For the latest Sugarcraft Showcase I met with Martha Swift of Primrose Bakery and have a giveaway of Primrose Bakery Celebrations, their new book.
Back in the icing sugar clouded mists of baking blog time, I pushed young Ted in his Bugaboo up Primrose Hill where he promptly fell asleep.
You didn’t see many Bugaboos in Walthamstow then but amongst all the other yummy mummy buggies stationed under the trees my husband and I joked that Ted fitted in perfectly well – even if his less well heeled parents didn’t.
Having huffed up the hill our energy levels were low and I knew just the place to give us a much needed lift.
We were on a mission to visit Primrose Bakery of Primrose Hill, one of the first famous cupcake bakeries to establish the contentious confection as a popular UK treat.
Having only started this blog a few weeks earlier, this trip to Primrose Bakery was one my earliest blogging “expeditions”.
And it’s a good job we went – fast forward five years and some five hundred plus blog posts later, I’m off to meet Martha Swift, partner in the very same Primrose Bakery to talk about the enduring popularity of cupcakes and their latest book Primrose Bakery Celebrations.
On the day of my visit, the frontage was masked by road works and orange cones so here’s the picture above I took back in 2009 and I’m happy to say they’ve kept the same sunny yellow paint that makes the shop shine out from down the street.
Inside it’s exactly as I remember – white shelving with cupcake themed gifts, glass display cabinet to ogle the cakes and chrome edge diner style tables to sit at.
Founders Martha Swift and Lisa Thomas met 16 years ago at their daily nursery drop off when their children were young. Lisa hails from New Zealand which has a strong baking tradition and Martha learned to bake at home with her mother.
Following a visit to New York’s Magnolia Bakery back in 2000 and at the height of Sex and the City mania they were prompted to set up a similar concept in London.
For the first two years they baked cakes in their own kitchens before opening the first Primrose Bakery in Primrose Hill in 2006.
A second branch in Covent Garden followed two years later and since then they’ve baked cakes for celebrities including David Walliams and Lily Allen and published three books.
Martha and Lisa now employ around 25 full and part time staff across the two bakeries to freshly bake the cakes in store on a daily basis. The Covent Garden branch has more recently begun to host cupcake decorating classes on Sundays. Participants can spend up to 2 hours decorating and piping cupcakes in small classes of up to a dozen at a time.
Motifs of the brand include the bird tweeting upon a cupcake and sausage dogs – although Martha admits her own sausage dog Charlie, who is the same age as their first shop – is less well behaved than the ones pictured in the books!
The human models in the books are also a family affair – the duo’s teenage children and their friends are depicted having parties in the new Celebrations book. Many of the pictures were shot in the two Primrose Bakery branches.
The signature style of the Primrose Bakery cupcake are individually sculpted with a palette knife rather than piped. New flavours appear all the time but the red velvet (coloured with beetroot) and carrot cake flavours are especially popular.
Despite the business writing the books and running classes, Martha and Lisa remain very hands on in both shops. It’s a close knit team with staff members taking turns in “job swaps” in each other’s roles from time to time to appreciate all aspects of the business.
<
In recruiting new staff, Martha looks for passion and enthusiasm as much as cake decorating know how and places much importance on retail or customer service experience.
One gets the sense that the first hand experience enjoying their cakes is more important to Primrose Bakery than spin off merchandise such as calendars and greetings cards. Primrose Bakery remains true to its original roots as a local business where you can walk in and order a party cake that will be freshly made in store.
The main change Martha says she has noticed over the years is a greater demand for dairy free or gluten free cakes. And of course, the Great British Bake Off – of which she is a huge fan – has driven a nationwide passion for baking driving up customers’ expectations.
Nevertheless, whichever trends come and go, there’s always a call for traditional favourites.
The new book Primrose Bakery Celebrations features selections of themed party recipes including:
Moroccan themed baby shower
Japanese style afternoon tea
Pretty pink young girls’ birthday party
Cartoon themed boys’ birthday party
Teenagers’ Mexican day of the dead party
Stand out recipes include:
Puffed rice gum ball cake (shaped like a bubblegum machine)
Lemon and rose layer cake
Rose and violet mini chocolate bombs (the Moroccan chapter is totally my favourite!)
Mini cherry blossom cupcakes
Green tea marble loaf cake with white chocolate icing
Sake macaroons (each from the Japanese chapter)
Gin and tonic cupcakes (yes please)
There’s also a chapter dedicated to Primrose Bakery’s signature cupcakes (with some sneaky cocktails) and each of the party chapters include savoury options and drinks to complement the theme. There’s even a dog biscuit recipe at the end so four legged friends need not be left out of the celebrations.
It’s a big solid book with 200 pages and its square shape sets it apart from most others on the shelves. I especially enjoyed how the party themes were very authentic but relied up on flavours and style rather than fancy graphics and labels seen in the dessert table format elsewhere. Neither do the cakes require any especially difficult sugarcraft gymnastics, if you stuck to the colours and flavours use, the party cake selections would be extremely achievable in a home kitchen.
I have two copies of Primrose Bakery Celebrations to give away; if you’d like a try winning a copy follow the instructions below.
Giveaway: Primrose Bakery Celebrations
How to Enter
- Complete the Rafflecopter form below to confirm entries made via blog comments, Twitter, Pinterest, Facebook etc.
- Closing date: 21st March 2014.
- Read the “Terms and Conditions” link at bottom of Rafflecopter form.
- Winners are contacted by email and announced on the Rafflecopter form below once they claim their prize.
Tips for entrants
- No form showing? Hit refresh and it should appear (your computer needs to be running Javascript)
- New to Rafflecopter? Watch this short video How Rafflecopter works
- Complete the Rafflecopter form – otherwise your entries cannot go into the draw.
- Entries are verified and all cheats’ entries disqualified.
- Complete mandatory entries first – usually to answer a question by leaving a blog comment below the post. Comments from new visitors are approved manually so your comment may not be visible immediately. Return to the Rafflecopter form to confirm you’ve left a comment and this will unlock other entry options even if your comment is still awaiting approval.
- For how to find the URL of your tweet read this helpful post here.
- Viewing this giveaway via email newsletter? Click through to to site to enter.
Good luck!
With thanks to Martha at Primrose Bakery and Square Peg for competition copies of the book.
Tracey Peach says
My Favourite Celebration Cake Is A Chocolate Fudge Cake,
Kat Lucas says
German chocolate cake
Victoria says
Chocolate fudge cake.
Sarah Wyatt says
Victoria Sponge – my mum always used to make them for our birthdays!
lindarumsey says
Lemon drizzle
Holly S says
Cheesecake. But it can be a bit of a pain because you can’t stick candles in it 😉
Victoria says
My favourite celebration cake is a 5 layer chocolate fudge cake 😀
LondonKiwiEmma says
Has to be a simple Victoria Sponge, delish!
julie laing says
carrot cake
Trish D says
Chocolate fudge cake… or Victoria sponge… or gingerbread and lime… or lemon drizzle… or, let’s face it, any cake really *dribble*
Mrs T says
Carrot cake with lime mascarpone icing.
Emma Baker says
Angel cake
Mireille (@ArisaMireille) says
Cheese cake, because it would be indeed a celebration to dare eat all those tasty calories!
Rachel Craig says
I loved Wedding and Christmas cakes. Finding them too rich / heavy for my digestion now. Would love to try the Lemon and Rose layer cake mentioned above. Reminds me of Turkish Delight which I love.
Tracy K Nixon says
coffee with lashings of coffee buttercream!
Nikki weller says
For me a celebration means chocolate fudge cake
Corina says
A chocolate cake with lots of chocolate ganache.
clair downham says
chocolate cake of course with cream
Ashleigh says
chocolate cake – yum!
Rachel Wells says
Choc fudge cake!
Vicky O'Leary says
Celebration can only mean one thing, chocolate!
Emma Nixon says
Coffee and walnut cake
Suzanne says
Chocolate cake.
sarah hurrell says
Has to be lemom drizzle which was made by myself and my sons.
clair dutton says
jam sponge
Gina M says
I love a Red Velvet cake
laura banks says
carrot cake
hollymarierose says
chocolate fudge cupcakes
Jo welsh says
Christmas cake
Katie says
Has to be red velvet!
juliette says
banana cake
laura pinnell says
I love a victoria sponge cake perfect for any moment x
Nefir A says
Carrot cake!
John Lynch says
I have a soft spot for carrot cake
Karen M says
Chocolate cake
lindsey stuart says
The carrot cake looks absolutely delicious and the perfect size for a wee treat!
I would love to try one or two 😉
hayley f says
chocolate cake x
Sylvia says
Primorose baker was always on my list of places to visit, shame I didn’t actually go there ;(
Tammy Tudor says
coffee cake 🙂
Danielle Vedmore says
Rainbow cake – looks fab, with hombre buttercream roses 🙂
Caroline H says
I love a good Simnel cake (so it’s coming up for my favourite time of year!)
Karen Burns Booth says
Lemon Drizzle cake and btw, lovely images!
Angie Hoggett (@angiehoggett) says
chocolste fudge cake
Dannii @ Hungry Healthy Happy says
Has to be a chocolate fudge cake!
kellyjo walters says
double chocolate fudge cake
Allan Smith says
chocolate cake!
Choclette says
Nice review Sarah. I’m a fan of the way they decorate their cupcakes – not piped. I’ve tried to emulate it on many an occasion, but sadly have not their finesse!
Oh! Chocolate Cake is my fav of course 😉
Lynsey Buchanan says
I love a big chocolate sponge cake
Janice @FarmersgirlCook says
ooh cake heaven!
Carol Massey says
carrot cake is my fave
Tracy Newton says
Wedding cake
pete says
a banana cake
Toneria M says
I love a mocha mousse cake or any wedding cake. I feel people put their all in a wedding cake.
Jac -Tinned Tomatoes (@tinnedtoms) says
Oh I want to visit. I love a victoria sponge with cream and homemade jam. I’m adding your giveaway to The Food Blog Diary
Morgan @ Peaches, Please! says
Man, the swirl on those cupcakes is just perfection!
HedgeComber says
I am rather partial to icing so I guess I’d plump for wedding cake, just minus the marzipan 🙂
Janie x
London-Unattached.com says
I love primrose hill – haven’t been for years! My fav cake is coffee walnut (which I think was the queen mother’s too)
Daniel Stacey says
Chocolate cake
Danielle Stevenson says
I love making a big red velvet cake for special occasions 🙂 it always goes down well!
kim mayhead says
Victoria Sponge
glamorous glutton says
I love this bakery, I always feel particularly naughty eating those little cake smothered in delicious buttercream. But does it stop me?! GG
charleneflash says
I love chocolate cake
Nicola McC says
Any cake is a favourite! Chocolate cake with buttercream if you forced me to choose!
kelandab22 says
Chocolate fudge cake
Kel Ellen Hirst
Janice Papworth says
My favourite celebration cake is chocolate as everyone likes this flavour in my experience
Emma Davies says
Anything chocolatey 😉 x
Emma Walton says
Chocolate Fudge Cake
jenny morgan says
fudge cake
Laura says
Gooey chocolate cake with chocolate fudge icing and decorated with chocolate sweets =)
Caroline says
Chocolate cake
Paul Witney says
Coffee and walnut
Jackie ONeill says
Chocolate Cake
emma falvi says
it would have to be lemon drizzle cake
Samantha Atherton says
Chocolate fudge cake
Sheri Darby says
Chocolate Mousse Cake
Jayne K says
Black Forest cherry gateau
Emily Knight says
I love a chocolate fudge cake – the naughtier the better!
alison clark says
A rich chocolate cake with really thick double cream and a blackcurrent jelly – could actually eat a slice now !
omgitslani says
Carrot cake
MissMelvis says
A vanilla sponge birthday cake with Royal Icing around it x
Ali Thorpe says
A hazelnut and chocolate cake. Very indulgent!
Caroline Anne Bellamy says
chocolate fudge cake 🙂
Diana says
Chocolate Fudge Cake 🙂
Alison says
Fruit cake
Kevin Minihane says
Chocolate Cake
linda curtis says
coffee and walnut is lush , i live in primrose hill and visit this bakery i have to say its the best around and il love this book
Maria Jane Knight says
Its got to be a chocolate fudge cake! Delcious!
Victoria Morrison says
Carrot cake <3
Nayna Kanabar says
Chocolate cake.
Karen says
I love chocolate fudge cake 🙂
Joanna Sawka says
Birthday cake
Natalie Henderson says
Chocolate Orange Marble cake with chocolate frosting!! 🙂
Georgia Norton says
Chocolate fudge cake! 🙂
Charmaine says
Chocolate cake with ganache icing
Francesca Tuck says
Lemon drizzle cake.
Lynda Sanderson says
it would be a lemon one
sj wesley says
Coffee & Walnut cake x
Harry Sutton says
Lemon drizzle
Eleanor Wigmore says
I love a chocolate Birthday cake!
Claire says
Mmmm, a beautiful carrot cake with cream cheese icing
Beth Bowdler says
Black Forest Gateau
Anna says
Red velvet cake
maureen moss says
A fancy chocolate cake
Lucy says
japanese cheese cake! or any cheese cake! or any cake for that matter!
Jessica Marshall says
tough one 🙂 anything chocolate or for my girls, anything pink and completely over the top birthday cakes lol
Kirsteen Mackay says
Chocolate Cake
loves to reviewn walsh says
Lemon drizzle cake
Robyn Logan Clarke says
I love a fruit cake with lots of marzipan
chirag p says
chocolate cake
Anthony Webster says
just a nice jam sponge cake
Anne Woodthorpe says
I love easter celebration cakes 🙂
Laura Morrissey says
Lemon D-Rizzle is the best 🙂
Kristina Boroff says
My favorite cake is a good carrot cake.
Laura W says
Coconut cake <3
soozybee says
Austrian Coffee Cake
Ren Behan says
The books looks amazing, I’d have to say chocolate cake
Sheila Reeves says
Sachertorte
Susan Carruthers says
A chocolate cake
aaron milne says
Christmas fruit cake
lynn savage says
I love a proper traditional fruit cake covered in marzipan and icing, not just for christmas but any celebration
mrsvjsfreestuff says
Carrot cake
helen spillett says
My auntie Dorothy always used to make a triple layer sponge for your birthday…
Natalie Crossan says
carrot cake 😀
jenny miller says
Coffee and Walnut cake
Tina @ The Spicy Pear says
Its a shame I missed the deadline for this competition but what a brilliant post. The bakery looks very quaint and their cakes look fabulous. I like the idea of the Japanese themed afternoon tea party. Good to hear that the books gives recipes that are achievable, so hopefully a novice like me can decorate them well. My birthday is next month so will be adding this book to my wish list. I really need to master making icing as mine melts too easily and ends up looking like scrambled eggs no matter how well I follow a recipe, perhaps the decorating class will be useful for me.
Nazima says
lovely pictures and lovely post. Primrose Hill is a lovely little area. I do like the palette knife spreading over piped buttercream too. very pretty