Chloe Lee, Leonard Teng & Alfred Low

They didn’t just age cheese, they matured a whole new market with it. Chloe Lee, Leonard Teng, and Alfred Low are the trio behind Cheeselads, a homegrown brand redefining how Singaporeans experience artisanal cheese. What began during the COVID-19 lockdown as a humble cheese platter delivery venture has grown into a full-fledged cheese shop, restaurant, and import business, bringing in over 100 cheeses and aging them in-house.

Their goal? Make good cheese less intimidating and more inclusive, especially for first-timers. By curating bold yet approachable selections and building experiences around discovery, Cheeselads has helped shift local perceptions of what cheese culture can look like.

Their biggest learning curve was letting go of assumptions. In a constantly evolving F&B landscape, the team embraces a mindset of unlearning, learning, and relearning especially when adopting new tools like AI to streamline operations and enhance customer experiences.

The leap from retail to restaurant was their biggest risk but it became the bridge that turned Cheeselads into a full-sensory brand, where food, story, and community come together.