In a heartwarming tale of sibling entrepreneurship, Syed Muhammad Ilyas and his sister, Sharifah Nur Ilisa have turned their passion for baking into a flourishing dessert business, Sugar And I.
Specialising in bombolonis, cream puffs, cakes, and more, the brother-and-sister duo has carved a niche for themselves in Malaysia’s competitive dessert industry.
From Engineer to Baker: The Beginnings
Ilyas, a 34-year-old former engineer, took a leap of faith into the world of baking about five years ago. Starting from their home kitchen, the siblings embarked on a culinary journey, surprising their parents with a batch of brownies. The joy it brought inspired them to explore the business potential of their newfound talent.
“We got hooked on the idea of making people happy because it makes us feel so good. We got inspired by our parents and definitely my sister,” shared Ilyas during a recent interview.
Homegrown Growth: An Internal Funding Story
Operating on internal funds, Sugar And I began by selling to neighbours, friends, and through Instagram. Patiently accumulating funds for about a year, they worked towards their dream until the moment arrived to open their first shop. The journey, though financially challenging initially, was a testament to their dedication and passion for creating delightful desserts.
Expanding the Sweet Empire: Future Plans
With four stores under their belt, Sugar And I has ambitious expansion plans. Ilyas envisions opening a central kitchen this year to boost production and subsequently introducing a kiosk concept for further retail expansion. The goal is not just to run a successful business but to create a brand that resonates with Malaysian consumers.
Challenges and Consistency: The Recipe for Success
The journey from a home kitchen to a multi-store dessert empire was not without its challenges. The early days tested their operational skills, with a focus on baking, customer service, and maintaining consistency in flavor. As the business grew, new challenges emerged, shifting towards operational management and handling larger volumes.
“We try our best to always continuously improve ourselves,” emphasised Ilyas, acknowledging the significance of customer feedback in their growth.
Innovative Flavours and Differentiation
Sugar And I sets itself apart by focusing on gifting and packaging, realising the importance of aesthetics in presenting their products.
“We realise that our customers are the type of people who love to give to other people. So that is why we came up with beautiful packaging.” Ilyas said.
The team constantly innovates, introducing unique flavours for their bombolonis and other products to fill gaps in the market. Other than that, the emphasis on excellent customer service and thoughtful packaging distinguishes them in the competitive desert landscape.
“I think I’m very proud to say that my team is well trained and we give good customer service. So I think that’s some of our differentiations.”
Community Engagement and Giving Back
Looking beyond the business, Sugar And I is gearing up for collaborations and partnerships. While specifics remain under wraps, Ilyas expressed excitement about working with an orphanage during Ramadan, embodying their commitment to giving back to society.
“This is something that we want to do for Ramadan, where we want to give back to the orphanage house. So either we would raise funds for upgrading work, or maybe repair work, whatever that the orphanage needs, we would ask them, get feedback from them, and see whatever things that they really require, and fundraise together with our customers to make it a fun thing.”
Investing in Team Growth
For Sugar And I, cultivating a positive work culture involves investing in the growth and well-being of their team. With core values centred around growth and continuous improvement, the company encourages team members to pursue additional courses and classes. Incentives, bonuses, and Key Performance Indicators (KPIs) are part of the strategy to foster a dynamic and innovative work environment.
A Sweet Purpose: Making the World Happier
Beyond being a dessert cafe, Sugar And I aspired to be a force for good. Ilyas shared, “I believe that we would one day be able to impact a larger group of people where we can make the world a happier place.” Their commitment to spreading joy through desserts and community impact reflects their larger vision of creating a happier world.
The Sweet Beginning: Sugar And I
The name ‘Sugar And I’ itself reflects the sweetness of the journey, born from the initials of Ilyas’s sister, which are the alphabets S, N and I. A blend of passion, dedication, and a sprinkle of sweetness, Sugar And I stands as a testament to the power of turning a shared love for baking into a thriving entrepreneurial venture.
In a world filled with uncertainties, Sugar And I’s story is a reminder that sometimes, all it takes is a dash of sweetness to make the world a better place.
