Our Story
Sugarbee’s story began in 2005 in a home kitchen, where new mother Jenny Silayan found solace and inspiration in the familiar act of baking—a cherished tradition passed down through generations. Driven by a desire for more time with her family, Jenny stepped away from the corporate world and ventured into the vibrant bazaar scene, offering her first creation: "Fudgies by Jenny S," a rich chocolate oatmeal bar. The initial success unfolded organically, marking the humble beginnings of what would become Sugarbee.
"I had a difficult pregnancy that made it impossible to continue working at the bank. Plus, I really wanted to be more present for my family. So, I decided to try selling some of the goodies I used to bake for fun at local bazaars. I’d always wanted my own business, and baking just felt right. I started experimenting with recipes—desserts I loved from my travels and things I found in cookbooks, plus cakes and coffee. I started selling around Christmas and built up a regular clientele through word of mouth, and then I finally took the plunge and joined the bazaar scene," says Jenny.
The Fudgies' instant popularity sparked a wave of new creations, each bearing Jenny's signature touch. Among them was her reimagining of the Florentine cookie—a classic from a prestigious hotel—which she infused with tropical flair by replacing candied fruits with sun-kissed dried mangoes.
"Our brand story began with Fudgies Oatmeal Bars and organically grew to include Florentines and Lava Cakes. Supplying custom cakes for restaurants then became a catalyst for creative exploration, resulting in a diverse repertoire of Asian- and American-inspired desserts,” she adds.
A fortunate encounter with a friend and celebrated chef Sau del Rosario marked a significant chapter in Sugarbee's story. Supplying cakes for his restaurants became a collaborative partnership and a space for culinary exploration and innovation. This invaluable exposure propelled Sugarbee onto a wider stage, solidifying its reputation for both quality and innovation.
As the business flourished, a more fitting name was needed. In 2013, "Sugarbee" was born, buzzing with the energy and joy infused into every creation.
The growing demand from both B2B and B2C clients fueled further expansion. Soon after, Sugarbee secured more permanent spaces, blossoming in locations such as Paseo Center, BGC Stopover, and SM Megamall. Each new venue marked a significant milestone, allowing more customers to experience these heartfelt creations.
The journey, however, was not without its trials. In 2020, the pandemic forced temporary closures and brought unprecedented uncertainty. Adapting quickly, the team embraced online orders and forged crucial delivery partnerships. Even amidst adversity, their unwavering commitment to quality and customer connection shone brightly. Cakes became more than just desserts; they became messengers of care and hope, delivering sweetness and solace during a difficult time.
Emerging from the pandemic with renewed vigor, Sugarbee reconnected with its customers, drawing inspiration from their resilience and support. This resurgence led to the exciting openings of new branches in Alabang, Glorietta, and White Plains. The Alabang location is a kiosk, while Megamall, Glorietta, and White Plains now offer a dessert café experience with dine-in and takeout options. These expansions reflect not only Sugarbee's revitalized spirit but also its commitment to creating spaces where joy and indulgence continue to flourish.
“This expansion into coffee and dessert bars is a direction we're excited to explore further, with plans to open more cafes and potentially expand into grab-and-go formats in the near future,” adds Silayan.
Today, Sugarbee’s presence extends across Metro Manila, yet its heart remains firmly rooted in Jenny’s original vision. The menu continues to evolve, reflecting her personal journey and culinary curiosity. From the iconic Salted Caramel Chocolate Cake to a diverse array of treats, each bite is a testament to the art of baking. More than just baked goods, every Sugarbee creation embodies the enduring power of passion, family, and the pure joy of baking.