Founded by artiste Jaime Teo and former radio DJ Daniel Ong, Twelve Cupcakes was sold in 2016 to India’s Dhunseri Group for 2.5 million.
The local bakery brand Twelve Cupcakes has reportedly halted its operations after being placed into provisional liquidation on October 29, as announced in a notice on its website’s homepage.
What began as Jamie Teo’s simple passion for baking quickly blossomed into a thriving business when she and her husband opened the first Twelve Cupcakes outlet at United Square.
Their arrival marked the beginning of Singapore’s cupcake craze — suddenly, cupcakes were everywhere, and Twelve Cupcakes was selling out daily.
The brand’s success was impossible to ignore. People adored not only the couple’s picture-perfect partnership but also their irresistibly moist, beautifully frosted cupcakes. They popularised the now-iconic Red Velvet Cream Cheese Cupcake — complete with its signature heart-shaped topper — a design so beloved that it continues to inspire countless imitations today.
With rapid expansion and growing queues at every store, it didn’t take long for Twelve Cupcakes to sweetly take over Singapore’s dessert scene.
Truth to be told, the writing was on the wall for the brand ever since it was sold. The hype was gone and there wasn’t much fanfare over its cupcakes like before.
Good bye to one of the most iconic local cupcake brands in Singapore.
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