Xiao-Ly Koh, chef and founder of Xiao by Crutz patisserie in Petaling Jaya takes us behind the scenes of building a 14-year pastry career in Malaysia.

From early online sales on Facebook to a flagship store, she explains her love for French pastry and everything crusty!

She cites how the French have a philosophy about “garnishing with a purpose”- how every decoration should add texture and flavour, not just look pretty.

She explains how she educates customers about French pastry, balances artistry with business, and uses seasonal menus, inspiration and beloved characters from Studio Ghibli and local ingredients to keep things fresh.

Social media, especially Instagram, has amplified her brand, but she emphasizes that word-of-mouth remains the strongest marketing tool. There’s a powerful message here for entrepreneurs: craft with care, learn from feedback, and build a legacy.

What you'll learn:

• 00:00 – Xiao-Ly, chef and founder of Xiao by Crutz patisserie and her journey to a flagship store.
• 02:00 – Defining roles: chef first, entrepreneur second; navigating multiple hats including content creator
• 04:30 – What is French pastry? Textures, garnishing with a purpose, and visual appeal.
• 08:30 – From education to trust: introducing customers to French pastry and expanding the menu.
• 12:00 – Marketing with stories: themed collections (Ghibli, kopitiam, local holidays) as differentiators.
• 16:30 – R&D in a small team: collaboration with staff, testing flavors, balancing trends with core offerings.
• 20:00 – Instagram as a visibility tool, but not the entirety of the business and how to differentiate which trends to follow (or not)
• 23:00 – Burnout, resilience, and the long game, pacing, legacy over quick growth.

3 big takeways:

• Craft and commerce can coexist: treat your artistry as a business asset by educating customers and balancing novelty with reliability.
• Garnishing with a purpose matters: visuals should complement flavor and texture, not just decorate.
• Build for longevity: balance ambition with sustainable systems, and focus on word-of-mouth and quality as your strongest growth engines.

For the full show notes, visit WomenpreneurAisa.com

This episode is sponsored by Redbox Studio.