When I first designed our famous Alice in Wonderland cake, it wasn’t for a birthday party or a wedding. It was for Selfridges.

Our three-tiered Alice in Wonderland cake sat proudly across multiple floors of one of the world’s most iconic department stores. It drew so much attention that even Sandra Lee — the famed TV chef — shared a photo and gave a very roundabout critique of its price.

One of my favourite quotes is by the philosopher John Ruskin:

“There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man’s lawful prey.”

I come back to this quote often, especially when people question our pricing or compare us with cheaper alternatives. Of course there are competitors — but we can’t compete on price when we won’t compromise on quality. Using the ingredients we use, decorating at the level we do, and offering free cake delivery across London and Surrey is simply… expensive. And that’s okay.

Fast-forward seven years and our Alice in Wonderland cake is a certified classic. We’ve made hundreds — for birthday celebrations, weddings, corporate events, you name it.

Three layers of red velvet hero sponge, striped blue-and-white Swiss meringue buttercream, chocolate ganache drip, a chocolate teapot and teacups filled with salted caramel ganache “tea”, macarons, hand-piped roses, fondant toadstools, and edible playing cards. It’s maximalism with manners.

And customers still love it just as much. We received two gorgeous Google reviews last week:

Our Alice cake has been copied countless times. Local bakeries have made cheaper versions. Years ago, that used to sting — I was precious about my designs. Now? Truly not bothered. Because people who value the craftsmanship, ingredients, and storytelling behind our cakes will always come to us. And those who only want the cheapest version… well, they were never really our people anyway.

Lots of love,

Reshmi xoxo