Reach out to us on WhatsApp
+92 300 2104952
Our Story
If You Like Cheese is a true “borne out of love” story. Babar and Zahra, husband and wife who met each other at LUMS, started the brand from their home while working full time corporate jobs. Zahra worked in advertising as a Strategist, Babar as a banker.
In 2020 during COVID, on a slow day working from home, Zahra made a cheese cake for herself and sent some slices to friends and acquaintances nearby. They called her back in shock and awe of how good the cake was.
IYLC had officially started!
Can we order a full cake, are you taking orders for this?
Sure, why not
What should I name the cake? I need a name that’s memorable
How about the No Nonsense Cheese Cakes?
The NNCC had been born! And the rest, as they say, is history. Zahra and Babar started off with 4-5 orders a week, using their evenings to make cakes with their home oven - she would make the batter, he would make the bases. How it snowballed from there, they never fully understood. Today, IYLC has served the No Nonsense Cheese Cake to 1000s of customers. It is, in essence, a story of love, passion and labour of love.
Babar started working on his pizzas as well during this time as a passion project. A trip to Italy in 2018 had left him in awe of Italian cuisine as well as Neapolitan Pizzas in general. There was something about the freshness and simplicity of their ingredients that really stayed with him. He came back, got a brick oven made at home and did trials for years before launching the pizza side of the business. From sold out food festivals to smaller scale home events, IYLC catering is available for all types of events!
In 2022, Zahra was diagnosed with stage 2 breast cancer. After rounds of very harsh treatments, she was cancer free in 2023 and started rebuilding her life and the business with immense courage and vigour. As Zahra and Babar poured love into their business as two proud parents would on their baby, Zahra relapsed and was diagnosed with stage 4 cancer in 2024. Zahra lost her battle to breast cancer in July 2025, she was 33. She was the most inspiring person one could have met. Bold, talented, beautiful and the brightest star, she was the engine, heart and soul of this brand, and Babar takes her vision forward as his own today. She wanted the brand to rule the country and then the world someday, and it will!
A cause close to our hearts
From the time she was first diagnosed to her last breath, Zahra advocated against the disease by not just talking on different platforms but also by supporting Shaukat Khanum Memorial Trust hospital by helping raise money for them. IYLC continues to take this forward even after Zahra’s passing.
Our Moments
