Search results
May 22, 2021 · The first thing Awfully Chocolate co-founder Lyn Lee wants people to know is that yes, she is but one of a group of people behind the brand.
- Background
- Partnerships & Outreach
- Locations
- Business Ventures & Overseas Expansion
- Product Innovation
Founding
Lyn Lee graduated from National University of Singapore (NUS) with a Law degree. She and her husband, John Yap, were practising lawyers before starting their confectionery business. After leaving their law careers, the couple travelled around France for more than 2 months. There, they had observed and experienced French confectioneries.Upon their return to Singapore, the couple decided to set up a cake shop in Joo Chiat. Lyn and John reportedly spent over a year perfecting Awfully Chocolate’s...
Popularity
In 2002, a Chinese variety television program titled “City Beat (城人杂志)” featured Awfully Chocolate in one of its episodes. After the broadcast, the cakes were reportedly sold out even before the store officially opened. Over the years, Awfully Chocolate's products have been covered on many Singaporean food and lifestyle sites like DanielFoodDiary, Miss Tam Chiak, Eatbook.sgand TheSmartLocal.
Awfully Chocolate has become a name brand in Singapore, having been featured on local radio stations and 8 Days Magazine multiple times.Over the years, they have partnered with known brands like the following:
Flagship store
The Awfully Chocolate flagship store was relocated twice within Joo Chiat. As of 2019, the store is located at the cross junction of East Coast and Joo Chiat Road.For more than 10 years since 1998, the store only sold the Chocolate Fudge Cake. Since then, the Joo Chiat store has been transformed into a bistro called Ninethirty by Awfully Chocolate, offering a wide selection of savoury food and desserts.
Outlets
Lyn opened the second Awfully Chocolate store in 2004.As of January 2020, there are 14 Awfully Chocolate outlets islandwide, including the Joo Chiat bistro.
Sister brands
Awfully Chocolate launched Everything with Fries (EWF) in 2009, JooJoo in 2010 and Loola’s Restaurant in 2011 selling a wide variety of F&B products ranging from burgers and fries to seafood and poultry.However, these brands are now defunct. While some of its local ventures were short-lived, the Sinpopo Brand by Awfully Chocolate has seen some success. The Sinpopo restaurant was first open for business in 2013 at Joo Chiat. Since then, the brand has 4 outlets islandwideeach serving different...
Taiwan
In 2006, singer Stella Ng worked with Awfully Chocolate to open a flagship store in Taiwan.A year later, there was a legal conflict between Stella Ng and the company, resulting in her departure from the collaboration. In 2008, Stella started her own Taiwan-based confectionery store titled “Black As Chocolate” which also specialises in chocolate cakes. Due to rising rental costs and competition, Awfully Chocolate closed its Taiwan store in August 2013.
Hong Kong
In 2008, Awfully Chocolate opened its flagship store in Hong Kong at Hysan Avenue. Inspired by the Lee Theatre, the store has a cinema-inspired theme, incorporating classic light bulbs and theatre seats. It was later relocated to Hysan Place.The Hong Kong store is no longer in operation.
Awfully Chocolate had 1 type of cake to offer when it first opened in 1998. Over the years, the brand developed 2 more classic cake flavours - the Bananas Over Chocolate Cake and Chocolate Rum and Cherry Cake. Since 2010, Awfully Chocolate began to offer more than just their 3 signature cakes.The brand also launches special limited edition products...
Nov 8, 2010 · After failing to find the ultimate chocolate cake, lawyer Lyn Lee decided to leave her profession behind to open up her own cake shop, Awfully Chocolate, in Singapore.
Jun 28, 2018 · Photo courtesy of Lyn Lee. NUSSU The Ridge is proud to feature Lyn Lee on her journey and life as a successful entrepreneur in Singapore. 1) Share with us the activities you partook in while studying law at NUS.
Profile of Awfully Chocolate Co-Founder, Lyn Lee. A Homegrown Brand. Disappointed with not finding a good chocolate cake in Singapore that lived up to her expectations, along with her dissatisfaction with her job as a lawyer, Lyn left her legal profession and embarked on cake-making with a group of friends.
Lyn Lee is Head of Group Legal at OCBC Bank. She manages teams that provide legal…. · Experience: OCBC Bank · Education: King's College London · Location: Singapore · 500+ connections on...
- OCBC Bank
Jul 18, 2017 · Meet Lyn Lee, Founder of Awfully Chocolate, and try the original All Chocolate Cake that started it all. You can order the original All Chocolate Cake by...
- 5 min
- 7K
- Awfully Chocolate Singapore
