How Four OFWs Built a Cake Empire in Dubai While Working Full-Time
Four overseas Filipino workers in the UAE turned a shared passion for baking into a thriving business. Jay Esqueta, Delia Rubios, Chrissie Asuncion, and Carla Castro launched Jaysiedel Cakes while juggling full-time jobs and limited funds. Their journey began with a simple idea—selling homemade cakes to spread joy in their community.
Jay Esqueta had baked cakes for friends and family for nearly ten years before Chrissie Asuncion encouraged him to expand in 2018. Together with Delia Rubios and Carla Castro, they formed Jaysiedel Cakes, naming it after their first initials. The group had arrived in Dubai between 2005 and 2018, each seeking better opportunities while adjusting to life abroad.
Balancing corporate careers and strict regulations, they faced hurdles in Dubai’s competitive cake market. Despite financial constraints, they prioritised their employees’ well-being, even during tough periods, by maintaining full salaries. Their bond grew stronger as fellow expatriates navigating similar challenges. Inspired by the UAE’s high standards, they focused on quality and responsibility. To give back, they launched free birthday celebrations and cake-sharing events with Filipino community groups. These initiatives aimed to uplift spirits and foster hope among others facing hardships.
The friends credit their success to patience, hard work, and faith, urging others in the UAE to stay determined. They prove that perseverance, even with modest beginnings, can turn a passion into a meaningful business. Their story reflects both resilience and the power of community support.
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