Passion to profit? This M’sian turned her love for cheesecake into a thriving business in PJ.

Have you ever found yourself stumbling into a conversation that’s so heartwarming, you feel like you’ve just taken a bite of your favourite dessert? That’s how I felt meeting Josephine, the vibrant force behind Jo’s Bakery in PJ.

Jo greeted me from behind the counter with a firm handshake and a friendly smile. Between sips of hot chocolate, we got talking. Jo’s infectious enthusiasm and passion made it clear that there was a big story behind her cheesecake journey, and a drive for something bigger.

Jo’s love for cheesecake began when she was 12. She would beg her mother everyday after school to get her a slice of cheesecake from her favourite bakery, Candy, in Terengganu.

So what inspired Jo to turn her love for cheesecakes into a business? Four words from her: pure addiction to cheesecake.

How Josephine started Jo’s

With a background in mass communication, Jo worked in marketing, but had always felt an undeniable pull towards something sweeter—cheesecake.

She toyed with the idea of starting her own business, for over a year, not wanting to plunge into the world of baking, blind. Seeking advice from her loved ones and countless hours of baking later, she decided that it was time to give her passion a shot.

She tried cheesecakes nearly every day, jotting down notes in a little journal: the date, where it was from, what she thought of it, how she would change it, and more. In June 2016, Jo’s home bakery was born.

Taking advantage of her marketing skills, she set up a Facebook page and worked her magic to create some buzz. She also approached cafes who were open to buying her wholesale cakes.

Everything Jo knows, was entirely self-taught. She would look at recipes online and tweak them as she went along, with a ton of trial and error, until she herself became an expert and a creator.

Wanting to standout in the market, she started with four unique flavours: Durian, Earl Grey, French Rose, and Matcha. Her growing success led her to open a physical store in January 2018, on the ground floor of her condominium. This convenience allowed her to fulfil more orders for slices and not just whole cakes. By 2019, she expanded to a second store.

Unlike many F&B businesses, Jo’s Bakery absolutely thrived during the worldwide pandemic, with orders flitting in through Grab and for takeaway. A testament to the power of following your passions with a value driven product.

Jo’s 3 Ideals

When I asked Jo how she approached starting her business without any knowledge of the F&B industry, she said it came down to these 3 ideals.

1. Social Entrepreneurship: Her focus is not on the profits, but on community. During the pandemic, Jo sponsored 100-200 banana loafs for doctors and nurses.

2. Dialogue: She wanted to create a space where she could host workshops and talks, encouraging people to come together to have conversations. She has since held 2 talks, where entrepreneurs have shared their respective journeys.

3. Baking Ministry: She was excited to host classes for people who would benefit from them, like refugees. She used to run classes on the weekends and even helped an NGO start a baking school.

She always knew that she was here for more than just selling cakes.

“Passion is not enough to run a business, you need to have a purpose behind that passion to give you that extra boost, especially when you’re struggling,” Jo said, confidently.

She admitted that she wishes she could do more, but that’s the reality of running a business. She has staff to pay and balances her work with her responsibilities as a mother to a toddler. What keeps her going is the strong relationships she has built with her regular customers.

The transition was no easy feat

Transitioning from a stable 9-5 job to running a business, came with its fair share of hurdles. Many stemming from the unpredictable nature of the F&B industry. Jo quickly learned that staying afloat required constant adaptation.

“Finances are real,” she admitted. Especially during low seasons, when she has to find ways to keep the business thriving.

During the MCO, she faced the additional struggle of managing her team without a HR background. Fortunately, most of her staff have been with her for years, hence they were quick to understand and give her grace.

Jo found herself learning plenty from them, which taught her humility and the value of embracing feedback as a learning opportunity rather than a threat. She has managed to create a team who she can trust to handle production.

As she created her brand, she had to resist the temptation of chasing viral fads within the industry, in order to maintain her brand’s unique identity. She wants her customers to know what Jo’s Bakery stands for, and staying grounded in her brand’s essence helps her stand out in a market saturated with choices.

Throughout hurdles and challenges, Jo has found solace and guidance in her faith.

Her love for cheesecake is endless

Jo’s ideal cheesecake texture is one that strikes a perfect balance between dense and light, a somewhat meringue texture. Experimenting with baked and no-bake varieties, she gradually diversified her menu.

Her years of experience now allow her to tailor new recipes to her exacting standards, resulting in a wide range of unique cheesecakes. Jo’s Bakery has over 14 cheesecake flavours to date.

When it comes to crafting new flavours, Jo starts with her own tastes and it’s as simple as that. She loves earl grey so she made an earl grey cheesecake; she loves durian, hence a durian flavour. She is bold in her experimentation, balancing unconventional ideas with classics like burnt cheesecake. Jo just goes for what she likes and is excited for people to try her creations.

Her favourite creation thus far? The Pandan Coconut.

Jo adores the savoury creaminess and fullness of a cheesecake, as it delivers a satisfying mouthfeel. This explains why she only uses Philadelphia cream cheese at her bakery, renowned for its superior quality and expense. All her cakes are also naturally flavoured with no preservatives.

To avoid the common issue of cheesecakes becoming too rich or cloying, Jo meticulously balances flavours and textures. For example, her gula melaka cendol cheesecake features two layers of sponge cake alongside the cream cheese. Similarly, her chocolate yuzu cake combines heavier, bitter notes with a tangy, light finish, mitigating that jelak sensation.

Responsive to customer feedback, Jo takes good suggestions that she knows she can incorporate, but not to a point where her brand’s identity becomes questionable. For this reason, Jo’s bakery also accepts customisable whole cake orders, ensuring customer satisfaction.

MFT’s Review

Jo was kind enough to let me sample a few of her creations, so let’s get right into it.

Pistachiomisu (RM18): Finally, a pistachio cake where I can actually taste the pistachio. It has a hint of praline which brings out the pistachio flavours. Personally, I found the cake layers a tad bit too dense paired with such a light cream. I loved the whipped cream on top which was perfectly sweetened. Points for beautiful presentation.

Pistachio Raspberry Cloud Cake (RM17): This was my least favourite. I am not a fan of raspberry, and this was raspberry-forward, you can’t really taste the pistachio. Those who like a sourish cake, would enjoy this. I really liked the fluffy texture of the cloud cake though, so I know I would like this in a different flavour combination.

Lime Avocado Cheesecake (RM16): Zesty and perfectly sweetened. This surprised me! It was so much lighter and smoother than I expected it to be, mimicking a whipped cream texture. It is the epitome of a summery cake. I loved this one and can understand why it is one of their bestsellers. No complaints.

Durian Cheesecake (RM16): Another one that was lighter than I expected, almost has a mousse texture. You get a stronger cheese flavour here, not so heavy on the D24 durian. Light, fluffy, and simple, this was an easy slice to enjoy.

Original Scone with Raisins (RM6): Imagine going to a cake shop and being surprised with the best scones. This is another one of their bestsellers for a reason, soft and buttery, with just the right density. I usually despise raisins but they added a pleasant sweetness to the scones. The scones paired so well with the clotted cream, every bite was savoured.

Image Credit: Jing Ooi & Way Soon Lim (Google Reviews)

Jo’s Bakery is truly a reflection of her passion. It is a space made up of “everything Jo loves”, and in my humble opinion, that’s when you know the offerings are created with precision, care, and love. So, if you’re on the hunt for a cheesecake feast that’s as unique and delightful as Jo herself, make sure to pay her bakery a visit, located in Aman Suria.

Psst, I got to try a new flavour that’s in the works and it’s delicious, so keep your eyes peeled.