Just Cakes didn’t start with a business plan, it started with love.

I’ve always baked, and baking quickly became my way of taking care of him. It was how I made sure birthdays still felt magical, that parties didn’t feel different, and that cake could once again be something happy.

Just Cakes didn’t begin with a business plan, spreadsheets, or a perfectly mapped‑out future. It began at home, in the kitchen, with family, love, and the very firm belief that cake should never make anyone feel left out.

I’ve always baked. But baking became personal when food allergies entered our world. Suddenly, cake wasn’t just cake anymore, it was labels, questions, double-checking ingredients, and making sure celebrations still felt… normal. And if there’s one thing I care deeply about, it’s that feeling of normality. Everyone deserves a slice without awkward explanations.

So I started experimenting. Then experimenting some more. And then tweaking recipes obsessively until they weren’t just “fine for allergy-friendly” - they were genuinely good. Soft sponges. Proper flavour. The kind of cake you’d proudly put on the table without announcing what wasn’t in it.

What started as baking for my own family quickly turned into baking for friends, then friends of friends, and suddenly birthdays, celebrations, and weddings started filling my calendar. Each cake confirmed the same thing: safe baking doesn’t have to mean second-best. Not even close.

Just Cakes grew naturally from there - shaped by real people, real needs, and lots of real-life celebrations. Every recipe is still made with the same care and intention as those early kitchen bakes, with allergen awareness built in from the start, not tacked on as an afterthought.

Eventually, the question became: how do we share this joy with people who aren’t local? And that’s how Letterbox Cake was born. Thoughtful, post‑friendly bakes designed to deliver a little moment of happiness straight through the letterbox - because sometimes cake really is the best message.

Today, Just Cakes is proudly independent, family‑run, and rooted in community. Our brand colour, purple, is a small but meaningful detail too. It’s Elliott’s favourite colour, and a quiet reminder of why this all began in the first place. We’re kind of obsessed with making cakes

that feel joyful, generous, and completely fuss-free, the sort of cakes everyone can enjoy, allergy or not.

What began as a way to take care of my own family has grown into something I’m incredibly proud of. And at the heart of it all is the same simple belief we started with:

Cake should be for everyone.