Singapore’s beloved dessert shop Fluff Bakery to shut down after 12 years

"It has been tough for a couple of years now and we just can’t keep afloat anymore," the store wrote last week in an Instagram post announcing its closure.

"It’s been such a bittersweet journey for almost 12 years that we have been running this bakery and it breaks our hearts to close our doors forever."

The bakery, located at 795 North Bridge Road, said it will continue operating until sometime between mid and late September, and invited fans to "come by for one last hurrah."

Fluff’s fans also took to the comments on the Instagram post to share their love for the bakery and sadness over its upcoming closure. Many said they have been frequenting the bakery since its early days.

"Fluff Bakery has carved an unforgettable, sweet legacy in Singapore's heart, inspiring bakers and dessert lovers everywhere!" one user said, as quoted by The New Paper.

Fluff Bakery's cupcakes. Photo from the store's Instagram page

The business was founded in 2012 by self-taught baker Nursyazanna Syaira Mohammad Suhimi and her now husband, Ashraf Alami, as a way to fund their wedding, according to Channel News Asia.

Syaira’s creations gained attention online and what started as her baking cupcakes in her mother’s kitchen gradually grew into a full-fledged business.

The couple then sold cupcakes at the Penny University café and, in 2013, opened their first shop in the city-state.

At its height in 2015, Fluff Bakery was moving more than 2,000 cupcakes a day, they told AsiaOne.

Over the years, Syaira expanded the menu beyond cupcakes, adding whole cakes, loaf cakes, cheesecakes, donuts, flatbreads and gelato. The business relocated to its current store in 2021.