Kneading New Opportunities

Lee Yum Hwa, more famously known as Benfatto95, shares his journey from accountant to Singapore’s foremost pasta artisan

For most of us, ordering pasta is a decision dictated by the accompanying sauce, whether we have a hankering for arrabiata or pesto. For Lee Yum Hwa, however, these embellishments merely overshadow the real star of the dish: the pasta itself.

This is the guiding light of his private dining venture, Ben Fatto 95, a curated experience centred on the wide world of freshly made pastas. From tortellini to rigatoni, each dish is served elegantly simple, free from distracting pageantry.

It’s nigh on impossible to secure a seat at Lee’s table—with a one-year waiting list—which becomes all the more impressive when you learn that the 39-year-old is entirely self-taught.

Lee’s foray into the culinary scene began in 2015, inspired by a trip to Italy. He had had the pleasure of feasting on a pasta dish that he simply could not find in Singapore. It led to an obsession, spurring him to recreate the pasta himself. Serendipitously, Lee was also at a crossroads in his career, and he had to make the choice: continue his finance career or pursue his new-found passion.

“I was [then] at my tipping point. I took that as a timely nudge, spurring me on to embark on something different,” explains Lee.

Despite his inexperience, he found himself in a unique position running the mezze (Middleeastern appetisers) station at his long-time friend chef Bjorn Shen’s restaurant, Artichoke. And it was through this unique opportunity—putting together dishes in the mezze station—that Lee formed the foundations of his culinary venture.

FROM CASUAL TO CURATED

He started chronicling his pasta-making journey on his social media account, Benfatto95, on a whim. Slowly, he realised that his informative content and captivating visuals were drawing in the right engagement, but Lee knew he needed more than content to truly convert food enthusiasts and culinary connoisseurs.

“Given that I have no peer as a pasta artisan in Singapore, I found that being connected to the relevant personalities was important. And social media [namely Instagram] was a platform that facilitated many exchanges with these individuals. It broadened my knowledge base tremendously, and just by their recognition and endorsement, it lent me credibility that was indispensable to my growth professionally,” Lee explains about the critical connections he made that propelled him to where he is today.

Importantly, he also aced the technical aspect of pastamaking, adding substance to his endeavour. “While my work remains indisputably within the sphere of Italian cuisine, my approach as a pastaio is certainly different from what a typical chef’s focal point would be, as my dishes centre around the elegance and technicality in pasta fabrication,” he explains.

Now, as Singapore’s foremost pasta artisan, Lee is the sole purveyor of his unique pasta “omakase” private dining experience. And, with the culinary climate seeing a paradigm shift due to the oft-changing safety restrictions in response to the pandemic, Lee recognises that it’s time to move on to the next phase.

“Pursuing private dining will always be a great passion for me, but it was never the endgame—especially with the prospect of prolonged current restrictions—it now serves as my launchpad. A starting point for what has always been in the pipeline: a comprehensive pasta production programme,” says Lee about his next step.

“Given that I have no peer as a pasta artisan in Singapore, being connected to the relevant personalities on social media was important”

It’s a rainy Tuesday morning when Gwendolyn Toh (right) and Cleo Kim (far right) arrive at Tatler House for this shoot and interview. Despite the early hour, the stylishly dressed young women are all smiles, and chat animatedly as their hair and make-up are being done.

It’s easy to see why the duo are successful influencers: their energy is infectious, and soon the whole crew is drawn into their bubble as conversation flows easily.

However, Toh and Kim are more than just your average pair of best friends—both women have built successful businesses from their personal passions and social media clout. Toh is the co-founder of lash and brow salon Dr Lash, while Kim is the founder of glitter hair extension service Glit AF.

Like all good businesses, Toh conceived Dr Lash to fill a gap in the market: she simply couldn’t find eyelash extensions that worked for her. To find a solution, Toh studied the techniques behind lash extensions before taking a leap of faith, co-founding Dr Lash with husband Marcus Goh and friend Michelle Chen in 2017.

“It took a lot of courage to step out of my comfort zone, let alone start a business,” says Toh. And that courage has paid off: only four years since its establishment, Dr Lash has already earned itself a reputation for high-quality services, and has three outlets islandwide.

Kim’s journey as an entrepreneur began in parallel to Toh’s. At the time, Kim had just returned from the London party scene sporting eyecatching glitter strands in her hair. Serendipitously, it was an exchange between the two during Dr Lash’s opening that led to Glit AF’S inception.

“[My glitter hair extensions] became a conversation starter at the event,” recalls Kim. “So Gwen asked if I would like to offer hair extensions to her clients.”

CULT PERSONALITY

In the early days, Toh’s unique position as a social media personality helped draw attention to her business; her influencer friends spread the word, while her followers showed support by booking appointments.

“[Building personal and business brands] both require a lot of effort and thought—it’s not just a matter of posting a few photos on social media,” says Toh. Instead, she says that adaptability has been crucial in ensuring her success in an ever-changing market.

When it comes to their social media profiles, Toh and Kim have decidedly different approaches. Toh, who recently became a mother, prefers to keep her personal life and Dr Lash separate, while Kim’s personal brand and Glit AF are very much intertwined. “People like to identify with someone else,” Kim says. “It gives a brand a personality and a human touch.”

BUILDING RELATIONSHIPS

To some, mixing business and friendship may seem like a recipe for conflict, but Toh and Kim defy that notion: Glit AF is now a permanent fixture at Dr Lash Orchard. Both women agree that their relationship has only grown stronger as they spend more time together, both as friends and as business partners.

“Cleo provides a second perspective and helps me make wiser decisions,” says Toh. “As best friends, we constantly motivate each other, and make sure we’re there for each other.”

Almost as a testament to their close friendship is the fact that Kim gives nearly identical answers, despite being interviewed separately. “Gwen motivates me! Whenever I hit a roadblock, she always gives me encouragement. I’m grateful to have her as my best friend and business buddy.”

“Building personal and business brands both require a lot of effort and thought—it’s not just a matter of posting a few photos on social media”