Shella Meiliza (32 years old), affectionately known as Bu Shella, is an accomplished alumna of the 2018 Baking and Culinary Class organized by Yayasan Inspirasi Indonesia Membangun (YIIM) in collaboration with PT Insight Investments Management (INSIGHT). This vocational initiative is closely aligned with the United Nations Sustainable Development Goal (SDG) 1: No Poverty, aiming to cultivate self-reliant micro-entrepreneurs capable of lifting their families into sustainable financial stability.

Today, Shella lives with her 9-year-old son in a rented home in Sawangan, Depok. Her daily routine centers on taking her child to school and running her home-based culinary enterprise with disciplined craftsmanship.

Restoring Self-Confidence and Igniting Micro-Enterprise

Prior to participating in the training, Shella ran a small food sideline, accepting occasional baking orders once or twice a week. She harbored doubts about her business potential due to a lack of formal training. An opportunity arose when a close friend encouraged her to enroll in the vocational baking training held by YIIM and INSIGHT. Upon graduating, Shella received productive capital assistance comprising a digital kitchen scale and an Oxone heavy-duty dough mixer.

"I was so thrilled and deeply grateful; it felt like a blessing. At first, I was simply invited by a peer, but providence connected me with YIIM, who provided genuine support. The training revitalized my confidence. Meeting new people and seeing young individuals start their own businesses reignited my passion to build my own enterprise. To this day, I remain thankful to YIIM and INSIGHT," Shella recalled with emotion.

Equipped with fresh competencies and baking equipment, Shella relaunched her culinary brand under the name "Dapurnya Zee". She offers a wide variety of fresh pastries and cakes starting from Rp 2,500 per piece. Her business operates via a pre-order model secured with down payments. Promotion is carried out through word-of-mouth recommendations, community WhatsApp groups, and Instagram, attracting neighborhood clientele as well as online patrons.

Today, orders arrive on a daily basis. Shella generates a gross monthly revenue ranging from Rp 3,000,000 to Rp 5,000,000, netting a reliable monthly profit of Rp 1,000,000 to Rp 3,000,000. She has systematically reinvested her earnings to purchase baking tools, expand production capacity, and place her baked goods on consignment in a local cafe.

Single Motherhood: Resilience in the Face of Adversity

A major family transition tested Shella's resolve when she became the sole breadwinner for her household. Faced with the responsibility of providing for her young son, she resolved to turn her baking sideline into her primary source of livelihood.

"I felt overwhelmed and anxious, wondering whether I could pull through. But the reality of our needs meant I had to persevere. I resolved to transform my cooking passion into a viable livelihood. Having majored in culinary arts during vocational high school (SMK), I realized that with determination, I could rebuild my life around this profession," she explained.

To stay abreast of market trends, Shella actively participated in baking demonstrations and studied confectionery techniques, continually refining her menu as demand increased.

Product Innovation: School Catering and Lunch Boxes

Shella demonstrated entrepreneurial versatility by expanding into catering services. The initiative was inspired by her son's birthday, when she crafted creatively packaged yellow rice (nasi kuning) bento boxes. The presentation caught the attention of fellow school parents, prompting a flow of daily lunch orders. Capitalizing on this demand, she launched balanced school lunch boxes featuring rice, proteins, vegetables, and dessert (fresh fruit or jelly) priced at Rp 15,000 per box. She routinely prepares between 6 and 30 meal boxes daily on a pre-order basis.

During festive holiday seasons such as Eid al-Fitr, Shella expands into festive savory dishes including ketupat sayur (compressed rice cakes in spiced vegetable curry). Concurrently, her savory pastry line—especially artisanal stuffed risoles—has secured consignment placement in cafes. She also fulfills custom orders for choux pastries (kue sus), sponge cakes (bolu), and pastels, with order values ranging from Rp 2,000 to Rp 100,000.

Shella is deeply thankful that her culinary business secures their daily necessities and supports her son's educational journey. Looking ahead, she dreams of opening a dedicated brick-and-mortar bakery where she can showcase her creations while collaborating with fellow micro-entrepreneurs.

Reflecting on her journey, Shella shared her appreciation for YIIM and INSIGHT: "My sincere gratitude to YIIM and INSIGHT for delivering this transformative training. I hope these vocational classes continue regularly and that alumni remain actively involved in YIIM and INSIGHT's ongoing community empowerment initiatives."

Culinary enthusiasts interested in sampling homemade pastries or ordering school catering from "Dapurnya Zee" can connect via Instagram at @dapurnya_zee or contact customer service directly at 0812-8277-0262.

Salam Inspirasi!