Trust, listen, don’t play the blame game: Fluff Bakery founders’ recipe for a healthy marriage and thriving business

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Ashraf Alami and Nursyazanna Syaira have been married for nearly a decade and have successfully kept Fluff Bakery’s cult status for just as long. They tell CNA Women what it took for them to get there, in the first of our Valentine’s Day series about couples in business.

WE'RE GUESSING YOU'VE HAD TO SET GUIDELINES TO ENSURE YOU HAVE A HEALTHY WORKING RELATIONSHIP. WHAT ARE THEY?We have clear guidelines on what each person is supposed to be responsible for in the business and trust that the person is handling it the best they can.

It’s important to know what you’re good and not good at, to listen and know that the other person is not trying to “correct” you but just has the business’ best interest at heart, and respect the strengths the other person has.That we’re both not as on-the-ball as we’d like to be and really depend on our team at Fluff to help us along.

When we first launched, our biggest competitor was charging S$3.50 per cupcake. I was in favour of charging the same but Syaira wanted to charge S$4 because she believed that we had a superior product due to our fillings. We stuck with S$4 and sold out daily for two years. Secondly, we can’t do everything ourselves. Fluff is not just Ashraf and I but really, everyone there. Fluff is made up of the manager, the kitchen team, the counter “elves”, the back-end operations, the admin and technical aspects, the dishwashers and the delivery drivers that we don’t have expertise in or time to devote ourselves to. The people are really important to me personally so we try to show our appreciation for the team when we can.

We also know each other’s love language. Mine is physical touch and acts of service so when he makes the effort to stroke my back to comfort me or just reach out for my hand, sometimes on a really hard day, that’s all it takes to feel loved.I agree. After nine years of marriage it’s no longer about the big grand gestures. To me it’s the small everyday things that matter. We discovered the five love languages in our second year of marriage and that was a game-changer.

 

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