Interview with Madame Patisserie

It is evident that Sherie Quek finds joy in running her business by making everything from scratch - the cakes, pastries and high-tea set. Despite hearing that she encountered a month's delay during the opening last July, she remained unperturbed by the change of plans. Not only does she have to face a $200,000 renovation bill, she was already paying rent and doling out staff wages 3 months before it opened its doors.

Through this, I realized that not only must one have the courage to take risks, one must also have "emotional" courage to cope with whatever challenges that come along the way… especially financial challenges. And not just that, in most F&B start-ups, paperwork is an issue - precious time might be spent just applying for permits for installations and licenses. And you have to be prepared that all these might not go well smoothly. 

Interview with Owner of Madame Patisserie, Sherie Quek….

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1. How did you get started with Madame Patisserie?

(This question is summarized by me as requested by Sherie after she provided me with her story dating back to Primary 5!)

When she was Primary 5, she failed and had to repeat the year. She played truant and hang out with friends till late into the night. In her words, she treated home like a "place to sleep only" and seldom was she found at home. Not forgetting the many crazy stuff that she did…from drinking to smoking. 

Upon graduation from O Levels, she found her having passion in pastry making and desserts. Also, she also began helping out in her mother's catering business. In 2003, she found her break when she joined Ritz-Carlton Hotel. Over 10 years, she worked her way up from a junior cook position to being the pastry sous chef and managing 18 staff. Truly, working in the hotel has given her wonderful opportunities to be exposed to the industry. 

What's her secret to success? "Do what you are supposed to do, and beyond that, take the initiative to help wherever needed." 

However, her bigger dream is to set up a dessert cafe at Boat Quay and to eventually make it a chain. And with that her goal is to strive for improvement daily. "Each day I am challenged with a new problem or a new request from a guest, it is an opportunity for me to become better." 

2. What do you love about your job? 

I just love to bake!! Love to recreate new pairing flavors, texture and love the smiles on customer faces!! Just like you...

3. What are the challenges you face and how did you overcome them? 

Too much challenges when I first started, because i have been hiding in hotel for so many years where it becomes my comfort zone. Things like PR, purchasing of stuff, promotion of food...everything is done by other department but over here, I have to do everything by myself. Things like renovation,equipments ingredients, menu planning, designing of menu, cafe concept.......so many things!!!

But I really learn alot and I am still learning everyday. Just never be scared of failure.. never be afraid to try new things as well..If you never try, you will never know..

4. How do you create a work-life balance for yourself? 

Luckily i have a group of staffs here that really help me out. They are able to work independently without me around. This is a small cafe where everyone of us help one another. Like me, I have to sweep, mop the floor, wash toilet, etc.. Everybody does the same thing.

Sometimes, I will just bring my kids here as well.. To be frank, my hours are more flexible than in the past..

5. What is one piece of advice you would offer to someone who is dreaming of starting out today?

Think carefully in every steps or decision that you made. (For me, I am a person who really thinks a lot that is why I started this cafe only after years of experience and I always have a back up plan just in case…)

After hearing from her, I found myself identifying some parts of her sharing. I, having started out at Swissotel Stamford and Fairmont Singapore as a junior pastry cook apprentice then working myself up to Commis Cook 1 position at Capella Singapore over the 3 years. During those years, it is true that pastry cooks do not just bake. Tasks included washing those big mixer bowls, carrying heavy trays of cakes, packing the inventory stocks in the cold freezer to cleaning the floor… yes, I did find myself going through all the laborious hard work too. And the most memorable event was to "clean out" a pastry shop that is now defunct - Twelve Plus One Cakeshop (which used to be at Rochester Park). Dismantling each and every shelves, packing all the equipments to be sold away.. the sadness still remains vividly in my mind. 

Nevertheless, experience is never wasted when we reflect on them. I am glad to have the chance to go through that path and know what it takes to go through a start-up. Not only that, making friends in the industry and still keeping in touch in these few years! And.. I am also excited to blog about my friend's Immanuel's new eatery at Bukit Merah in the coming weeks. Stay tuned!