Behind The Brand

Dessert zone

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Tell us a bit about yourself 

I am Pakistani, born and raised in Hong Kong. Baking has been my passion ever since I was a young teen. It not only brings me joy but is also a form of therapy for me when I want to relax and unwind. Moreover, I love trying out dishes from different cultures.

What made you start your company?

I have always wanted to start my own business for as long as I can imagine. I had many ideas in mind but it all came down to one thing – which was to turn my passion for baking into a business. Growing up in Hong Kong as a muslim, I found it a bit difficult to find halal places. Some local bakeries or dessert shops use non-halal ingredients, making it a hassle for when we’re craving something sweet. By starting my business, I hope to provide for the muslim community in Hong Kong as well as anyone else that loves desserts.

Tell me about your product and brand?

Dessert Zone is a business that sells a variety of desserts at an affordable price for all. We provide brownies, custom brownie slabs, tiramisu and basque cheesecakes as of now. We hope to bring out more items after testing new recipes so that we can ensure our goods are of utmost taste and quality.

What struggles have you faced when starting up a business?

Finding the right packaging. It sounds simple but with food items, it can be tricky to find the right fit and design that you want to go for. Furthermore, it was easy to mess up and have mishaps while baking.

How did you get over them?

Starting a business takes a lot of time, effort and practice after all. After lots of research and looking at different suppliers, I was able to find the right packaging. I was also able to lessen the number of baking accidents by spending more time baking. You truly learn from mistakes.

Any advice for others just getting started?

Go for it as soon as you can, it’s now or never. You can’t forever be afraid of taking a big leap or you might just end up regretting it. Put in your effort and have lots of patience. At the same time don’t be afraid of constructive criticism – it only makes you better.

Do you have a favourite quote?

“Believe you can and you’re halfway there.”

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