With oven rack in center of oven, preheat to 350 degrees F. Grease and line square 8-inch baking pan with parchment paper.

Into medium bowl, sift flour, baking soda, baking powder, salt and cardamom.

In separate bowl, whisk together orange juice, orange zest, sweetened condensed milk, vegetable oil, and optional rose water until combined.

Slowly add dry ingredients to wet ingredients, whisking as you go.

Pour batter into lined baking pan and remove air pockets by tapping on the counter.

Bake for 35–40 minutes, or until the top is golden and a toothpick inserted comes out clean.

Let cake cool 10 minutes before running a knife along the edges and releasing the cake.

In small saucepan on medium-high heat, stir water and sugar with spatula until sugar crystals dissolve. Bring to a simmer and cook 2 minutes. Remove pan from heat and stir in honey. Set aside.

With toothpick or skewer, prick top of cooled cake all over.

Slowly pour honey syrup over the cake, using a spoon to spread the syrup as you pour.

Using a spoon, spread preserves over cake and sprinkle with coconut.

Using a serrated knife, trim outer ¼-inch of cake. Slice cake into eight 2 x 3.5-inch rectangles and serve.