Lyn Lee from Awfully Chocolate talks to In2up

Awfully Chocolate is a chain of cake shops founded in 1998 in Singapore. It's original mission was giving the boot to French pastries and a new 'chocolate experience' to people. What makes it so distinctive? Well, dozens of things. It's 'Simple and Unique' philosophy. Attention to core values and employees. Long-term goals that are arguably oriental way of getting things done. Careful and steady expansion that led to many other stores in places like Shanghai, Hong Kong, Taipei, Beijing, Jakarta, Guangzhou, etc.
Most important, however, is Lyn's vision and hard work towards success. With a team of like-minded individuals, she chose a path that is contradictory by business schools' standards and followed quite an unusual business model of selling just one type of cake originally and focused on the essence rather than flamboyant cover. Nothing superfluous, only essential. With a particular type of product and specially designed place where it is served Awfully Chocolate challenged the status-quo in the industry and disrupted it in its own way.