Nummy Yummy, which serves up Japanese deserts, moved from Fashion Fair to their own brick-and-mortar location last year. Photo by Ben Hensley

Two years ago, a trio of sisters introduced a new type of dessert to Fresno at Fashion Fair Mall, opening their business — Nummy Yummy — as part passion-project and partly to support their mother through her battle against cancer.

Now with a healthy mother and a year under their belts at Fashion Fair, the trio of Cerena, Diamond and Sierra Lee is six months into their business journey at a new storefront, hoping their revamped and more visible footprint leads to continued success.

Nummy Yummy first opened its doors inside Fashion Fair Mall in December 2022. Last year, the trio relocated to the corner of Cedar and Herndon avenues, taking the space formerly occupied by Geno’s To-Go, which closed its doors in 2020.

The trio spent about six months prepping the location, filling out paperwork and securing the needed permits before finally opening their doors last summer.

The remodel was a major undertaking. “We tore down the tiles, we tore down the walls, we tore down everything,” said Diamond. She noted the ceiling was the only part left untouched, with the entire process lasting about six months.

The team has seen an uptick in visibility, noting customers from their Fashion Fair Mall location and new customers alike are enjoying the sweet (and now savory) flavors of taiyaki — a Japanese, fish-shaped pastry dessert.

“We [have been] able to see both customers from back then and newer customers as well. It’s really nice to see that,” Cierra said.

The trio also noted a shift in sales patterns, noting that holiday traffic saw a spike in sales at their Fashion Fair location, but during non-holiday times, sales dwindled; they noted the opposite at their new location, with more customers coming in during non-holiday times.

Cerena, Diamond and Sierra added that their mother, who was diagnosed with cancer in 2021, is now in remission, with the trio continuing to help her financially.

“We’ve also been able to contribute to her,” Cerena said. “Obviously we want to do more but that’s a work in progress.”

And progress is what the Lee sisters hope the next year will bring, aiming to add more decor and personality to the store while, of course, continuing to expand the menu which has continued to evolve since the opening of Nummy Yummy.

Nummy Yummy’s new location is 6648 N. Cedar Ave., at the corner of Cedar and Herndon avenues. Nummy Yummy is open daily from noon to 8:30 Monday through Wednesday, and noon to 9:30 Thursday through Sunday.