally small and intimate, with limited seating.
“We wanted to create a space where we could interact with every customer,” the founders explained. “It’s about building mutual understanding and forming connections.”
This owner-run approach sets Fade by SB apart, offering a personal touch that resonates with visitors, they said.
Their compact setup also aligns with their current business model. “It’s just the two of us running the show,” Sam and Bernie said. “We haven’t considered hiring a team yet because the space is limited, and we’re managing fine for now.”
However, this hands-on approach comes with its challenges. Long hours—often exceeding 10 hours a day—take a toll on their energy. “By the end of the day, we’re running on 10%,” they shared.
To maintain some semblance of work-life balance, the couple incorporates yoga and gym sessions into their routine.
“It’s about being aware of our bodies and finding ways to make life more interesting,” they said. Despite the physical demands, they’ve found joy and fulfilment in their journey.
However, transitioning from pop-ups to a permanent location has been a game-changer for Fade by SB. While pop-ups were limited to weekends, the cafe operates five days a week, leading to better and more consistent revenue.
They claimed to Vulcan Post that the self-funded venture, which was launched with approximately RM30,000, has already started generating profits.
“We’ve been careful with costs and ingredients to meet customer expectations,” the both of them shared. “But ultimately, it’s the human touch that keeps people coming back.”
Crafting the perfect cup
At Fade by SB, every cup of coffee and every piece of pastry carries the personal touch of its two owners. Sam and Bernie make most of their products from scratch, emphasising quality and freshness.
“We usually create based on what’s in season or our personal preferences,” they said. This philosophy extends to their baked goods, which include sweet potato cake, banoffee pie, and brownies—favourites carried over from their pop-up days.
The coffee menu reflects their dedication to craftsmanship. While the pop-ups initially focused on filter coffee, their cafe has expanded to include espresso-based drinks.
However, they’ve kept their signature “Iced Moo”—an iced latte made with cold brew rather than an espresso machine. “It’s a nod to our roots,” Bernie said.
Fade by SB sources its beans from local roasters, favouring Ethiopian varietals known for their bright, fruity notes. Before any drink is served, it goes through a rigorous taste test.
“We ensure every cup meets our expectations,” the duo added. This meticulous attention to detail has earned them a steady stream of satisfied customers.
Living in the moment
The name “Fade” reflects the couple’s outlook on life and business. “We believe the shop will eventually fade away,” they said.
“Neither of us is particularly ambitious or career-oriented. We’re not looking to build an empire; we just want to live a meaningful life.”
This philosophy shapes everything they do. For Sam and Bernie, success isn’t always about chasing big dreams but it’s a vehicle for savouring the present.
“We try to make the most of each day because time is limited,” shared the couple. While they’re open to change in the future, their current focus is on cherishing the moments they have.
- You can learn more about Fade by SB here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Fade by SB and
