I cannot explain how excited I was to collaborate with such a huge heritage brand in patisserie. Patisserie Valerie was founded in 1926...NINETEEN TWENTY SIX! That's generations and generations before I was born. I'm really pleased that they've got a new lease of life via new management and their incredibly talented team. I couldn't be more happy to be part of their epic journey to reclaim their spot in people's hearts (and bellies) as their favourite patisserie parlour. Brand new branding, beautiful new packaging, brilliant team (plus me), and banging new patisserie!
Over the summer, I was sketching, dreaming, breathing and churning out samples of eclairs, tarts and cheesecakes. It was a long-winded and demanding process, but one that was SO fun. Some sketches were left on the drawing board (like the sexy Gianduja tart...but never say never!), and some went forward to be tweaked and perfected.
After trialling and testing the new recipes the team are finally ready to unveil the new patisserie menu. They are launching in all Patisserie Valerie stores nationwide on the 11th of November. To see my vision brought to life on such a large scale so beautifully is such a proud momma moment.
Patisserie Valerie hosted a fancy launch party to celebrate our collaboration at the Groucho Club. We made a date night out of it so I put on my gladrags.
I also went to town on the contouring and strobing and whatever the cool kids do these days to their faces cuz I needed to feel as good as the desserts look! Attending the launch party felt like a movie premiere where my babies were the stars of the show.
I was asked by the journalists and bloggers there about how proud I felt of the range. I said, "It's incredible, a real pinnacle point in my career seeing products I designed launched across the whole country". What I really wanted to say was that it was probably the most pride I have physically felt and will remember. Even more than when I had my actual baby considering how fuzzy-headed I was under all the gas and air and all-sorts at the time.
It was surreal watching the reactions of guests biting into miniature versions of the desserts. I hope the miniatures make it onto their new afternoon tea menu because they are SO CUTE.
The cakes looked great on display and looked even better in their brand new packaging.
Thank you so much for your lovely messages of congratulations and support :) I can't wait for you to tuck into them SO VERY SOON!
Lots of love,