My story

Hi, I’m Emete, but everyone calls me Em. I’m the face behind Friddle’s Cakes, which I founded in 2014 after what started as a part-time hobby very quickly turned into something much bigger.

Before cake took over my life, I spent 20 years working as a graphic designer for some of London’s top agencies. That design background has never really left me, these days my canvas just happens to be cake! I love taking a customer’s ideas, personality or occasion and turning them into something completely bespoke.

Since starting Friddle’s Cakes, I’ve had some incredible experiences along the way, including winning The Big Bake in Canada and hosting at the Ideal Home Show.

What began at my kitchen table in South East London has grown into my own cake studio in Greenwich, where I now create everything from celebration and wedding cakes to cupcakes, parties, decorating experiences and private one-to-one classes.

I’m still very hands-on with everything I do. From the first conversation and initial design ideas through to the final finishing touches.

For me, the best cakes are the ones that feel personal. Whether you arrive with a fully formed idea, a handful of pictures or absolutely no idea where to start, I’ll work with you to create something that feels just right for your celebration.

So, tell me what you’re celebrating and let’s create something special.