Chedette started the business after she graduated from the University of the Philippines-Diliman with a Hotel and Restaurant Management degree in 1973. It was mainly a baking business offering personalized cakes for customers. The cakes were made at the home of Chedette in Greenhills, Mandaue City. She continued the business even after she got married and transferred to Parian in 1979. Her home in Parian served as her bakeshop.
When a space became available at Myra’s Pension House along Escario Street, Chedette took a leap of faith and opened a store at the location. The owner of the pension house offered the space to her after getting to taste her products. She invested PHP100,000 to set up the store. She also hired a baker, a cake decorator, an ovener, and two sales staff. The outlet at Myra’s Pension House operated like a bakeshop offering cake slices to its customers. Chedette added that they also accepted orders for cakes for special occasions, like birthdays and weddings.
Another blessing came in 1994 with the opening of Ayala Center Cebu. The mall offered space for her and she considered it a good location to promote the brand. When they opened the Ayala outlet, the Escario outlet was closed. The Ayala location was initially operated as a retail outlet before it eventually became a café where customers can hold get-togethers or meetings while enjoying the products of Chedz. A production area along Salinas Drive in Lahug, Cebu City was also opened. They baked their cakes at the Salinas location, which also became the commissary for the other business of Lola Pureza.
The bakeshop started off as a one-woman operation and it eventually grew into a shop with 15 employees. Now it is among the most sought-after designer cake brands in the market. Cecille Anne, daughter of Chedette, took over operations in 2007. Chedette is already based in the United States and would typically return to the Queen City of the South for vacations. Even though she is already retired, Chedette continues to bake cakes in the US and even accepts orders.
Customers who tasted the products of Designer Cakes by Chedz have nothing but praises for the brand. One customer said “they created my dream cake and it was better than I imagined.” Another customer recommended the brand to anyone looking for custom cakes for special occasions. One customer simply said the cakes were “so yummy and amazing.” In fact, customers who have migrated to other countries would normally look for the products of Chedz each time they come back home. This simply demonstrates the popularity of the brand in the market. It also reflects the slogan of Designer Cakes by Chedz, which is “Basta Chedz Lami Jud!”