Toko Lo
This time we focus our spotlight on Lola van Ruler, the enthusiastic owner of the Indonesian bakery: TOKO LO. Lola is a passionate baker with a huge love for Indonesian cuisine. In this interview she tells us about her passion for baking, her Indonesian roots and her dream to open her own TOKO LO store.
Fascinated by baking from an early age
"I've been fascinated with baking for as long as I can remember," Lola says. "I've wormed my way into the kitchen that my mother didn't want to share haha. And I've absorbed all the information I could get from my grandmothers and aunts."
Right after high school, Lola's baking career really started with the baker's training, working in a pastry shop and in patisserie. "It is my passion, my outlet and my ultimate form of caring. Action is my love language ." Lola is now a certified all-round pastry chef with more than 15 years of experience. "You automatically start at the bottom of the ladder. With assistant baker. Then on to the pastry chef training. Followed by the all-round pastry chef training."
Lola's passion for baking grew even greater when she lost her grandmother. "There was just a huge loss after the passing of grandma, and older aunts who don't bake much anymore at an advanced age. I think that at that moment I jumped right into the gap between nostalgia and desire. In doing so, I try to do my bit to preserve the Indonesian cuisine, even if it is only within our family. To guard and cherish it."
Lola's business grew rapidly due to her drive and passion for baking. "Baking from home, in addition to working in the bakery, eventually got so out of hand that it became a whole company. It also brought the family closer together."
The role of family
Family plays a big role in Lola's life and work. "At every birthday or family party it is also a hot topic and everyone shares their ideas for the shop. We also receive a lot of requests. It is safe to say that the shop has created a lot of fun."
Her grandmothers are a great example for Lola. "My grandmothers are huge go getters, icons. Who never gave up, who were not discouraged by negativity, budgets, wars. They inspire me every day to make the most of my dreams."
Lola likes to involve her family in her work. "Where the shop was also my distraction for all kinds of moments in life before it was work... I can now experience how nice it is to involve my mini family in this. From playing guinea pig, delivery guys to helping with sales at events. I am very grateful for their support and enjoy the pleasure they experience from this."
Creativity and relaxation
Lola likes the creativity the most about baking. "You can do so many things. But you can also stick to the framework of a recipe when you have a less energetic day."
Baking is also a form of relaxation for Lola. "The moment to focus, which makes all the noise around me disappear from the room. It becomes quiet in my head. When I'm restless, sad or feeling overwhelmed, baking is the only thing that can calm me down."
"When this became my day-to-day job, where I made Dutch and French recipes all day long, it became a bit tricky. It didn't feel like relaxation anymore. Then I took all of my grandma's recipes, the Indonesian recipes. On my days off I would bake from these and soon I was also conjuring up entire rice tables on the table. That this quickly got out of hand due to the enormous enthusiasm in my environment... well, I didn't really foresee that haha."
The power of Instagram
Instagram is an important marketing channel for TOKO LO. "I shared my whole life, my joys and sorrows, day in and day out. With short stories and lots of posts in the middle of the moment I experienced it. That has resulted in an incredibly loyal customer base. Who have gotten to know me, follow me and see me grow up."
A dream for the future
Lola's dream is to open her own TOKO LO bakery. "To open the first Indonesian bakery or catering business where I have enough workspace to scale up production, so I don't have to say 'no' anymore because of a busy schedule. And where my customers can visit me outside of events."
Challenges of entrepreneurship
Despite her success, entrepreneurship also has disadvantages for Lola. "The downside is sometimes the labor-intensive aspect. It takes a considerable toll on the body . That is often underestimated by someone who bakes something for fun on the weekend. It is very hard work."
Furthermore, the business side of entrepreneurship is not her strongest side. "I am a very enthusiastic person but actually really introverted. Which is why the business side sometimes feels so cold. I think I'll just bake all day long."
Lola has learned to overcome these challenges and grow her business. "I've been running a real business for 9 years now and I've grown so much. As a person and certainly as an entrepreneur."
Tips for Beginner Bakers
Lola has a few tips for aspiring bakers looking to start their own business:
- Take it one step at a time. Start small and build your business slowly but surely.
- Be patient. It takes time and effort to build a successful business.
- Believe in yourself. And don't be discouraged by setbacks.
Trends in the bakery world
Lola is not always a fan of the latest baking trends. "Trends make me squeamish. I can be quite a purist. Fusion is not my bestie. Baking is a science. Behind every recipe there is a story, a science, an experience."
The role of packaging
For Lola, the packaging of her products is very important. "It catches the eye and largely sells the product. The taste can be delicious, but if you stuff it in a boring plastic, nobody wants it."
She pays attention to various criteria when choosing packaging: "Colour, size and sturdiness are important. Airtight packaging to prevent drying out is key! I go over all the seams with transparent tape or wrap it extra in foil inside the pastry box."
"By providing the boxes with my own stickers with my company logo, a colorful ribbon and my personal cards, they fit in perfectly with TOKO LO."
And her favorite packaging? "Ohhhh I just melt for pink boxes . Everything looks nicer in them, doesn't it?!"
Fun facts about Lola!
- Enthusiast par excellence! Driven, caring and a huge love for everything related to baking.
- She really enjoys taking her family to all the special places the store takes her, but she likes it best at home with her dog Panter
- Because Lola's friends and family know about her love for baking, she now owns an impressive amount of baking books that she just needs to find the space for :)
- Lola's favorite pastry is.... "Apple pie!!!"