Entering college, Jayla decided she was grown enough to start making her own money.
“I felt like I had officially become an adult,” she shared with Vulcan Post. “I didn’t want to keep asking my parents for pocket money, so I decided to find a part-time job and earn my own income.”
However, both of Jayla’s parents, who were primary school teachers, were rather conservative and strict. As such, they didn’t allow their daughter to work outside.
So, Jayla asked herself, “What do I truly enjoy?” That’s when she realised how much she loved baking.
She had always been passionate about desserts and baking growing up. Why not merge this passion with her desire to start making her own income?
At the same time, she also noticed a business opportunity in the online world, which wasn’t as developed 10 years ago.
“Very few people were selling food online back then, but I was driven by the motivation to rely on myself and not become a burden to my parents,” she said.
So, in 2014 at the young age of 18, Jayla began selling cakes online, marking the start of Pasteljla.
Hustling and bustling
Today, Pasteljla has a bright and beautiful shop in Shah Alam to proudly call home.
But the journey Jayla has taken to get here has not been easy.
During her five years of university, she balanced studies with selling cakes online. She would attend classes in the morning and rush home after to bake and deliver cakes.
“Back then, there were no delivery platforms, so I personally delivered every cake after baking,” she reminisced. “During that time, I barely had any time to sleep because I was always busy working.”
But Jayla never imagined that it would eventually become her full-time business. At the time, her parents and people around her were against what she was doing. The internet wasn’t as developed, so the older generation couldn’t fathom what she was doing.
“They often looked down on me and kept telling me to get a proper job after graduating and not hide at home baking cakes,” she recalled. “At that time, I was young and lacked confidence, so I silently accepted their opinions.”
Heeding their words, Jayla immediately stopped her online bakery after graduating.
“Although I was reluctant, the pressure from all the criticism was too much, and I couldn’t handle it,” she said. “So, I obediently found a regular job, and Pasteljla was closed for over a year.”
But then, the pandemic hit. As a sales executive, Jayla couldn’t go out and her performance was severely impacted.
Thus, she decided to quit her job, not worrying about what others might think, and focused on doing what she love—relaunching Pasteljla as her full-time business.
It turned out to be good timing, as Pasteljla gained significant popularity during the MCO period.
“From then on, I worked from home, handling everything on my own, until the ninth year, when I finally opened a physical store,” Jayla proudly shared.
A brick-and-mortar expansion
Known for its custom cakes, Pastelja has found stable footing as one of the purveyors of adorable Korean-esque designs.
With growing demand, Jayla knew that she would eventually have to scale into a larger operation.
“I knew I couldn’t do everything alone—the volume of orders had already exceeded my physical limits back then,” she said.
“I was working late nights every day and still couldn’t keep up. It felt like such a waste because there were so many orders coming in, but I simply couldn’t accept them all due to my limitations.”
At the same time, she felt that there was a gap in the market. Many cakes offered were outdated in terms of design. She wanted to create a space where everyone could easily get trendy, Korean-style cakes for any occasion, even at the last minute.
Many modern cafes in Malaysia typically go for clean, minimalistic looks, but Jayla wanted to create something different. She wanted a colourful space, reflecting her own tastes.
To open this store, Jayla said to Vulcan Post that she spent nearly all of her savings of around RM200K. She bootstrapped entirely with her own funds without relying on anyone else, she added.
She shared, “It’s now been over a year since the store opened, and I currently have a team of around eight to nine staff members.”
Jayla shared that she plans to open a second branch soon. At the same time, she hopes to expand into the F&B industry and open different types of ventures, not just cake shops.
“Pasteljla won’t just be a small shop; this is only the beginning, and I’m determined to make it known to more people,” she said.
“I also want to encourage all women that they can build their own careers and succeed on their own. The sense of independence from relying on yourself is truly empowering.”
A decade’s worth of lessons
“Over the past 10 years, the changes have been significant,” Jayla shared. “I’ve poured my best 10 years of youth into Pasteljla, and during this time, I’ve grown from a young girl into the person I am today.”
A big lesson she’s learnt along the way is the importance of customer service. There are many cake shops everywhere, but what sets you apart is how you make your customers feel.
And of course, persistence and hard work are universally valuable qualities.
“I’m grateful to be someone so stubborn—when I left the business for a year, I couldn’t stay away and eventually came back to what I love,” she shared.
For those who might want to brave the cake scene, Jayla added, “This industry isn’t easy; it’s a labour-intensive job where you trade manual work for money. Compared to other industries, it’s definitely tough with no shortcuts.”
However, at the end of the day, it’s a journey worth taking for Jayla.
Having given up on her dreams once, Jayla wants others to know that if they have something they truly love, you shouldn’t let others’ words stop you.
“It’s rare to discover something you’re passionate about, so when you do, give it your all,” she shared. “Always listen to your own voice, not others. Life is yours, and as long as you believe it’s the right path, go for it.”
“Take risks while you’re young. If you fail, it’s okay to start over—after all, I’ve always had nothing to lose.”
Featured Image Credit: Pasteljla