Sister trio bets on Fashion Fair taiyaki to support mother with cancer

Nummy Yummy opened in the Fashion Fair food court on Dec. 17. Photo by Ben Hensley

published on December 28, 2022 – 1:55 PM
Written by Ben Hensley

Fashion Fair’s food court got a bit sweeter this holiday season, introducing customers to the unique flavor of taiyaki — a Japanese pastry that comes in a variety of flavors and customizable options.

Nummy Yummy opened its doors on Dec. 17 inside Fashion Fair mall. Owned and operated by Cerena, Diamond and Sierra Lee, Nummy Yummy was founded to take the pressure off the trio’s mother, who last year was diagnosed with cancer.

“We wanted to work to get her off her job,” Cerena said. “There was a point in time where she had to return back to work even though she was still diagnosed.”

She said that following her mother’s diagnosis, Cerena and her two sisters brainstormed what they could do to help provide for their mom.

After discussing options including mochi donuts, the family decided on taiyaki — their father’s first dessert in the U.S. after immigrating to the country following the Vietnam War.

“It kind of holds a little bit of meaning to our family,” Cerena said.

Taiyaki — not to be confused with teriyaki — is a Japanese dessert that Cerena describes as having a “waffle-like,” crunchy exterior and a soft doughy interior. Taiyaki can be customized with various fillings and toppings.

Cold taiyaki is also available, coming in the shape of a cone. It functions as an ice cream cone that can also be customized with boba, sprinkles, Oreo crumbles and fruity pebbles.

The sisters eventually plan to add more customizable flavors and options, as well as other main dessert items, to the menu.

Despite not having a timetable for expansion, Cerena said the sisters hope the business finds traction and eventually expands.

“We’re eventually hoping to franchise if we can,” she said.

After sampling their product with family and friends, their Dec. 17 opening drew a fair amount of traffic to the store, with Cerena saying that their Instagram account — the primary form of marketing for the up-and-coming business — saw over 300 new followers.

Cerena said that as first-time business owners, the sisters hope to continue evolving into the business landscape and learn from their experiences.

“I just hope everyone comes and supports us,” Cerena said.