We recently connected with Amanda Chitarra and have shared our conversation below.

Hi Amanda, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

Gulung Bakehouse began its journey in 2021, shortly after my husband and I moved to a larger apartment. This new space gave me the opportunity to rekindle my love for baking—a passion I had to set aside for nearly six years due to the limitations of our previous, smaller home, with no oven. With a renewed sense of creativity, I started experimenting with various recipes: cookies, brownies, pound cakes, and more. Then one day, I stumbled upon a recipe for decorated roll cakes. While the original design featured a simple polka dot motif, I decided to adapt it with something close to my heart: Indonesian batik patterns.

The first attempt wasn’t perfect, but it was charming enough to catch the attention of my family and friends. They were ecstatic, encouraging me to pursue this unique idea further. The response was so enthusiastic that it sparked the idea of creating a small business centered around these beautifully crafted roll cakes, infused with Asian-inspired flavors and adorned with intricate batik designs. To my knowledge, no one in Los Angeles was doing this yet, and I saw an opportunity to introduce something fresh and culturally meaningful to the market.

The first step was to refine the recipes. While the batik patterns were an essential visual element, I also wanted the flavors to reflect my Asian roots. Pandan and ube became Gulung Bakehouse’s inaugural flavors, as they are both beloved in Asian cuisine and offered a distinctive, aromatic profile that complemented the artistic presentation of the cakes.

Next came the branding. I wanted a name that was simple yet meaningful. “Gulung” means “to roll” in Indonesian, which perfectly described the product and also carried a symbolic message of perseverance and moving forward in life. The name encapsulated everything I wanted the brand to represent.

Starting a business, however, involved much more than just baking and naming. I was fortunate to have a mentor, Agung Wimbo of Good Vibes Society, who generously shared his knowledge and experience. He guided me through crucial steps like designing a brand identity, participating in pop-up markets, and navigating the process of obtaining the necessary permits and licenses—all of which were new territory for me.

We decided to begin with a pre-order model, offering our cakes to family, friends, and acquaintances. This approach allowed us to start small while balancing our day jobs with this new venture. Gradually, as we gained confidence and momentum, we expanded to participating in local pop-up markets. These events became a cornerstone of our growth, providing opportunities to connect directly with customers and build relationships with other vendors. There’s something truly special about seeing people’s reactions when they discover our cakes for the first time.

Of course, the journey has had its challenges. Setting up the necessary permits and licenses was a steep learning curve. It required meticulous attention to detail, and navigating the bureaucracy for the first time felt daunting. Similarly, pop-up markets came with their own set of hurdles—from acquiring all the essential display items to identifying the right events that aligned with our target audience. Even now, finding the best markets remains a work in progress. But that’s the nature of business: it’s a continuous learning process, and every challenge is an opportunity to grow.

One of last year’s most meaningful highlights was collaborating with Bone Kettle, a beloved restaurant that shares a passion for celebrating Indonesian flavors. Together, we created a special batik roll cake featuring classic Indonesian flavors of pandan, ginger, coconut, and jackfruit, called Es Cendol Batik Roll Cake. Seeing it now offered as a dine-in dessert option at Bone Kettle fills me with immense pride, as it represents not just a partnership, but a shared commitment to honoring and showcasing our rich culinary indonesian heritage.

Reflecting on the journey, I’m incredibly proud of how far Gulung Bakehouse has come. What started as a creative spark has blossomed into a business that not only brings joy to our customers but also allows me to share a piece of my heritage through food. And while there’s always more to learn and improve, I’m grateful for every step of the way, and I’m excited to see where this journey takes us next.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Amanda Chitarra, an Indonesian singer, music teacher, and baker based in Pasadena, CA, and the founder of Gulung Bakehouse. Our home bakery specializes in decorated roll cakes adorned with intricate Indonesian batik patterns and infused with flavors like pandan, ube, coconut, mango, durian, and matcha to name a few. Each cake is a celebration of my Asian and Indonesian roots, and we also love introducing exciting additions to our menu every once in a while to keep things fresh and exciting. Whether you’re celebrating a special occasion or simply indulging, our cakes are crafted to create meaningful moments. To explore our offerings, follow us on Instagram @gulung_la or visit our website. The easiest way to place an order is by sending us a DM.

Where do you think you get most of your clients from?

Our best source of new clients has been word of mouth and social media, especially Instagram. Happy customers love sharing their experiences, and our posts showcasing the cakes’ intricate batik designs and unique flavors attract a lot of attention.

Pop-up markets, however, have been the most impactful. Events like the Long Beach Ube Fest are fantastic for meeting customers, sharing the story behind our cakes, and building connections. It’s always exciting to see people discover our creations and appreciate the artistry and flavors we bring to the table.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

We’ve built our reputation by focusing on quality, creativity, and authenticity. Every cake we make is handmade from scratch showcasing the intricate batik patterns using unique flavors like pandan, ube, coconut, mango, durian, and matcha. People really appreciate the attention to detail, and it’s what helps us stand out. Plus, we love working on custom designs, which lets our customers bring their own creative ideas to life.

Consistency has been key too. Whether it’s through our Instagram posts, pop-up markets, or pre-orders, we always aim to deliver something special. Sharing the story behind our cakes and celebrating the cultural significance of what we do has helped us connect with our audience in a meaningful way. It’s this genuine connection that’s built trust and loyalty over time.

Contact Info:

• Website: https://gulungbakehouse.square.site/
• Instagram: https://www.instagram.com/gulung_la/