Behind The Brand : Safiyas Cakes

Safiyas Cakes began with two sisters with a passion for baking, and as every other business story begins they were told by friends and family to pursue it as a profession, and have been enjoying the business ever since.

House of Coco goes behind the brand to find out more…

When did you launch the brand and what was the reason behind it?

Safiyas Cakes has been going for 5 years and we began with Celebration cakes mostly and within the last 3 years we’ve expanded into Wedding cakes and favours.

We are both from Caribbean decedent; St Lucian and Jamaican and so we always want to have that influence our cakes. We do this mostly in our flavours; we have our version of a traditional fruit cake with a Caribbean spin, full of flavour spices and rums as well as other favourites like coconut and lime and mango and orange. But we also like to ensure that we have favourites that work well. Like our carrot and vanilla sponge with vanilla pods.

How many people are involved in the company and what are their roles?

The company consists of my sister and I. Together we do all elements from baking to decorating and marketing.

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If you could start over with the business, would you do anything differently?

If I could start over again, I’d have more confidence when we first started; I think we were always hesitant to do certain things as the business was very new to us. In the early stages we were bursting with creativity and definitely saw most big projects as a challenge but every challenge we did come across it drove to improve and beat our own expectations of ourselves.

What is the hardest challenge you have faced since you started the company?

I’d say finding the perfect team to help us collaboratively grow and cover all areas necessary for exposure for Safiyas Cakes but I will say that we’re definitely getting there and growing and meeting some very talented people along the way.

Tell us one fact about you that people wouldn’t know?

We love fashion and so in the very near future we would love to work with people in the fashion industry to create some very cool and unique cake pieces that reflect fashion styles and trends. We’ve been working on a few things over the last couple of years that I think people would be very interested in.

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 2015 is here, where do you plan on taking the brand?

I’d say our aims for this year are growth and exposure, we would love grow our audience and be able to have more people appreciate our work.

To date, what has been the highlight since launching?

We have had a few moments, every time we overcome a challenge I think it’s an amazing moment to use. Being able to be creative and learn and develop new ways of doing things and new flavours is always exciting to us.

Which city do you feel most at home in, London, Paris or New York?

Unfortunately we have never been to New York but would love to go… I’d say we will always love the energy of London; we have lived here for so long. Paris has such a romantic feel and even on our last trip the culture especially in old Paris is beautiful.

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Three beauty products you can’t leave the house without?

My sister and I share the same notion of smelling pretty in every circumstance, so perfume is the first one. Concealer… we have a few late nights baking and flower making so we can’t have everyone see those dark circles. The third would have to be hand cream, meeting people all the time and shaking so many hands we’d hate for them to be rough or dry.

Style means….?

…Everything to the individual. I don’t always think that style in necessarily what you wear but how you carry yourself. Act like a queen, and you’ll look like one.

Best thing about London to you?

The diversity; that we can do so much and experience so many things all in one place. I think it’s a bonus being from here because you can find out about so many new and up and coming trends, food, places and music too. It’s a thriving city of culture.

Statement shoe or statement bag?

I’m a shoe girl. I’m fussy with Shoes so when I fall in love its forever.

If you had to, what piece of clothing from your wardrobe would you wear every day?

My jeans, I love. My sister and I are quite tall and hippy so it can be quite hard to find a pair that fit like a glove.

Favourite love song?

Heaven on the ground- Jose James

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Best place for a coffee?

I’m not really a coffee person but I love a nice Costa peach iced tea, especially when it’s sunny outside.

Most memorable piece of advice given to you?

Always be yourself – focus of what works for you. – Something I remind myself of all the time.

Guilty pleasure?

I love food… Food is my pleasure… I don’t feel guilty though

If you could spent 24 hours in anywhere in the world, where would it be?

·I’ve always wanted to go to Bali. I travelled to Thailand recently and I love the calm, relaxed environment so I think Bali would be the best retreat spot!

In future, how do you plan on expanding the company?

In the more immediate future we’d love a shop front, somewhere where people could visit and try different things we make. Traveling with our cakes works more and having already made wedding cakes abroad, doing more cakes abroad would be great!  – allows us to see more of the world.

Where can people find out more? 

Safiyascakes.com or on

Facebook, Twitter and Instagram 

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