If you’ve ever had a taste of soft serve from Honey Creme, you’ll know that this frozen treat is one of the most delicious ice creams in town – our Editor swears by it! In fact, we love this sweet spot so much that we had to meet with the Sherry Lee, the sassy lass who saw the promise in bringing this yummy Taiwan franchise to Singapore. If anything, within five minutes of chatting with Sherry (over some soft serve of course), we immediately identified her passion for the brand and can-do attitude that’s absolutely admirable! One can only hope to have this much business acumen! When she’s not busy overseeing all things sweet at Honey Creme, Sherry’s also kicking some serious *ss in interior design at her own firm, Living Flair. Read on to find out more about this inspiring Sassy Girl!
Hi Sherry! Can you tell us more about yourself and your role at Honey Creme.
I’m the Co-Founder and Managing Director of New Majestic Investment, the company that brought in the Honey Creme franchise in from Taiwan. I’m in charge of all the soft serve creations and day-to-day operations of our outlets. I am also the creative director of my own interior design firm, Living Flair.
What’s a day in the life of Sherry like?
Hectic! The first thing I do is have a meeting with my team, about what we need to do for the day for Honey Creme. The early part of the afternoon is usually spent answering emails. The later part of the afternoon is usually devoted to client meetings. We also always pop by the Honey Creme store to check in with the operations team. We’re currently very busy preparing for the launch of our second outlet in Singapore at Jem. A lot of my time is also spent researching upcoming flavours for Honey Creme. Usually we are at the store till 3am testing out new ingredients that will have our fans excited to try out. For down time, I spend time with my family and catching up with my friends. I love café hopping (I try to keep up with the latest openings) or visit new dessert cafes.
What inspired you to set up an ice cream franchise?
I’ve always been a great fan of desserts and am always on the hunt for unique and interesting creations. During a trip to Taiwan, I joined in on one of the long queues for Honey Creme and immediately fell in love at the first taste. The quality of the ingredients and the amount of effort put into each soft serve set it apart from others. I was inspired to bring it back home as Singaporeans know their food and are very receptive. We thus took this opportunity to be the first to introduce the idea of pairing raw honey comb and soft serve in Singapore.
What were some of the challenges you faced while setting up Honey Creme?
It’s my first F&B venture, so it was naturally very challenging. We searched long and hard for the right space and the right suppliers. However, we’ve also been very fortunate to be able to exercise a lot of creative control and bring our own flair to the Singapore franchise. This has helped us expand our business and in less than a year, we’re now opening our second outlet in Singapore at Jem.
Aside to Honey Creme, what are your other favourite ice-cream spots in Singapore?
To be honest, I eat a lot of soft serve every day because I’m always at my store! I always steal a cup or three. What really gets me are the ice cream sandwiches sold along the streets by the ice cream uncles. My favourite flavours are corn and red bean as I become quite nostalgic when I have them. These mobile ice cream trucks also become a must try in Singapore amongst tourists. It’s something we strive for Honey Creme as well.
What kind of experience do you want visitors to Honey Creme to have?
We want our customers to savour the fresh, natural flavours of our soft serves wherever they have it. Honey Creme’s soft serves are made from premium milk and cream, and we don’t use preservatives. We want people to constantly be surprised by our flavour combinations and to share the eating experience with their friends and family.
What’s your favourite flavour right now?
That is akin to asking me to choose between my babies! All of them hold special places in my heart. If I had to choose, it would be the Pandan Gula Melaka. I grew up eating desserts such as chendol, pandan chiffon cake and ice kachang, and I am sure many Singaporeans did too. The Pandan Gula Melaka reminds me of all these local desserts in the form of an ice cream and I’m proud of how it turned out.
We know that you have hot seasonal and local flavours at the moment like Teh Gah Dai, Alishan, Pandan Gula Melaka (our favourite!), etc. How do you dream up these unique flavours?
I’m inspired by everything and anything – memories, travels, trends and unique ingredients. We’re also always gathering feedback and suggestions from fans, family and friends, so we’re constantly testing out new flavour permutations to find out what works best.
Are there any new ingredients or combinations you’ve been experimenting with recently?
I can’t give away much, but it involves something colourful, has great texture and tastes wonderful with soft serve.
What would you say are the biggest drivers of your success today?
Our fans and loyal customers have really been our drivers of success, as well as the support of my family and friends.
What does being Sassy mean to you?
Being Sassy is being a strong and independent woman.
What’s your advice for young Sassy Girls who’d like to set up their own shop?
Be prepared to work very hard. Know the market and keep abreast of trends. Always think out of the box, but ensure that you strike a balance between innovation and practicality. Competitors are also not your enemies – they can be a great source of information to help you in your own strategy. You will always encounter failures along the way. Never allow them to put you down as they’re the best learning experiences. It’s also extremely important to remember that your success is never your own and to not be afraid to entrust responsibility to your team. They’re the best resources you have.
Wow, thanks Sherry! You’re a real inspiration to all us Sassy Girls! Special thanks to the vivacious Shamsydar Ani Photography for the awesome images of Sherry!