Singapore’s got talent in droves and this brilliant new wave of creatives prove it. Meet the artists, actresses, designers, bakers, and social media stars that are fearlessly carving out a path of their own—even with everyone else watching. Trust us when we say they’re the ones to have on your radar right now. Meet Sarah Nicole Tan, the cake artist behind local custom cake store Petal And Pound, who has crafted her own niche in the cake-making space, creating sculptural floral bakes that defy convention.
How would you describe yourself in three words?
Sarah Nicole Tan (SNT): True-to-self
How did you find your niche?
SNT: I grew up with a love for baking, and wanted to become a pastry chef up till my O Levels, but decided eventually on pursuing design. After 10 years of studying & working as a graphic designer, I quit my job and decided to take a leap in starting a home business!
I love flowers and cakes in a whimsical yet refined style. For my own wedding, I was looking all over for a wedding cake that encompassed this but couldn’t really find anyone that specialised in it, so I thought of venturing into floral cakes.
Do you respond to trends or do your own thing?
SNT: I would say both. I think it’s important to keep up with what people are currently enjoying, whilst still staying true to my own art style. Like incorporating the coquette trend into floral cakes or bakes is fun.
What is your idea of cool?
SNT: I think confidence is cool. It’s not something I always have, but I really respect creatives who find their style and own it!
How do you stay creative and keep evolving?
SNT: Rest is super important for me. I feel like it’s kind of counterintuitive in the design and creative industries, where we’re used to hustling and late nights. But I value my off-days very much to recharge and spend time with loved ones! That helps me to stay inspired and excited to keep creating.
How do you deal with competition?
SNT: I think it helps to know the value that fellow cake makers bring to the market! There are so many niches being filled, it is important to find comfort in the little pocket that I occupy.
Does being publicly visible motivate you or scare you? How do you handle criticism?
SNT: It does scare me a little! It can be easy [and] more comfortable to hide behind the work and wish to stay anonymous. But I do also think there’s a charm and warmth to knowing who the person is behind the product. I’m slowly working up to it…
Criticism really affected me at the start,especially if it was about how [my] cakes looked. It felt deeply personal, as if someone was rejecting a part of me. But I’m growing to accept that everyone has different preferences—especially when it comes to design and style—and I cannot please everyone! Yet there are areas to take in constructive criticism, say, in finding a good level of sweetness and improving the quality of the baked goods.
What are some new things that you’ve been trying out?
SNT: Been trying out some different shaped cakes, like an arch one I did recently which was inspired by Sophie Bamford (@allday.cake).
What excites you?
SNT: Seeing people’s reaction to what I created! Preferably positive reactions (laughs)
What is a motto that you live by?
SNT: I don’t think I have one… open to suggestions!
This story first appeared in the August 2024 issue of GRAZIA Singapore.
Photography JAYA KHIDIR
Creative Direction MARISA XIN
Styling KELLY HSU
Hair & Makeup KAT ZHANG, SVETA KLYN AND NICOLE ANG / THE SUBURBS STUDIO
Photography Assistants NOWO KASTURI AND NG KAI MING
Styling Assistant GLADYS NG
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