we_they (B-I-Y) pioneered an all-in-one shopping concept in Singapore which revolutionized the cake decorating industry by enabling everyone, from hobbyists and amateurs to cake artists and pastry chefs, to create customized cakes through providing the 3 basic elements – training, tools and ingredients for the cakes. As a result, B-I-Y has facilitated the development of a new industry of cake decorators which are outside of the traditional hotel and bakery providers.

we_they started by selling beautiful ready to use edible decorations to hotels and bakeries. However, so many hobbyists requested for these products that the we_they retail store in Singapore was established in 2005. Originally a small store specialising in cake decorating equipment, operating within a 1000 square foot ground floor of a shophouse, it soon expanded to occupy the second and third floors of the shophouse, It also started conducting intimate, personalized classes for regular customers. Within 5 years, we_they Course Centre has become Singapore’s foremost Wilton and PME authorized centre, conducting the world famous Wilton Method of Cake Decorating Courses and the PME Professional Diploma Course, as well as more than 40 popular decorating and baking courses. B-I-Y’s students and customers also started to extend to tourists from neighboring countries