Cake & Crumbles

Cake & Crumbles

Starting a home-based business can be a great way for women to harness their talent and generate an income. Especially for moms with young children, the flexibility of self-employment can be a major benefit. Social media has created an amazing opportunity for individuals to market their home-based businesses. From showcasing a product or service offering to connecting with potential customers, social media makes it all possible. If you have a talent and some entrepreneurial spirit, a home-based business may be the right move for you.

WSB had the pleasure to learn more about Emma Foster’s popular home based bakery,
Cake & Crumbles.

Can you tell WSB readers about yourself and your home-bakery Cake & Crumbles?
Cake & Crumbles makes bespoke decorated cakes and cupcakes as well as small treats like brownies, biscotti and biscuits.

I grew up in the coastal town of Durban in South Africa. After finishing school I enrolled in the Christina Martin School of Food and Wine and after 1 year of intense study, I qualified as a professional chef. It was during this course that my love of baking and cake decorating was born. My first job as a chef was working at the Victoria & Alfred hotel in Cape Town where I gained valuable experience. I then switched careers and studied and worked as an interior designer for a number of years. In 2003 I moved to London and worked in the interior design industry starting in residential and ending up in restaurant design which I loved as it incorporated my love for food.

It was during this time in London that I met and married my husband who works for the British Army. We have done various postings around the UK and thought an overseas posting would be a good experience for us which is how we ended up in Saudi Arabia.

Having experimented with various flavors and combinations, I would have to say my favorite signature cake is my lime and pistachio, with lime curd filling and lime buttercream. However, my most popular cake is the chocolate fudge cake – who doesn’t love chocolate?

What made you decide to start a home bakery?
As an Army wife I quickly had to get used moving around and it was also around this time that we started a family. As a result, I took a break from Interior Design and decided to combine my creativity and culinary experience and started Cake and Crumbles. So far, it has been a huge success and I am constantly amazed at the high demand for bespoke cakes.

How do you find customers?
Most of my customers come to me through referrals from other customers – never underestimate the power of ‘word of mouth’. Apart from that, customers find me through my Facebook page.

What’s the best part of your work?
The best part of my work is seeing the finished product after hours of work. Many people don’t realize the amount of time and effort it takes to make a cake. Receiving positive feedback from clients is the second best part of my work. Although I love making visually appealing cakes, taste and flavor is very important to me and having clients tell me they loved eating my cakes makes it all worthwhile.

What advice would you give to other women considering starting a home-based business?
If you want to start up your own business I’d say go for it. Have a clear idea of what you want to do. Accept that there will be ups and down but you will always learn from the downs which will make your business stronger. You need self-drive and determination and most of all, love what you do.

Follow Emma and Cake & Crumbles on social media:
Facebook page:
Instagram: cakeandcrumbles2016

For inquiries and submissions to WSB moms corner, email

1 Comment
  • Robin
    Posted at 15:33h, 03 December Reply

    Well done!

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