About us...

At the heart of our cakes is a commitment to natural ingredients, ensuring each bite is filled with love, flavour, and wholesomeness. 

Our journey began in a modest galley kitchen in a cozy north London flat. Alex, our founder, started baking cakes with her cherished family recipes, and it wasn’t long before the irresistible aroma and taste of her creations began to captivate the neighbourhood.

Word spread quickly, and what started as a small passion project soon blossomed into a beloved local treasure. Demand started coming in across north London, with customers eagerly seeking out Alex's cakes for their exceptional quality. Our cakes found their way into several charming north London cafes and delis, becoming a staple for those who appreciate the true essence of homemade goodness.

As our customer base grew, we noticed something truly heartwarming. The same customers kept coming back, ordering our cakes for every special occasion in their lives - birthdays, anniversaries, and celebrations of all kinds. But it didn’t stop there. They began to order our cakes for no special reason at all, simply to enjoy the comfort and joy they bring to everyday moments.

This incredible loyalty and love from our customers have been the driving force behind our growth. We are honoured to be a part of your lives, adding a touch of sweetness to your cherished memories and everyday delights.

Join us in celebrating the beauty of true homemade cakes, crafted with care and the finest natural ingredients. Every slice tells a story of passion, tradition, and the simple pleasures of life.

Alex - Some people work out, others listen to music, or go out, maybe have a glass of wine - but for me, my ideal way to unwind and destress has always been to come home and bake.  I learned to bake from my Grandma, and it's my fondest memory from childhood.  I think there's a piece of that in our bakes.

Elliot - Brooklyn-born, I came to the UK about 10 years ago and have made London my home.  Funny enough, I never had much of a sweet tooth until I met Alex.  I would eat her cakes and bakes and think they were definitely delicious, but it was only after some time, when I started looking at other bakes out there, that I realized: I'd been spoiled, because her bakes were unbelievable in comparison! That's when I knew we had to get her baking out there.  So I'm passionate about sharing what I now know to be some of the softest and most delicious bakes.