Rewarding our loyal customers is never straightforward. We keep a very close eye on cost control, so choosing to go above and beyond in an industry infamous for razor-thin margins is no small gesture.

But we also know the true value of those who return to us time and again. Many have celebrated countless birthdays with our birthday cakes, recommended us to friends, family, colleagues, and trusted us with life’s big moments — weddings, baby showers, and kids’ birthdays. A huge portion of our growth over the last decade has come from returning customers — a fact I’m quietly (and loudly) proud of. Last year, our returning customer rate hit its biggest increase yet at 27%.

The cake and confectionery world is fiercely competitive, and as a luxury maker, we simply can’t compete on price. Instead, we compete on what we offer: consistently high-quality products and genuinely warm, efficient, empathetic service. It’s what keeps people coming back — and what motivates us every single day.

Word of mouth has always been our strongest form of marketing. As a small business, we don’t invest in advertising, and my feelings about “influencer marketing” are well-documented. So our focus has always been — and will always be — on the people who support us: our customers.

Ultimately, it’s our customers who’ve helped us build what we are today, and it feels only right to give back where we can.

Our 7 Customer Reward Strategies

1. Feedback

After every cake order, we personally reach out to ask about taste, texture, service, and delivery. As a thank you for taking the time to respond, we offer a discount voucher for a future order.

2. Free Delivery

We offer complimentary delivery across most of Greater London, Berkshire, and Surrey. It’s a direct cost to us, but one we happily shoulder — because choosing us over others should feel rewarded.

3. Personal Delivery Service

While we’re still hunting for the perfect tracking app, our in-house driver sends a personal text each morning with your delivery ETA. A small gesture, but one that makes the experience smoother for customers.

4. Referral Reward

When a customer sends someone our way, we send the referrer a discount voucher as a quiet but heartfelt thank you.

5. Bespoke Cakes

We’re always more inclined to take on bespoke designs for returning customers who understand our craft and trust our standards. As an artist, it’s a real joy to create something special for someone who values the extra effort.

6. Complimentary Cake Messages

Every order includes a handwritten chocolate message plaque — a tiny detail, but one that makes each cake feel personal and thoughtful.

7. Complimentary Cake Sparklers

We include celebratory sparklers with our cakes because the little touches often create the biggest smiles.

Rewarding customers doesn’t have to be extravagant. Thoughtfulness — offered freely and without expectation — goes a long way. It’s helped us build genuinely lovely relationships over the years, and it’s a privilege to bake for people we’ve come to know and cherish. That’s the kind of business I want to run.

If you’re a fellow business owner, I hope this sparks a few ideas for nurturing your own customer relationships. And to our loyal customers: thank you. Seeing your names pop up again always makes our day. To those yet to try us — I hope you can feel how personally invested we are in every bake.

Love, Reshmi xoxo

If you’re celebrating something special soon, explore our handmade cakes — crafted with care for every occasion.