Supplier Focus: Cakes by Mrs F

Here at Whitewed, we love seeing businesses grow, and we are lucky to have so many talented and ambitious business owners on our directory. 

This month we asked top wedding cake designer of Chippenham, Whitewed Approved Sarah Forward of Cakes by Mrs F, more about her existing, and newly launched business, Posh Biscuit Box. 

Sarah is a true talent and extremely successful - her cakes not only look divine, but taste divine too - trust me, I've had the pleasure of enjoying many a sample!  Read on as Sarah gives you an insight into how and why she started out, what she loves, how the launch of the Posh Biscuit Box came about, and why her Turkish Delight cake samples are always a winner...

Photography credit: Copper & Blossom Photography

When and why did you start Cakes by Mrs F?

I started my original business, 'Sugar, Ice and All Things Nice' in 2010 to give me something to do other than look after our 6 children. We are a blended family so I was Mum / Step Mum to 6 children under 11. The cakes kept me sane!

What made you take the plunge and go full time?

I shut 'Sugar Ice and All Things Nice' in 2016 to be a full-time sugar craft teacher, but I really missed my cakes and decided to re-open in 2019 with a new name, Cakes By Mrs F. It was full-time within 6 months. A mix of cakes and teaching and the decision to only make wedding cakes was something I did from day one.

Photography credit: Copper & Blossom Photography

What’s your speciality?

I think my speciality is my flavour choices. I offer over 50 delicious choices, and I now specialise in vegan cakes which are very popular!

What have you loved so far, and what is your biggest challenge?

Being part of a couple special day is such an honour, and I love playing a small part in this. 

My biggest challenge is hot weather, It's not fun trying to work with icing, buttercream and chocolate in the summer heat - when it's hot, I sometimes sleep in the day and work during the night as it's cooler!

Do you have a favourite client moment?

One of my favourite moments with a client was at STEAM 2019 when a couple approached me. The Groom-to-be had made a framework and had this crazy idea of making a hanging upside down cake. It was one of my biggest challenges but it was so worth it! We spent a lot of time working out the design, and it really was a showstopper! A crying Groom on his wedding day was a new one for me!

What makes you proud?

Every time I set up a wedding cake I feel proud, I am so lucky to have a job I love.

So, onto the Posh Biscuit box...

What was your light bulb moment when you decided to start up the Posh Biscuit Box?

The light bulb moment happened during a Zoom meeting with some of my Whitewed member friends. We were talking about a new product that I was introducing which would be a box of luxury biscuits in the couple's wedding venue Bridal Suite, and someone said 'what about posting biscuits'. The Posh Biscuit Box was born!

Tell us about the Posh Biscuit Box – what do you offer?

I offer a luxury box of home baked biscuits for all occasions from 'new baby' to 'missing you'. The boxes are luxury wrapped and posted all over the UK. The biscuits can be personalised with names and dates, and the range is growing every week with new ideas.

Vegan and Gluten free biscuits are available too, and it was the quickest recipe designing I have ever done.

The biscuits last for at least 6 weeks so if there is a delay in the post they will still arrive fresh for the recipient to enjoy!

What challenges have you faced that you weren’t expecting?

The first challenge was finding flour!!! I'm using local farm eggs and have sourced flour from a local mill so I know I can now keep up with demand!

The other challenge has been the post. Firstly, finding the right packaging that survived in the post, and secondly, the fact that I can't control how long the biscuits take to arrive has been tricky. If the orders are local I am able to deliver them in person which has been so lovely. I never normally get to see customer's reactions to my work.

How will the launch of the Posh Biscuit Box help / work alongside Cakes by Mrs F?

The Posh Biscuit Box will work perfectly alongside Cakes By Mrs F, as they will perfectly complement each other.

The biscuit range will include favours and a corporate range. Some customers are sending a biscuit box when a new client has booked their services. The biscuits will also sell well at times when traditionally the wedding cake side of my business is quieter, such as Christmas and Valentine's Day.

Where can we find out more and place an order?

Simply head over to the Post Biscuit Box's Instagram and Facebook accounts, and watch this space as a website and a possible Etsy shop will follow soon!

Tell us more about you, Sarah...

Who cheers you on?

My family cheer me on. They are all great at mucking in when needed and ALWAYS give me their honest opinion, whether I want it or not!

When you were a child, what did you want to be when you grew up?

When I was a child I wanted to be a teacher. For my work experience at 15 I went to a very large commercial bakery and watched a poor cake decorator trying to create far too many cakes in a short period of time. It totally put me off and I did follow a teaching career first. But my passion was always with baking, and here we are years later!

In your day to day role, what can’t you live without?

I can't live without my Kitchen Aids and my Ferrari of cake levellers, my Agbay!! A very expensive piece of kit that saves me hours every time I level a cake.

What’s the best business advice you’ve been given?

My best piece of business advice was actually from Natalie at The Whitewed Directory...

A year or so ago she said: "they don't need you, but make them want you!"  My Turkish Delight cake samples helps with that one at every show I do!

Photography credit: Copper & Blossom Photography

What’s next?

It has to be moving into a studio. I have been saying this for a while now, but I really feel I need the space so that I can take on some help and make more cakes and biscuits. I'm not sure I will ever find anyone to help with the delivery bit but I'm working on that one!

Watch this space!!

Exciting, right!  Thank you Sarah!  We wish you so much future success!

Stay safe,

From the Team at Whitewed