The Story of Sweetest Moments We have retold our tale many times over, but just like our favourite fairytales, we are never tired of recalling our fond beginnings with the gentlest smiles. Sweetest Moments was born from the humble needs of a first-time mother who requires the perfect baby’s full month package that comes with a fine balance between timeless tradition and that special personal touch, for she wanted only the best for her little one. After tirelessly searching high and low in the tropical concrete jungle of Singapore, she arrived to one simple conclusion; if nobody else was doing it, she would take it upon herself to give it her all for her child. Bravely stepping forth in 2005, she overcame her exasperation with creativity. Successfully establishing a cozy shop within Hougang Avenue 3, she welcomed her visitors with open arms as they flocked to her store with their various full month package needs. And the rest, as we say, is history. As her business flourished from its modest roots, the same mother continues to enliven every celebration, shifting into a roomier locale at BreadTalk IHQ to provide only the best for her customers. Her belief of celebrating, even the smallest occasion, is incorporated into every aspect of her business. From wedding packages to customised pastries for birthdays and corporate events, it is strongly reflected in Sweetest Moments’ tagline: “Let’s Celebrate!”