Inspiring Conversations with Najwa Ikmal Hisham of Classy Bake

Today we’d like to introduce you to Najwa Ikmal Hisham

Hi Najwa, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Classy Bake was established in January 2019, but my love for baking started long before that. I pursued my Diploma in Culinary Arts in 2016 and later completed my Degree in Hotel Management in 2018 at University Teknologi MARA (UiTM), Malaysia. During my studies, I had the opportunity to do my internship at Saujana Hotel, Selangor. where I gained valuable experience in the food industry, especially in cakes, pastries, and other desserts.

However, my passion for baking dates back to my high school days. I’ve always loved experimenting in the kitchen, creating recipes, and sharing them with friends and family. The turning point came when I started selling various types of cheesecakes and Melted Choc Chip Cookies during Eid al-Fitr, which quickly became an instant hit. Seeing the overwhelming response encouraged me to take my passion seriously, and that’s when Classy Bake was born.

Since then, Classy Bake has grown beyond just a small home business. I’ve developed a range of signature bakes, focusing on high-quality ingredients and perfecting every recipe to ensure that each bite brings comfort and joy. Despite the challenges of running a business, from managing orders to maintaining quality, I’ve stayed committed to making Classy Bake a brand that people trust and love.

Moving forward, I hope to expand Classy Bake even further; whether it’s through new product lines, collaborations, or maybe even a physical store one day. For now, my biggest joy is knowing that my baked goods bring happiness to others, and that keeps me going every day.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The journey of building Classy Bake hasn’t always been smooth. Like any small business, there have been many challenges along the way. One of the biggest struggles has been balancing the demands of running a business while maintaining the high quality that customers expect. Managing orders, ensuring timely delivery, and maintaining consistency can be overwhelming, especially during peak seasons like Eid al-Fitr.

Another challenge has been sourcing premium ingredients while keeping costs manageable, as quality is always a top priority. This is particularly difficult during peak seasons like “Eid al-Fitr festivals” when many ingredient prices increase, especially dairy products, chocolates, and cocoa. The constant fluctuations in raw material costs can be tough for a baker like me to navigate. Additionally, there’s the struggle to keep up with the demand for our cakes while continually learning new recipes and techniques to expand our offerings and stay ahead in the industry.

There have also been moments of self-doubt and learning on the job, especially when it came to marketing and expanding my brand.

Despite these struggles, I’ve always kept my passion at the forefront. Each challenge has been a learning experience, and it’s the support of loyal customers that has kept me going. The growth of Classy Bake has been incredibly rewarding, and every setback has been an opportunity to improve and refine my craft.

As you know, we’re big fans of Classy Bake. For our readers who might not be as familiar what can you tell them about the brand?
Classy Bake specializes in creating high-quality, homemade baked goods that bring comfort and joy to our customers. We’re known for our signature treats, including our Vanilla & Choc Jpuff and a variety of delicious cheesecakes, which have been fan favorites since we began. Currently, our bestselling items include the Mango Tango Cake and everyone’s all-time favorite, Japanese Cream Puffs (Jpuff).

Apart from these best-selling cakes, we offer more than 20 types of cakes for customers to choose from, showcasing the growth we’ve experienced over the years. Each item is crafted with premium ingredients and a lot of love, ensuring every bite is irresistibly delicious and satisfying.

In addition to our sweet treats, we also offer savory delights such as Lasagnas, Carbonara Puffs, and Bolognese Puffs, which have become customer favorites. The secret ingredients used in these savory dishes have unique flavors tailored to suit the Asian and Malaysian palate, setting them apart from traditional recipes. These savory items have quickly become some of our hottest selling dishes, preferred and enjoyed by many of our customers.

What sets us apart is our dedication to quality and the personal touch we put into each product. As a small business, we treat every order with the utmost care, whether it’s for a large event or a simple treat for someone special. Our focus on perfection and consistency is key, and it’s why our customers keep coming back.

I’m most proud of how far Classy Bake has come since it began as a small home business. The positive feedback and trust our customers place in us is what motivates me every day. Ultimately, what I want people to know is that when they choose Classy Bake, they’re not just getting baked goods; they’re getting a piece of warmth and happiness. We’re here to make every moment sweeter.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Over the next 5-10 years, the Malaysian food, cake, cookie, and pastry industry is likely to experience significant growth and transformation, driven not just by health consciousness but also by evolving consumer preferences and the global recognition of Malaysia’s rich culinary heritage.

The growing popularity of Malaysian cuisine worldwide, combined with the increasing ease of access to global markets via e-commerce and food delivery platforms, will likely result in a significant boost to the sales of local baked goods. Malaysian bakeries will continue to benefit from the rising demand for unique, high-quality treats that reflect Malaysia’s multicultural influences. The combination of traditional recipes with modern techniques will appeal not only to local consumers but also to a global market curious about new flavors and experiences.

As consumers become more adventurous, the demand for novel, bold, and fusion desserts will increase. Consumers in Malaysia are already embracing innovative baked goods with local flavors, and this trend will continue to grow. International markets are increasingly receptive to new and exciting flavor profiles, and Malaysian bakeries could see success by offering pastries that combine traditional Asian spices, tropical fruits, and global dessert techniques.

In the future, we can expect to see more hybrid desserts that blend local and global flavors. Consumers will continue to look for treats that not only taste good but also provide an experience, whether through unique flavor combinations, visually striking designs, or interactive packaging. The continued fusion of traditional Malaysian spices and flavors with global dessert trends will be a key area of growth. As interest in diverse and multicultural foods continues to rise, the global market will likely embrace the incorporation of Southeast Asian spices into mainstream desserts.

Given Malaysia’s growing reputation as a global food destination, the potential for Asian spices and flavors to gain acceptance in the worldwide market is immense. International consumers are increasingly seeking new experiences and more bold, complex flavors. Malaysian ingredients, such as pandan, lemongrass, or even spicy profiles like sambal, could become sought-after elements in the global dessert scene. While these flavors may still be niche, their popularity is expected to grow as consumers become more familiar with the broad range of tastes that Asian spices bring to the table. The rise of Asian-inspired desserts and pastries, such as matcha and red bean, in the global market also provides a pathway for Malaysian flavors to gain traction.

There is a growing demand for high-end, artisanal products in the bakery market, with consumers willing to pay a premium for unique, high-quality baked goods. Artisanal pastries that showcase skill, craftsmanship, and distinctive flavors will remain popular, particularly for special occasions and celebrations.

A key advantage of Malaysia’s baking industry is its multicultural and multiracial foundation, where we enjoy and appreciate each culture and cuisine. This strengthens the industry’s ability to grow, as our taste buds are naturally diverse and open to traditional foods from different racial backgrounds. This unique characteristic gives Malaysia a competitive edge, allowing for continuous innovation and the seamless blending of flavors. It is this very appreciation for different cultures that will push the industry to new heights, as Malaysian-inspired flavors have the potential to resonate with consumers globally.

In conclusion, the future of Malaysia’s baking industry looks bright. There will be a surge in demand for innovative, high-quality, and globally inspired baked goods that blend Malaysian flavors with international trends. With Malaysia’s strong culinary identity and cultural diversity, the country’s cakes, cookies, and pastries are poised to gain recognition in international markets, driven by consumer curiosity and an appetite for new, bold flavors.

Pricing:

• RM60
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• RM140

Contact Info:

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