From Runway to Rolling Pin with ARD Bakery

November 7, 2024

ARD Bakery’s story is one of transformation - from the world of fashion to the art of baking. What began as a creative outlet evolved into a distinctive cake business, bringing a designer's eye to the world of edible art.

What inspired your transition from fashion design to baking, and how did that journey unfold?

ARD Bakery really started when I was on maternity leave with my second child. I had alway been a keen home baker, and started experimenting a lot more while I was at home with the baby. At the time I was working as an accessories designer for a fashion brand in London that had a particular focus on print and colour, and I was really interested in the idea of combining more of a design led aesthetic with something edible. There was quite a specific 'look' that existing cakes had, and I liked the idea of challenging that idea, and creating something quite unexpected. I had no experience in cake decorating, so just learned from scratch mostly from YouTube videos, and practicing on friends and family. It just grew quite organically from posting pictures on instagram, which led to more and more requests for orders. So finally when it was time to go back to work, I decided to give it a go full time.

What or who inspires you and your cake designs?

I look at a lot of architecture and interiors for my inspiration. I am drawn to quite graphic and playful references, which I can turn into elements for my cakes. I do a lot of wedding cakes, and these are always created in collaboration with my couples, so they send me their ideas and references, which I then work into a design that is in my style. But its fun, as sometimes I will be sent something quite unexpected, which can be challenging, but also exciting and often results in a new and fresh idea.

Do you find that trends in fashion influence trends in baking? Can you share any examples?

In a way yes, I think there are definitely strong trends in cake design, like fashion. For example, I have seen in both fashion and baking a return to craft and nature, with shapes being softer and hand carved or piped elements, as well as more unusual florals. Obviously this is very different from my style, but I think thats why I like it so much!

Image by Katherine Rose

How has your background in fashion shaped your approach to baking, especially when it comes to presentation and aesthetics?

Of course the taste of the cake is the most important thing, and I do pride myself on creating cakes that taste amazing. But I think my design background really sets me apart in that the look of the cake has almost equal importance. If someone chooses me to make their cake, it will be a centrepiece that is there to be enjoyed even before it is eaten. A feast for the eyes, and not just as the dessert.

Are there any techniques or skills from your fashion design career that you still use in your baking?

When I am making a bespoke cake for clients I will create visuals for them so they know exactly how the cake will look, which is how I would work in fashion, to get a bag or shoe design approved, so that aspect has helped a lot in the selling of the design to clients. Also just my overall approach to the cake design is very much approached in the same way I would design for fashion.

Image by Katherine Rose

Cakes are always such a huge part of an event, how do you ensure a perfect result every time?

I think just practice. I have been doing this for over 6 years now, and I do remember in the early days being very nervous when delivering a cake in case something would go wrong, but overtime I have really developed my skills, so I know exactly what the outcome will be, so can be confident the results will be consistent.

When you were designing fashion, you probably had a signature style. Do you have a similar "signature" when it comes to your baking?

I was always working for other people in fashion, and while of course you would bring your own style into the design, you were working within the framework of the brand. In cakes its 100% my style, and I think you can definitely see a signature style.

Have you ever considered combining fashion and baking in a unique project or event? What would that look like?

Yes, it would be great to create a cake inspired by a fashion collection, and even just seeing how one starting point can be translated into 2 very different mediums, clothing and cake!

What advice would you give to someone who wants to pursue a career in a completely different field, as you did?

I am quite a cautious person, so didn't just quit my job to start this business. I was fortunate that I had some time at home during maternity leave to experiment and try things out before committing to leaving my job (though I'm not saying it was easy with a baby!!!) So I would say try it out to first and make sure you love it, as having your own business is not easy! So you have to make sure you love it!

Tell us about some of your favourite projects so far, and what made them particularly special for you?

I have a lot of favourite cakes so it would be hard to choose a favourite design. But one cake that was very special to me, was my brother's wedding cake. I made this quite early on in my business and it was the first tiered cake I ever made, so was very nerve wracking! I didn't really know if it would work out and when I look back at it now, I can see I have definitely improved my technique since then! But it was really the turning point for me, when I realised the potential of what I could create.