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Cheryl started her professional career in sales and marketing in the Information Technology industry.


However, her parallel interest in the food industry and love for baking and cake decoration resulted in her decision to tap into the  growing potential of the cake industry by founding B-I-Y Pte Ltd.

Her combined experience in sales, marketing, public relations, website design, branding, food photography, retail and course centre management, baking and cake decoration, as well as her wide contacts within the IT and food industry, have provided her with the unique skill-set and expert network to work with food industry players in.short-term projects aimed at increasing sales, productivity, customer brand awareness.

The Wilton School of Cake Decorating, Chicago (USA)

·         Advanced Sugar Artistry, 2011

·         Advanced Masters: Foreign Methods, 2011

·         Teacher Certificate for Wilton Method of Cake Decorating, since 2007

Knightsbridge PME Ltd School of Cake Decorating & Confectionery Arts, England (UK)

·         Teacher Certificate for the PME Professional Diploma, since 2009

About Cheryl Chee

​2003​: B-I-Y Pte Ltd was established. Cheryl started by selling edible decorations directly to hotels, bakeries and restaurants

2006-2017: Bake It Yourself Retail Store and Course Centre was opened, focusing on edible cake decoration products and icings. B-I-Y was also Singapore's distributor for top world brands such as Wilton, PME, CK Products, Phines, Silikomart. Subsequently the Course Centre attained authorised Training Centre status and certification from Wilton and PME to conduct their world renown courses in Singapore, in addition to B-I-Y designed cake decorating and baking courses.

2​018 to now: ​B-I-Y Pte Ltd restructured to focus on working directly with businesses in food industry on direct sales of edible cake decoration products and sugarcraft tools, corporate training and product demonstrations, web and other design services, marketing and public relations.

One thing has remained constant - B-I-Y's mission to be a valued partner to pastry chefs, bakers and cake artists.

About B-I-Y
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