chera amlag
photographer @ajwells
story
I’m a Seattle-based Filipina-American entrepreneur, educator, and culinary creative mama.
Born in Olongapo, Philippines, I immigrated with my family to America by way of the US Navy. After graduating from the University of Washington with a degree in Science and Psychology, I spent over a decade working in youth development, nonprofits, and higher education.
In 2014, I left my job as the Director of the MESA (Math, Engineering, and Science Achievement) Program at Highline College to pursue my next career as a self-taught pastry chef and founded Hood Famous Bakeshop. In 2019, Hood Famous Cafe + Bar opened in the Chinatown-International District, garnering a 2020 James Beard Semi-Finalist nomination and StarChef’s 2020 Rising Star.
journey
The Hood Famous ube cheesecake was born in 2013 during a Filipino pop-up dinner series I ran with my husband for 3 years in Beacon Hill, Seattle. Our popup was called Food & Sh*t
This journey of opening a food business has me questioning why I continue doing it, but if I’m being honest - I love it.
I love the challenge and thrill of the almost impossible. It is a well-known fact about the risk of opening a restaurant. About 60% of restaurants fail in their first year of operation, and 80% fail within 5 years of opening. This infuriates me; these odds need to change. And in this current reality, knowing your why is absolutely necessary to increase chances of success in this industry.
Everyone has a story. Varied stories, Valid stories. Mine is simple. I love serving people. Being able to make another human being happy, comforted, and feeling seen and heard fulfills me. If we can help make the world a better place too, that seals the deal. At Hood Famous, we call it Filipino hospitality.
Coming from a career where I served youth and students as an educator, it makes sense that my second career is in the hospitality and service industry. As a Philippine-born, US-raised immigrant child of the 80s, representing my culture and cuisine and unapologetically taking up space to uplift it sustains me as an entrepreneur. To do it alongside a passionate and talented team who can see themselves represented in their work is the cherry on the cake.
No Passport Required Season 1, Episode 1
Watch here
culinary creative
mama
In 2020, I stepped away from the day-to-day operations of my business. I began working as a Strategic Advisor for the City of Seattle Office of Economic Development to support small businesses recover from the covid-19 pandemic. While at the City, I designed and managed commercial affordability programs and awarded over 5M in small business support and technical assistance to local BIPOC and woman-owned businesses.
Outside of the business world, I work and collaborate on various projects that bring me joy. My most recent being an educational project with the Smithsonian Asian Pacific American Center (APAC). My most important work is raising my two boys.
Helping people build their dreams is creative to me. I write about small business resources and offer business coaching to micro businesses that are interested in their next step as an entrepreneur.
Chera’s childhood Sari Sari Store, 2020. Olongapo, Philippines
photographer @prometheusbrown.