You know, sometimes I think back to where this all started, and it still feels surreal.

When I was about five years old, I had, and still have, the biggest obsession with Mister Maker, Cake Boss, Birdcage Bakery, and Disney. They shaped my imagination in ways I never even realized at the time. Mister Maker taught me to make things—no hesitation, no overthinking, just pure creativity. Cake Boss made me believe that the most surreal, life-sized cakes were possible. And Birdcage Bakery? They were the best in town. They taught me something I still hold onto today: quality over quantity.

And then, of course, there was my Ouma.

She loves to bake, and I was right there with her. I still remember those moments so vividly—standing beside her in the kitchen, baking chocolate cake, watching her make malva pudding and ice cream, Cremora tert, kaaskoek, wortelkoek, all the classics. Easter at my grandparents’ house was something magical. The smell of hot cross buns in the morning, marshmallow eggs, and speckled eggs scattered everywhere. And my Ouma, somehow, made the best breakfast before any of us even woke up. It was her way of showing love, and I guess, in many ways, I inherited that from her.

Looking back now, I can see how God was planting seeds long before I ever knew what AMAR would become. Through family, food, creativity, and community, He was gently shaping my heart for the life He had prepared for me.

And food? It is my whole world.

I grew up on bubblegum and cream soda, everything. Steri Stumpies, milkshakes, sweets, ice cream—you name it. And there was this one baking drawer at my Ouma's house in Pietermaritzburg. She hated it when I went through it, but I couldn’t help myself. It was like my own little treasure chest of baking magic. Now? I have a whole baking kitchen of my own.

Penning down these words, my heart dances with a symphony of emotions—joy pirouettes with gratitude, while introspection waltzes hand in hand with anticipation. It's a moment steeped in profound thankfulness for the love and inspiration that have been the compass guiding my voyage through the waves of owning AMAR CURATED. This journey, laden with challenges and triumphs, has been an intricate dance of creativity and determination, weaving together moments of inspiration with the relentless pursuit of excellence.

Lè Food Affair was my way of escaping into the food world — a way that felt fun, thrilling, and somehow perfectly fitting for a small business. 8 to 12 guests per night, 4 courses, wine, laughter, music, a live demonstration, and of course, a whole lot of food. No matter where we are in the business, it is always a highlight for me.

From that same spirit came my AMAR Roadside Bakery — something we host from home, and something I'd love to do far more regularly, if only life didn't have a habit of getting in the way. And a fun fact: this is how my entrepreneurial spirit started, selling things from my mom's cupboards at the side of the road. Both of these are rooted in the same thing: I love to serve and give. It is my love language, and it is exactly what I do at every single one of these events. Give, serve, and love.

See you there — follow my socials and check the website for updates.

@amarcurated || www.amarcurated.com

For those of you who haven't met me yet, here's a little introduction to get to know me better:

Hi, I'm Jaidan Reyneke. I love people above all and enjoy a good sense of humor—any reason to laugh is a good one. Though I have a dynamic side where I focus on getting things done properly, I also love to bake, cook, and be creative in the kitchen. I often joke that the kitchen is my second home.

I invite you into my world, where creativity is my first language. I balance my serious, persistent nature with fun and laughter, especially in the kitchen, which is a place that brings people together. Being creative and silly in the kitchen is my way of relaxing and finding peace.

As I got older, my world of inspiration only grew. I discovered people and brands that completely shaped the way I see life: JAN, Amy Kleinhans, Spoken Studio, Blõs Bakery, Pajamas & Jam Eatery + Bakery, and Christian Dior. They made me believe that all things are possible—that there’s no limit to what can be created if you’re willing to dream big enough.

And my love for baking? It wasn’t just something I picked up—it was something I chased. I learned from everywhere: YouTube, my Ouma, cookbooks, and chefs. Every new recipe and every new technique fascinated me. It made me want to do more, be better, and create something unforgettable. I started following chefs and bakers who completely changed the way I thought about food—Jan Hendrik van der Westhuizen, Kobus van der Merwe, Siba Mtongana, Matt van den Berg, Elmarie Berry, Bertus Basson, Khanyisa Malabi, Candice Bester, Carla Lalli, Claire Saffitz, Julia Child—the list goes on.

And then came Grade 5.

That’s when my teacher, Mrs. Sally-Ann, changed everything. She cared—not just in the way teachers do, but in the way that truly makes an impact. She was invested in my life, in my dreams, in what I was trying to build. She ordered the first-ever cakes from my little business, En Casa, which is now AMAR. That was six years ago. Can you believe that?! It was historic for me. One moment, I was just a kid who loved to bake, and the next? My cakes were out in the world.

And from there, everything just skyrocketed.

Now, I bake for people I deeply admire—Minki van der Westhuizen (MINKI), Portchie, Candice Bester, Dorette Potgieter, Therese Bam, Anita Lloyd, Lilli du Toit, and so many more. I get to do what I love every single day, at just 16 years old.

A teacher of mine once told us, "Strive for excellence." That simple phrase continues to shape how I work, create, and live. AMAR CURATED isn’t just a brand—it’s me. It’s the creativity, the late nights, the early mornings, the moments of doubt, and the overwhelming joy of seeing something come to life. It is a lifestyle.

As much as this story is about baking, creativity, and entrepreneurship, it is ultimately a story of God's faithfulness.

My relationship with Jesus, God, and the Holy Spirit is the foundation of everything I do. They guide my decisions, shape the way I serve people, and influence every part of AMAR CURATED. There have been countless moments where I have not known what the next step should be, and yet God has faithfully been a lamp to my feet and a light to my path. (Psalm 119:105)

Every opportunity, every door opened, every person I have met, every cake baked, every event hosted, and every dream fulfilled has been by His grace alone. None of this would be possible without Him. (Matthew 19:26)

While I am incredibly grateful for every achievement and milestone, I know that the glory does not belong to me. It belongs to God. He is worthy of all the honour, all the praise, and all the glory. I simply pray that through this business, my life, and the work of my hands, people would experience His goodness, generosity, beauty, and love.

This is about creating something that brings people together, serving people well, and stewarding the gifts God has entrusted to me.

And that? That is how it all started—and how it's going.

All my love,

JR X ❤️🌠

Soli Deo Gloria — To God alone be the glory.

AMAR CURATED with love & gratefulness, always.