Prox Coffee

Prox Coffee Prox Coffee @ Frasers Tower #01-04 (Open Mon-Fri)

Prox Coffee @ 36 Jalan Selaseh
(Open Everyday) Open everyday except Tuesdays)

Aroma Coffee @ Frasers Tower #01-04

Prox Coffee @ 36 Jalan Selaseh (NEW!

06/09/2026

LAST EPISODE of our new Unsolicited Counsel series with Florence from Rejoice Bakes ! I'm honestly really glad that we managed to condense a 1.5 hour conversation into 11 bite-sized episodes (ok some bites bigger than others đŸ˜†).

More importantly I'm super duper proud to see how far Florence has come on her journey in starting this bakery! If you visit her store today you'll see that it looks very different from this video. We'll visit her again and hopefully do a final video to show the changes but in the meantime please visit and support her at 16 Lim Tua Tow Road!! Parking is readily available so it's perfect for a quick and easy dessert pick up.

Comment below if you think I should do more Unsolicited Counsel videos! DM us if you want to be featured too!

01/09/2026

Lynn's stress levels: Yes.

31/08/2026

We start talking about Rejoice Bakes drinks menu! Beyond price, speed, volume of product and recipe proportions are all important considerations to the customer experience. Anything else you would consider important?

29/08/2026

[NOTE: Prices mentioned in this video were as of weeks ago before Rejoice Bakes opened. Check out her bakery for the latest prices!]

I'm passionate about small business owners not undercharging and undervaluing themselves and what they offer. Consumers who want small batch quality must be willing to pay for the manual craft and labour put into the bakes.

If a customer thinks that something that is mass-produced tastes better and is better value for money, by all means, they'll continue to buy from those places. But so long as Florence is putting her heart and soul into fresh bakes painstakingly produced in small quantities every day, there is an acceptable premium that she should be comfortable with charging. Customers who appreciate her flavours and service will be willing to pay. Personally I really do enjoy her giant cookies and madeleines!

28/08/2026

We established that having a distinctive visual identity extends beyond a brand name, and that physical spaces can be a real plus to passive ongoing marketing! Especially for a bakery hidden in a 24/7 laundromat! There's so much that Florence can potentially do, and fortunately time these don't require too much effort - just a lot of intentionality.

Follow along as we talk about PRICING next episode!

P.s. I'm not agitated, I'm passionate!!

28/08/2026

What's in a colour? Florence clearly likes pink (even her laptop is pink lol as noticed by my videographer), so why not make her personality and preferences part of her branding? I questioned the beige aesthetic and I'm glad to say if you were to pop by her shop now (open Tues-Sun), you'll see a lot more PINK!!! No more generic ChatGPT-coded beige! I also love the yellow smiley on her logo... and she incorporated splashes of yellow in her shop decor too!

We haven't found the time to pop back for an update shoot so if you're curious, you gotta visit her soon!

26/08/2026

Feeling stuck? My therapist was the one who taught me to just ask myself "what's the worst that can happen?". Believe it or not, that was the question that led me to taking over Aroma Coffee (as it was then known) and then eventually running two Prox Coffee outlets.

If when you seek to understand what's at stake, the risk often becomes a lot smaller than what you initially imagined. And then, there's a lot less to fear!

Follow us to continue listening in to our conversation as Florence figures out what's next!

25/08/2026

Irresistible...

23/08/2026

[UPDATE] Rejoice! Very shortly after this video was filmed, Florence has already taken steps to change her signboards and business name of her physical location to REJOICE BAKES! So what you see here in this video is just slightly outdated but we're posting anyway to share branding tips with other budding business owners!

What's in a brand name? Is your brand name "instagrammable" and easily searchable? Are you putting your brand name everywhere? So many things to think about!

21/08/2026

Florence was a little concerned that as opening a new commercial business in a physical location is more challenging and didn't want to risk her Rejoice Bakes brand name that she had built up as an HBB over the last 4 years. I explained to her how there really isn't much of an upside to doing that and that she should be more confident about her BIG, BRAVE step to upgrade Rejoice Bakes from a HBB to a commercially licensed business!

Genuinely, the more I talk to Florence the more I admire her guts, dedication, and passion. Not many people will dare to do what she did so I really applaud her!

Inspired? Support Florence and say hi to her at 16 Lim Tua Tow Road from Tues-Sun 10-6pm!

19/08/2026

"WHAT SHOULD I DO NEXT??"

Top question any new business owner has because there's just So. Much. To. Do! It's also not easy to just decide because of all the unknowns out there. Sometimes the solution is to stop listening to everybody's opinion, and to just take the next step that feels aligned.

Florence already wasn't sure about her branding, which is actually great gut instinct - next step is to act on it!

Is my suggestion to change her signs to Rejoice Bakes too extreme?? What do you think?

17/08/2026

UPDATE: Rejoice Bakes is opening for operations tomorrow!! Make sure you drop by 16 Lim Tua Tow Road to support! She's located at the back of TGH Socials!

Join us and Florence as we figure out the in and outs of transitioning from a home based business to a commercial business with a physical shopfront!

In this episode we start a conversation about her choice of brand names - make sure to follow both Prox Coffee and Rejoice Bakes, many more insightful episodes coming!

Address

182 Cecil Street #01/04
Central Region
069547

Opening Hours

Monday 08:30 - 17:15
Tuesday 08:30 - 17:15
Wednesday 08:30 - 17:15
Thursday 08:30 - 17:15
Friday 08:30 - 17:15

Telephone

+65 80878947

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