Nursyazanna Syaira & Ashraf Alami
Owners & Head Baker @ Fluff Bakery
Corporate Sponsor I:
JEP Holdings
Corporate Sponsor II:
Wangi Industrial
Casa Raudha Women’s Home
Donate Here!

Who are you? Tell us a bit more about yourself!

My name is Syaira and I am 27. I am the owner and Head Baker of Fluff Bakery. I used to work in Public Relations and my passion has always been baking. After 2 years, I decided to follow my passion and started training to open up a bakery. Since we started ten months ago, I’ve been very blessed to have very loyal customers. We are more personable to our customers as well! I focus more on the creative side, coming up with new items on our weekly rotating menu – I also experiment a lot, for example with unexpected items like lavender, beef bacon and potato chips! I wanted to expose the Malay/Muslim community to different flavours as there are not a lot of halal options out there. They have not tried so many flavours as most of the sweet items are not halal. My aim was to expose them to the wonders of different flavours!

What’s your story? Tell us about a life-changing incident.

Well, our story was that we got married after a year of dating. Shortly after, actually, just two months later, we found out that Ashraf had two brain tumours. Suddenly, we realised that a lot of things don’t matter anymore as long as we had each other. Our time together is all that matters and we decided not to sweat the small stuff and see the bigger picture. This incident also pushed us to really chase our dreams of setting up Fluff Bakery and this accelerated the process of us finding a shop space and getting the business started! We decided that we should just do this together. For Ashraf, questions about mortality and how long he had left made it an important driver to get the business started. He wanted to make sure that I had this bakery should he not be around anymore.

Why 50for50 and why now?

We have always wanted to give back to the community especially the Malay/Muslim community. This was always how we were brought up – to give back if we are doing well. This is something we strongly believe in. Even when we started Fluff, we were thinking – how do we give back? The match-funding scheme appealed to us as we felt that our efforts to raise funds would be bring about a greater amount!

What gets you up in the morning?

For me, it’s seeing the whole team getting ready to start baking. Also, it’s when I look out the window and I see the queues forming. All these people queuing up so early – seeing their smiles really encourages me.

Ashraf: For me, I’m always thinking, what now, what next? I want to bring our brand as far as I can. I think my wife is good enough to expand the brand – she deserves more than just one bakery at Arab Street.

Why this cause out of so many causes?

There’s not a lot of awareness about what Casa Raudha does. I’ve been there to give a talk to the women who live there. Circumstances there are tough, the very people who are supposed to protect them are abusing them. I would like to break the vicious cycle and raise awareness as I see a lot of potential in these women.

Any experiences with charity or non-profit work before?

We have previously donated our half-day proceeds/takings to the Singapore Cancer Society. We’ve been stuck in expansion mode since and this was really timely!

What kind of change are you looking to bring about as a changemaker?

I want to empower women – to let them know that they don’t need to depend on men, that they should and can depend on themselves. I would particularly like to advocate this change of mentality in Muslim women – for them to be stronger individuals for themselves and their children.

What is your big idea on how to raise funds for 50for50?

We’ve had a lot of questions and demand for baking classes – we are thinking of doing some for moms and kids to do together.
We were also thinking of doing pre-orders for the very first time where proceeds from an approximate 50 boxes of cupcakes will go directly to the cause over a period of time. These are all still ideas and we are working on the mechanics to make this happen.