Candie Tan, 50, had always been passionate about baking, but it wasn’t until 2007 that she started baking at home, experimenting with cheesecake recipes in her free time and posting them on her blog.
She often tried out new recipes and infused her bakes with unique ingredients, which quickly caught the attention of her friends and family.
Her jelly cheesecakes, in particular, became an instant hit. Dubbed the original jelly heart, they featured four layers: a base made out of digestive biscuits, followed by a cream cheese layer, hand-carved heart-shaped fruits, and a jelly topping.
As demand for her offerings grew, Candie saw this as an opportunity to turn her passion into a side hustle, launching The JellyHearts—a bakery that specialises in this signature dessert.
While balancing her 9-to-5 job, Candie fulfilled her cheesecake orders in the evenings after work and during the weekends, baking them from the kitchen of her five-room HDB flat.
She also roped in her husband, Darren Loh, 49, to help out with deliveries. At the time, he worked as a futures trader, and his schedule allowed him to juggle deliveries for The JellyHearts while trading in the US market hours, which typically began after 9:30PM.
Now, the couple runs the venture full time, with 14 outlets across Singapore. Here’s how they got there.
They invested S$50,000 to open their first outlet
Starting The JellyHearts was not all smooth sailing. When the duo invested S$50,000 to open their first bakery outlet in 2011—a sum Candie revealed came from her earnings as a home baker—the brand struggled to build buzz and gain awareness.
With jelly cheesecakes being a new concept in Singapore at that time, she shared that most people were hesitant to try their offerings, unsure of what to expect.
Their first outlet was also tucked away in the quiet, almost deserted E! Hub at Pasir Ris, which added to the challenge.
With minimal footfall, the duo had to go from door to door to promote their business, even personally reaching out to corporate clients in hopes that their business would pick up.
As The JellyHearts’ offerings are made with fresh ingredients, Candie and Darren faced another hurdle on the operational front: they couldn’t mass produce their cakes in advance.
As a result, the couple had to invest into equipment that could speed up and streamline their manufacturing processes, which were previously done by hand.
“For example, we invested a five-figure sum [into a customised] machine that pressed biscuit crusts more efficiently,” they shared in an interview with Dollars and Sense.
“From taking four employees about five hours to make 80 biscuit layers, we reduced it to one employee taking 30 minutes to make the same 80 biscuit layers.”
Soon after, the duo also invested in automating their cheese production and assembly processes. This allowed them to mix their cream cheese and dispense cheesecake layers evenly, improving productivity and product consistency.
They generated a revenue of S$3.3 million in 2024
The business’s first major breakthrough was when the Anglo-Chinese School (ACS) placed an order for 600 cakes for their school carnival, which significantly boosted brand awareness.
More people started to take notice [of our brand], and with the growing demand, we were able to open our second outlet at One Raffles Place, where the business really took off.
Candie Tan, founder of The JellyHearts
To accelerate their growth, The JellyHearts also began offering franchising opportunities. Candie explained that this strategy allowed them to collaborate with other business owners who “bring fresh ideas,” while also helping to alleviate some of the “operational burdens” they faced.
The JellyHearts has since sold more than 1.5 million cakes and now employs more than 60 employees in Singapore, generating a revenue of S$3.3 million in 2024.
They’ve also expanded their product catalogue to offer a wide range of cheesecake flavours and designs, including gluten-free, jelly-only cakes.
However, with multiple outlets across Singapore, effectively managing both operations and manpower is no easy feat.
To ensure consistency, The JellyHearts opened a central kitchen in 2020, where all their offerings are produced. “These products are then distributed to our outlets, ensuring that the quality of our cakes remains uniform across all locations,” added Candie.
They’re opening their first full-fledged café soon
Looking forward, Candie shared that the F&B landscape in Singapore is only becoming more competitive with the entry of global brands, adding to the challenges of inflation, rising raw material costs, and rentals.
Despite these obstacles, she remains resolute. “We just need to continue doing what we do best,” she said.
That said, Candie added that she still sees opportunities for growth, particularly in Singapore’s café scene.
To capitalise on this, the brand hopes to debut its first full-fledged café, Brunch & Co by The JellyHearts, at Tengah Plantation Plaza by Wednesday (15 January), though the exact opening date is yet to be confirmed.
Its menu will feature a mix of their signature cakes, artisanal coffee and tea, as well as a range of “Western classics,” including pasta and steak.
While two of their existing 14 outlets operate as bakery-cum-café concepts with limited dine-in spaces, Candie shared that the new venture aims to go beyond that by “offering a community-driven space” for Singaporeans.
I believe there’s a real need for cosy, community-driven cafes in neighbourhoods. It’s about offering an alternative to the typical restaurants or food courts—somewhere people can enjoy a more relaxed and comfortable atmosphere, with quality food and coffee, without the hustle and bustle of a busy mall or dining complex.
Candie Tan, founder of The JellyHearts
If the venture proves successful, Candie shared that TheJellyHearts plans to open more locations across Singapore.
Beyond the local café scene, The JellyHearts also has plans to expand its franchise network to open more outlets, including in international markets for greater exposure.
- Learn more about The JellyHearts here.
- Read other articles we’ve written about Singaporean Startups here.
Feature Image Credit: The JellyHearts
