The birth of the Signature Heiraz Pineapple Tarts. That was the beginning of an era. The start of Heiraz. With a single product, word spread like wildfire through the Malay-Muslim masses, during Ramadhan period. 2004 came and more products were introduced. Fuelled by the passion for baking, Mdm Roszilah began her journey in seeking knowledge in various countries. Working with chefs and bakers along the years.
This was the first time, Heiraz expanded from a home-based business to a Hawker Centre outlet, in Tampines. Staying in that mini space for two years, up until 2011. Expansion was always in vision as Heiraz began to open up an outlet in the East. Catering to various companies, with premium desserts and hi-tea. It took a year to begin making a name out of this SME before going further up North in 2012. An opportunity to teach bakers of various descent was open, as Heiraz became the catalyst to catapulting the trend of Home-bakers in the Malay-Muslim Community.
This phase Heiraz had an expansion from a small room in Kembangan to a 600sqft space in Paya Lebar. And on the northern part, expanded to a 450sqft space in Yishun and then eventually to a 2000sqft space in Sembawang. There was rapid development as major brands forayed into partnership with Heiraz. Heiraz also had a major re-branding during this period.
In the first quarter of 2016, Heiraz bounced back with a micro-bakery and academy at its belt. Aiming to inspire others towards building their passion for baking. Heiraz also provides clean, wholesome and healthy desserts and baked goods, as we are responsible for what our customers consume.
Heiraz relocated to a bigger space at Bizhub 28. And currently a work-in-progress.