The Malaysian dessert landscape has evolved rapidly over the past decade, but when The Accidental Bakers first launched in 2011, the scene was very different. Red velvet, lemon, and passionfruit-flavoured bakes were uncommon, and online dessert businesses were only just emerging. For co-founders Ee-Lyn Tan and Hazwan Yazit, what began as a shared craving for better bakes became a full-fledged entrepreneurial journey that has inspired many.
From Corporate Careers to Cupcakes
Before baking entered their lives, Ee-Lyn and Hazwan came from entirely different professional backgrounds. Ee-Lyn had built her career in advertising, journalism, and PR, while Hazwan had worked in sales, marketing, and headhunting. Despite having no prior experience in food entrepreneurship, the two friends were driven by their shared love of desserts and a desire to offer something they felt was missing in the local market.
In 2011, they gave themselves one year to try baking part-time. Weekends and evenings were spent experimenting in the kitchen while still holding onto their corporate jobs. But by late 2013, the demand for their products had grown to a point where they faced a decision: stay in the corporate world or pursue baking full-time. On April 1, 2014, they officially left their careers behind and embraced life as full-time bakers.
Building a Brand With heart
Their commitment paid off quickly. In 2015, a chance encounter led them to secure a central kitchen space in Sri Hartamas, which remains their home base today. As their popularity grew, so did opportunities. They opened their first physical store in Pavilion Elite, one of Kuala Lumpur’s busiest malls. Despite having no prior experience in retail setup, Ee-Lyn and Hazwan rolled up their sleeves and took on everything from wiring to staffing.
Staffing, in particular, became one of the toughest hurdles. Adhering to Pavilion’s 12-hour retail schedule was demanding, but the duo eventually found a dedicated team. “We strongly believe that if you take care of your team, they will take care of your customers,” Ee-Lyn shared.
In 2016, they launched a new concept—BROWNIESBAR, Malaysia’s first brownie-specialty store, offering over 10 flavors of the rich, fudgy treat that had always been their bestseller. Encouraged by the response, they expanded with a second outlet at The Gardens Mall.
A Return to Roots, and Eyes on the Future
As the pandemic reshaped consumer behavior, The Accidental Bakers saw a major shift in how customers preferred to order—online became the dominant channel. With high mall overheads and the efficiency of digital ordering, Ee-Lyn and Hazwan eventually chose to close their Pavilion and Gardens stores. Instead, they returned to their original model: pop-ups and direct-to-consumer delivery.
This strategic pivot has helped them stay agile and sustainable. They’re currently MeSTI certified, Muslim-friendly, and in the process of obtaining JAKIM Halal certification. Looking forward, they plan to open more outlets in key areas like downtown Kuala Lumpur and Subang while expanding deliveries into Singapore and exploring the Indonesian market.
Fourteen years after they first began baking in their home kitchens, The Accidental Bakers continue to blend passion with purpose. Their journey—one that started as a simple experiment—has become a story of grit, adaptability, and sweet success.
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