From Hobby to Full-Blown Business: How I Stopped Holding Myself Back and Built The Yorkshire Cake Company

For as long as I can remember, baking has been part of my life. It started in my childhood kitchen, where my mum and nan let me stir the cake batter (and, of course, lick the spoon—arguably the best part). It was nostalgic, comforting, and, as I later realised, a form of therapy.

Whenever life threw stress my way, I’d find myself elbow-deep in flour, carefully crafting something delicious.

There was something magical about it—the precision, the creativity, and the transformation of simple ingredients into something beautiful (and highly calorific).

The Early Days: Dinosaurs, Nerf Vests, and a Few Cake Mishaps

Naturally, as I grew older, this passion took on new forms. I started baking birthday cakes for my children—first, simple ones with sprinkles, then ambitious creations featuring dinosaurs, superheroes, and even some colourful “Willy Wonka” inspired cakes. At the time, it was just a hobby, a way to bring joy to my family and friends while also ensuring that at least one household item was permanently covered in icing sugar.

Then, in my mid-20s, a little voice in my head started whispering, “Could this be more?” I loved baking, I loved creating, and I knew I had the potential to turn it into something bigger. But I had no clue where to start. Business? Marketing? Pricing? I was winging it, relying on a mix of blind optimism and YouTube tutorials.

Testing the Waters with 'Adelicious'

When I first dipped my toes into the world of business, I started under the name ‘Adelicious.’ It was my testing ground—I baked, I made, I learned, and I developed. Having mastered novelty cakes, my wedding cake orders started to take off, and I naturally began steering my business towards elegance and sophistication. This shift changed everything. I started to understand the importance of networking, branding, and refining my craft to meet the high expectations of brides and event planners.

However, even with the growing success, I was still holding myself back. I danced between treating it as a business and just a “little thing on the side.” I was afraid to fully show up for myself, to put both feet in and declare, “I am a business owner.” Instead, I hovered in the safe zone, worried about judgment, fearful of failing, and still questioning if I was good enough.

The Great British Bake Off Effect

Around this time, The Great British Bake Off exploded onto our screens, and suddenly, everyone and their grandma was a baker. Social media pages, Facebook groups, and pop-up businesses seemed to multiply overnight. While it was amazing to see so many people passionate about baking, it also made things complicated. I felt the pressure to compete—to price my cakes competitively while still valuing my time and skills. And that’s where the real battle started: not just with the industry, but with myself.

Imposter Syndrome and the Fear of Showing Up

Imposter syndrome is a sneaky, insidious thing. I’d post a cake online and instantly worry—was it good enough? Would people judge me? Did I have the right to call myself a professional when there were others with more experience? The fear of failure was paralyzing. I’d see other bakers with their picture-perfect Instagram feeds and flawless fondant finishes, and I’d shrink back, convinced I wasn’t good enough.

And then there was the judgment—not just from strangers, but from the people around me. The mums in the playground who side-eyed me when I talked about my business, as if I was trying to be “more” than just a mum. The local baking community, where I sometimes felt like an outsider stepping on toes. The passive-aggressive comments—“How do you find the time?”—which, instead of feeling like a compliment, felt like a dig at my priorities.

Then there were those who meant well but inadvertently held me back. “Just keep it as a hobby for now.” “Let it grow organically.” “Word of mouth is the best marketing.” And while word of mouth is great, in today’s world, a business doesn’t just grow—it has to be built. It requires websites, social media, branding, and constant engagement. And let’s not forget learning to decipher the ever-changing social media algorithms, which I’m convinced were designed by an evil mastermind.

For a long time, I held myself back out of fear. I hesitated to show up, to fully step into my role as a business owner, because what if I failed? What if people talked? What if I put myself out there and nobody cared? What if I became that person who live-streamed cake decorating and only my mum watched? (Which, to be fair, she totally would.)

Moving to Yorkshire and Finding My True Vision

It wasn’t until I moved to Yorkshire with my husband that everything finally clicked. Something about this place—the landscape, the people, the deep-rooted traditions—resonated with me in a way I hadn’t expected. I felt a new level of clarity about what I wanted, what I stood for, and what my business should represent. And so, The Yorkshire Cake Company was born.

This wasn’t just about rebranding; it was about creating something deeply meaningful. I wanted my business to reflect everything I hold dear—quality, indulgence, nostalgia, and community. Yorkshire has a rich history of baking, from traditional parkin and fat rascals to iconic Yorkshire puddings, and I wanted to honour that heritage while bringing a fresh, elegant twist to it.

More than that, I wanted The Yorkshire Cake Company to stand for something. Sustainability became a key focus—using locally sourced ingredients, supporting Yorkshire’s incredible food producers, and ensuring that every bit of packaging was biodegradable or recyclable. It wasn’t just about making cakes; it was about making them responsibly, in a way that aligned with my values and love for this county.

And then it hit me—this business was never just about selling cake. It was about sharing moments the Yorkshire way: with love, deliciousness, dedication to craftsmanship, and of course, Yorkshire-sized portions. I wasn’t just making cakes; I was crafting edible memories. When someone orders from me, they’re not just buying a cake—they’re investing in a moment, a celebration, a slice of nostalgia wrapped in buttercream and care.

Building The Yorkshire Cake Company: Finding My Voice and My People

Once I embraced this vision fully, things started to shift. I leaned into my story, my passion, my roots, and I began attracting the right customers—the ones who valued quality, craftsmanship, and the personal touch that comes with every cake I create.

And the best part? I now get to be part of so many beautiful moments in people’s lives. From weddings to birthdays, anniversaries to just-because treats, my cakes are part of the fabric of people’s stories. And that, to me, is the most incredible privilege of all.

For Anyone Thinking About Taking the Leap…

This isn’t just about cake. It’s about passion, perseverance, and pushing past fear. If you’re standing where I once stood, unsure whether to take that leap, let me tell you this—you are not alone. The fear never truly disappears, but when you embrace your business, your craft, and your purpose, the magic happens.

And as for the journey ahead....? Well, that’s a story for another day.