Yang Sue Ann, 35, home baker extraordinaire, Sieve by Sue
Sue Ann is a home baker specialising in cookies and, more recently, cakes paired with sauce. She bakes everything from her home kitchen, in limited batches. Her signature bakes include all-time favourite Nutella butter cookies and butter sugar cookies, which evoke memories of yesteryear. She also has seasonal bakes, where she infuses local flavours like salted egg, pandan, Milo and bandung into her cookies. “Each flavour tells its own story, drawing inspiration from my life experiences,” she says.
How did she get into it?
Sue Ann worked in the corporate world for over 10 years. When the Covid pandemic hit and her work travels were put to a halt, she spent her weekends baking in her kitchen. “When my son began his Primary 1 schooling, I decided to pursue my baking full-time and guide him along in his formal education. Baking gives me flexibility and enables me to have work-life balance – I get to spend quality time with my son and watch him grow up.”
What satisfaction does she derive from it?
“It really makes my day when clients share that they’re in love with my bakes, and come back to buy more for their family and friends.”
Tips for anyone looking to start a similar side hustle?
Always be courageous – take the first step, as you’ll never know if you never try. “My husband and son are my biggest cheerleaders. They encouraged me to step out of my comfort zone, and have also been my key taste testers in all my bakes.”
Build relationships – take time to listen to clients and work with other mumpreneurs. “I have collaborated with small local businesses to support each other in this challenging climate.”
Pay attention to current trends – always be in the know about food trends in the market and be ready to tap on the opportunities. “The upcoming year will see @sievebysue launching bakes targeting a growing market of healthconscious consumers.”
Dream – the world is our oyster and we set the example for our children. “For me, it’s a dream to have @sievebysue bottles in every household in Singapore.”
Any savings/investment tips for SAHMs?
“Invest in yourself. The best thing I did was to take a WSQ Food Safety Certified Course to ensure that all bakes are prepared to a high standard. And invest in your own business – I bought several heavy-duty equipment for my kitchen in preparation for the festive period. Also, have multiple revenue sources – find ways to diversify.”