Operating three outlets across Singapore, Sweet Cheeks has distinguished itself in the competitive gelato market since its inception in 2019. The brand, founded by Siow Jiayu and her university friends Anna Ng and Isabel Lee, emerged to address a perceived lack of unique flavors in the local gelato scene. The initial investment of S$150,000 was largely funded through their personal savings, with the team opting for secondhand equipment to minimize start-up costs.
After a period of growth for their other venture, An Acai Affair, Anna and Isabel shifted their focus away from Sweet Cheeks, allowing Jia Yu to lead the gelato brand. She later enlisted Xavier Lim, another friend, who provided strategic insights while managing a full-time job in finance. With no prior experience in food and beverage, Jia Yu took a workshop in Singapore before traveling to Bologna, Italy, to learn gelato-making techniques at Carpigiani Gelato University.
Sweet Cheeks has captured customers with flavors like Bronte Pistachio Pralines and Charcoal Honeycomb, which have been described as “absolute palate pleasers.” The brand’s journey reflects a blend of innovation, strategic pivots, and creative collaborations, enabling it to thrive in Singapore’s challenging F&B landscape.