The 31-year-old, who was born in Singapore but spent much of her growing-up years in Johor Bahru, left her full-time job after her eldest child was diagnosed with autism.
With caregiving taking priority, she began looking for ways to earn an income from home – and returned to something she already knew well.
“I used to help my mother in the kitchen, so I started baking and selling kuih Raya such as tarts,” she told Bernama.
Over time, her range expanded. Brownies, birthday cakes and wedding cakes followed, much of it learnt through trial, error and observation.
Early sales came through Facebook – but it was during the pandemic, when she became more active on TikTok, that her products began reaching a wider audience.
Even then, building a sustainable business proved far from straightforward. Her first bakery, launched in Singapore in 2021, closed within a year. A second attempt in 2023 lasted longer, but ultimately faced the same outcome.
Together, the setbacks amounted to losses of around RM60,000, reflecting not just financial strain but the difficulty of maintaining operations without a strong system.
Staff turnover disrupted daily work, while packaging and delivery issues affected product quality by the time it reached customers.
Looking back, Nur Syafawani is candid about where things went wrong: “I realised I needed a more structured system and a proper team to run the business better.”
Last September, she relocated her business fully to Johor Bahru, setting up her production base in Taman Perling and assembling a team with more clearly defined roles.
The shift also marked a change in how the business would operate, moving away from a physical store towards a fully online model.
By November, she relaunched her brand, Frenchella by BidadariKek, on TikTok Shop, with plans to expand to other platforms.
The difference was immediate: this past Ramadan, her sales reached RM300,000, reflecting both stronger demand and a more stable foundation behind the scenes.
Her signature product, French Ella Tarts, uses ingredients such as French butter, hazelnut chocolate and sea salt, while her biscuit range includes flavours like cookies and cream, red velvet, kunafa and Biscoff.
Presentation and packaging, once a weak point, have since been improved with tins and added protection to ensure products arrive in good condition.
Behind the business, her husband, Muhd Shahrul Rizal, manages logistics and handles orders from Singapore, while also taking on more responsibilities at home.
He previously worked at sea but left his job after developing heart problems, leading him to focus on supporting the family.
Nur Syafawani is now based in a rented home in Johor Bahru to remain close to her production facility and ensure operations run smoothly.
Her experience over the past few years has reshaped how she approaches growth. “I’ve learnt that patience is very important, and we have to listen to customer feedback,” she said.
Expansion, she added, will come in time, but not at the expense of stability. For now, her focus is on strengthening the brand locally, refining her systems, and responding closely to customer feedback.