It was an ambition of mine from a very young age to run a baking company, so at the end of my maternity leave seemed like the ideal time to start. After making my own wedding cake — and seeing how much people loved it — I finally found the confidence to turn that lifelong dream into Emily B’s Cakes. What followed was a journey full of lessons, resilience and growth, which ultimately led to Business of Cake — the place I wish had existed when I first started my own cake business.
From Wedding Cake to Cake Business
Twelve years ago, I made my own wedding cake.
Seeing everyone enjoy something I’d spent hours — actually, days — creating gave me the push I needed to finally start my own cake business.
(Side note: I also did the flowers and had a six-month-old baby at the time — and I definitely wouldn’t recommend doing all of that in the run-up to your wedding!)
Five months later, Emily B’s Cakes was born.
I’d always been business-minded. I had a strong corporate career and a business degree behind me, so I didn’t doubt my ability to run a business. But what I quickly discovered was that running a small cake business from home is a completely different challenge.
The Early Days of Emily B’s Cakes
When I launched Emily B’s, I wasn’t short of orders. I took on every cake that came my way — weddings, birthdays, novelty cakes, cupcakes, anything. The enquiries kept coming, and on the surface, things looked great.
But behind the scenes, I was struggling.
Pricing was difficult. I was working constantly but not always making the money I should have been. I doubted myself, overthought every cake, and felt anxious about whether each order would turn out perfectly. Confidence didn’t come naturally — and as time went on, I realised that while I loved the creativity, the way I was running the business wasn’t sustainable.
There had to be a better way of doing things.
So I took a step back. I gave myself time to learn, to understand what was really needed to make a small baking business work properly. I refined my skills, looked at my costs and prices, and thought seriously about what I wanted Emily B’s to stand for.
That time became a turning point. I pivoted, rebranded, and built a version of Emily B’s that finally made money — a business that reflected me.
I made the cakes I wanted to make, for the customers I wanted to work with, stopped saying yes to everything and started shaping the business around what I enjoyed and what worked.
And from there, everything began to grow.
Why I Stepped Away
Then came the pandemic.
Like many home bakers, I saw the impact of cancelled weddings, postponed celebrations and changing priorities. Closing that chapter wasn’t easy, but it taught me something invaluable — that true resilience isn’t about never stopping; it’s about knowing when to adapt and what to take forward.
The lessons I’d learned from running Emily B’s weren’t over — they just needed a new home.
The Birth of Business of Cake
That’s where Business of Cake began.
I created it to help other bakers who are exactly where I once was — full of talent and passion, but struggling to make the business side work.
Business of Cake is about making business simple.
It’s designed for small, home-based bakers who want to build strong foundations, price properly, improve confidence and overcome self-doubt.
Your cakes aren’t just cakes — they solve problems, bring joy and mark life’s moments. You deserve a business that supports that.
Where We’re Going
Looking ahead, Business of Cake will continue to grow as a trusted place for cake business tips and practical training.
We’ll share tools, guides and insights to help you run your business with confidence — from pricing and profit to mindset and time management.
If you’re ready to build a baking business that works for you — not the other way around — you’re in the right place.
Final Thought
From the cake I made for my own wedding to running Emily B’s and now helping others through Business of Cake — this is my story.
If you’re standing where I once stood — passionate, capable, but unsure how to turn that into a thriving business — I want you to know this: you absolutely can. You just need the right tools, structure and support to make it happen.
Here’s to building cake businesses that last — one confident decision at a time.
I’d love to hear your story, why not join Business of Cake Community to share.
