Recent social media posts
01/09/2026
Lynn's stress levels: Yes.
31/08/2026
We start talking about Rejoice Bakes drinks menu! Beyond price, speed, volume of product and recipe proportions are all important considerations to the customer experience. Anything else you would consider important?
29/08/2026
[NOTE: Prices mentioned in this video were as of weeks ago before Rejoice Bakes opened. Check out her bakery for the latest prices!]
I'm passionate about small business owners not undercharging and undervaluing themselves and what they offer. Consumers who want small batch quality must be willing to pay for the manual craft and labour put into the bakes.
If a customer thinks that something that is mass-produced tastes better and is better value for money, by all means, they'll continue to buy from those places. But so long as Florence is putting her heart and soul into fresh bakes painstakingly produced in small quantities every day, there is an acceptable premium that she should be comfortable with charging. Customers who appreciate her flavours and service will be willing to pay. Personally I really do enjoy her giant cookies and madeleines!
28/08/2026
We established that having a distinctive visual identity extends beyond a brand name, and that physical spaces can be a real plus to passive ongoing marketing! Especially for a bakery hidden in a 24/7 laundromat! There's so much that Florence can potentially do, and fortunately time these don't require too much effort - just a lot of intentionality.
Follow along as we talk about PRICING next episode!
P.s. I'm not agitated, I'm passionate!!
28/08/2026
What's in a colour? Florence clearly likes pink (even her laptop is pink lol as noticed by my videographer), so why not make her personality and preferences part of her branding? I questioned the beige aesthetic and I'm glad to say if you were to pop by her shop now (open Tues-Sun), you'll see a lot more PINK!!! No more generic ChatGPT-coded beige! I also love the yellow smiley on her logo... and she incorporated splashes of yellow in her shop decor too!
We haven't found the time to pop back for an update shoot so if you're curious, you gotta visit her soon!
26/08/2026
Feeling stuck? My therapist was the one who taught me to just ask myself "what's the worst that can happen?". Believe it or not, that was the question that led me to taking over Aroma Coffee (as it was then known) and then eventually running two Prox Coffee outlets.
If when you seek to understand what's at stake, the risk often becomes a lot smaller than what you initially imagined. And then, there's a lot less to fear!
Follow us to continue listening in to our conversation as Florence figures out what's next!
25/08/2026
Irresistible...
23/08/2026
[UPDATE] Rejoice! Very shortly after this video was filmed, Florence has already taken steps to change her signboards and business name of her physical location to REJOICE BAKES! So what you see here in this video is just slightly outdated but we're posting anyway to share branding tips with other budding business owners!
What's in a brand name? Is your brand name "instagrammable" and easily searchable? Are you putting your brand name everywhere? So many things to think about!
21/08/2026
Florence was a little concerned that as opening a new commercial business in a physical location is more challenging and didn't want to risk her Rejoice Bakes brand name that she had built up as an HBB over the last 4 years. I explained to her how there really isn't much of an upside to doing that and that she should be more confident about her BIG, BRAVE step to upgrade Rejoice Bakes from a HBB to a commercially licensed business!
Genuinely, the more I talk to Florence the more I admire her guts, dedication, and passion. Not many people will dare to do what she did so I really applaud her!
Inspired? Support Florence and say hi to her at 16 Lim Tua Tow Road from Tues-Sun 10-6pm!
19/08/2026
"WHAT SHOULD I DO NEXT??"
Top question any new business owner has because there's just So. Much. To. Do! It's also not easy to just decide because of all the unknowns out there. Sometimes the solution is to stop listening to everybody's opinion, and to just take the next step that feels aligned.
Florence already wasn't sure about her branding, which is actually great gut instinct - next step is to act on it!
Is my suggestion to change her signs to Rejoice Bakes too extreme?? What do you think?
17/08/2026
UPDATE: Rejoice Bakes is opening for operations tomorrow!! Make sure you drop by 16 Lim Tua Tow Road to support! She's located at the back of TGH Socials!
Join us and Florence as we figure out the in and outs of transitioning from a home based business to a commercial business with a physical shopfront!
In this episode we start a conversation about her choice of brand names - make sure to follow both Prox Coffee and Rejoice Bakes, many more insightful episodes coming!
Address
182 Cecil Street #01/04
Central Region
069547
To get to the coffee shop at Northpoint Drive in Singapore, you can take the MRT and alight at Yishun Station. From there, take bus number 811 and alight at the third stop. Walk straight for about 200 meters until you reach your destination.
Alternatively, if you are driving, take Seletar Expressway (SLE) and exit towards Yishun Ave 7. Turn right onto Yishun Ave 2 and continue straight until you reach Northpoint Drive. Look out for parking spaces along the street or at nearby HDB car parks.
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What people say
Aroma Coffee & Co, located on Northpoint Drive in Singapore, is a coffee shop that offers a taste of tropical perfection. Their Coconut Latte is a must-try for those who love the creamy richness of velvety espresso blended harmoniously with the subtle sweetness of luscious coconut. Pair it with their heavenly waffle, which is crispy yet fluffy and guaranteed to satisfy your cravings.
But don't worry if you're not a coffee lover, Aroma Coffee & Co has something for everyone! Their non-coffee drinks are perfect for any time of day and are sure to hit the spot. And for those who do love coffee, their signature house blend coffee beans are carefully selected and roasted to perfection, bringing out the best in every cup with a smooth and balanced taste that will awaken your senses.
With two retail outlets at Frasers Tower and Northpoint City, Aroma Coffee & Co is the perfect place to discover your new favorite beverage today.
