My Story




'I'm addicted to cakes - I'm proud to say it'
Whilst working as a Project Manager in the City I was always on the hunt for something sweet. In between meetings I ended up dashing to large chain coffee shops to get my sugar fix, but they just didn’t cut it! I longed for cakes with that ‘home baked’ taste.
I started frequenting farmers' markets, and watched the emergence of small independent food producers who, like me, take taste very seriously. This combined with the sound of wedding bells and subsequent thoughts about some day starting a family of my own led me to thinking ‘enough’s enough!’ I wanted my children to grow up tasting cakes like the ones my grandma used to make. So I finally took the plunge in 2005, I gave up my city job to set up Sweet Things and haven’t looked back since!
It wasn’t all plain sailing though! Starting in 2005 and 2 children later I’ve gone from manning a small cupcake stall (come rain or shine), baking for an incredibly loyal customer base from home, to supplying shops like Fortnum & Mason and Selfridges… and now I proudly say “come to Sweet Things in Primrose Hill for some tea and cake just like my grandma used to make!"
Natalie Allen x