We blinked — or at least it feels like we did — and suddenly it’s been ten whole years. A full decade. Wild.

Actually, that’s a lie. We didn’t blink. If you’ve been with us since the early days, back when I was baking tiny trays of macarons in our cramped Notting Hill kitchen and uploading them with the enthusiasm of someone who very much didn’t know what was coming next, you’ll have seen every trial, wobble, win, and wonderfully chaotic moment. I still decline most interview requests because they always want the same story: how we became one of London’s best bakeries making some of the best cakes, how we ended up supplying Selfridges, how the celebrity orders rolled in (minus Steps — they remain stubbornly uninterested). And while it’s meant to be a humble brag, I find revisiting the early years…painful. So many mistakes, dud investments, and hard lessons learnt the painfully slow way. It wasn’t glamorous then and it still isn’t glamorous to recount now.

Our first ever website launched in early 2012.

We grew from just me, piping macarons in my little kitchen, to a team of 18 in a production unit with a shop front. At the time we thought we’d “made it” because we were so much bigger. Except we weren’t bigger — we were bloated. Since then, we’ve trimmed back, right-sized, sharpened up, and focused on what actually matters: making joyful cakes and giving genuinely good service. And honestly, I’m enjoying baking more now, ten years on, than I did back then.

Website now!

I always knew our old Christmas cake collection was…well…embarrassing. It was the result of a tired baker with zero headspace, weighed down by the stress of running a bloated business. I grabbed some golden chocolate spheres and macarons, stuck them on a cake, and called it the Christmas Bauble Cake. It was cute-ish, but certainly not something I’d brag about.

Clients would send strict briefs, I’d skim trend reports, and I’d assemble cakes on tight budgets that never really felt like “me”. For years our Christmas range just sat there looking sad and uninspired.

But enough was enough. Ten years is far too long to feel Grinch-adjacent about your own cakes. So this year I ignored briefs, ditched Pinterest, forgot “trends”, and baked purely by instinct. The result? Our brand new Christmas Cakes collection — and I am completely smitten with these first three.

Before we go any further, a quick apology: the styling in these photos is…questionable. I bought the cheapest balding tinsel and some bargain star lights which, in my mind, were going to look whimsical and charming. Except I forgot the batteries, got annoyed, snapped the battery compartment, and now they’re just decorative deadweights. Bah humbug indeed.

But the cakes! Oh, the cakes.

This Disco Santa cake is exactly how I imagine myself at any festive party: collapsed in a joyful heap, surrounded by biscuits.

And despite the dead fairy lights, I’m utterly charmed by this Christmas Tree cupcake cake. I have no idea how cupcake-cakes became one of our signature styles, but giving it a festive glow-up felt completely natural.

And finally, my favourite: the glow-up of all glow-ups — the Christmas Bauble Cake. It’s cuter, cleverer, and frankly a little outrageous with its gold macarons and peanut butter cups. I adore it.

Thank you for reading. We’re gearing up for Christmas crunch time, but we’ll absolutely find a moment to get dressed up and celebrate TEN FREAKIN’ YEARS. Madness.

Love, Reshmi xoxo

If you’re feeling festive and in the mood for something delicious, take a peek at our full cake collection — perfect for celebrations, gifting, or just because it’s Christmas.