How Four OFWs in Dubai Built a Cake Empire from Scratch
How Four OFWs in Dubai Built a Cake Empire from Scratch
Four overseas Filipino workers in Dubai turned a shared passion into a thriving business. Jay Esqueta, Delia Rubios, Chrissie Asuncion, and Carla Castro arrived in the UAE between 2005 and 2018, seeking better careers and futures for their families. Their friendship, built on common struggles as expatriates, eventually led to the creation of Jaysiedel Cakes in 2018.
Jay Esqueta had spent nearly ten years baking cakes for friends and family before turning his hobby into something bigger. Chrissie Asuncion saw his talent and encouraged him to sell his creations more widely. Together with Delia Rubios and Carla Castro, they launched Jaysiedel Cakes while still working full-time corporate jobs. Starting with little capital, they balanced long hours between their day jobs and the new business.
The group drew inspiration from the UAE’s culture of discipline and high standards. Dubai Municipality’s strict food safety regulations pushed them to refine their processes, ensuring professionalism and quality. As the business grew, they made a point of supporting their employees, even paying full salaries during slower periods. Beyond selling cakes, the team wanted to give back. They partnered with Filipino community groups to offer free birthday celebrations and cake-sharing events. These initiatives aimed to spread hope and positivity among fellow expatriates facing similar challenges.
What began as a small baking project among friends has grown into a recognised business in Dubai. The four founders remain committed to their values—quality, professionalism, and care for their employees. Their story reflects the determination of many overseas workers building new lives while supporting others along the way.
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