Enterprise Nation

Many a home business is being started by ex-TV execs. Earlier this week we profiled Gigi Eligoloff of MumsRock who left the bright lights of TV production to be in the spotlight as her own boss. Anne Marie Curran knows all about this as she follows a similar path and is well on her way to having The Urban Bakery recognised as ‘the most established and recognized cupcake purveyor’ on her sunny side of London.

When did you start the urban bakery?

In July 2009

What were you doing before becoming your own boss?

My background is in television production and digital marketing.  I spent several years freelancing as a TV production manager/coordinator working on such programs as ‘Most Haunted’ and ‘In the Night Garden’. I loved TV as it is such a creative environment to work in with amazing energy and the most creative people. TV work is great but it requires you to be ultra committed with constant job hunting for the next job, long days, a lot of time away from home and very little job security. I stepped back in to a digital role at a prestigious regional agency for the two years previous to the birth of the urban bakery.

Your fascination for cupcakes came from traveling to the US – was this on work/holiday? And what is the tastiest American cupcake you ever tried?

My first bite of a cupcake was at the infamous Magnolia Bakery in New York on my first trip there in 1999 . Back there in 1999 tucking into a vanilla cupcake with pink frosting I, nor the cupcake had any idea of how it’s future would change! This was my first trip to New York and I was smitten, not only by the city but by the bakeries. Who could predict the avalanche of change for the simple cupcake when Carrie Bradshaw took it into the iconic food stratosphere. The cupcake went from humble nostalgic treat into the most chic decadent desired bakery item going. I have been back to New York every other year since then as not only is it my Mecca, it is the place where I stand outside authentic back street bakeries in places like Tribeca and Chelsea in awe as they just ooze nostalgia and warmth. The tastiest New York cupcake I ever had was from Billy’s Bakery  about four years ago - chocolate with chocolate frosting…splendid! I am hoping to be back in active research again in New York next year so may have an update to that!

Do you make all the cupcakes in your kitchen? Did you have to have the kitchen checked by your Local Authority for health and safety?

I bake all my produce from my home kitchen which has been approved by the environmental health. I also acquired a Level 2 award in Food Safety in Catering before commencing trading.

How are you promoting yourself?

I had promotional postcards done so I have been dropping these into local businesses in Leamington, Warwick and Kenilworth with a hope they catch peoples eye. I have my website (www.theurbanbakery.co.uk) which I maintain and try to do all the best things to promote such as SEO, good keywords, updates, reciprocal links as this would be shameful to omit based on the fact I was a digital expert!!! I have a Facebook group , am on twitter and have recently started a blog on blogger. I also have a raft of incredible friends and family who are constantly pimping my business by spreading the word to their friends, family and work colleagues etc.  I have also done 2 wedding fairs to date and have another one on the 8 November at Wroxall Abbey, Wroxall – so come along!

What is your most popular selling cupcake?

The most popular cupcakes are vanilla pod topped with pastel vanilla buttercream frostings in pink, lilac and cream with retro toppings/sprinkles. People just love the big swirls of buttercream in candy pastels as it seems to transport them to a happy place!

Are any of your family members involved in the business?

Not yet!!! My dad and two brothers are chefs so they are great for advise. My mum and dad have sourced me some incredible vintage plates and cakes stands that I use for the wedding fairs and product shots as they are really special. But for now it is all little old me doing everything. My husband Jonny is highly important as he has the tough job of chief taster…yes I am solely responsible for his acquired ‘holiday weight’! He is an utter legend as he is 100% supportive and he keeps me buoyant on the tough days when working all on your lonesome can be challenging.

What is the one thing you most enjoy about running this business?

Not going to lie – I love being the mistress of my own destiny as I don’t think I was born to be told what to do as I like to carve my own way.

What are your plans for the business over the next 6 to 12 months?

Within 6 months I hope to have substantially grown the business enough to have my own catering premises that I can produce greater number from. I will be expanding my menu within 6 months to include brownies and cookies also. I want to focus solely on cupcakes for the interim as I don’t want to dilute my offering and be a jack of all trades as there are plenty of those out there already.  Within 12 months I want to be the most established and recognized cupcake purveyor this side of London. I want to be the cupcake of good choice…and I am quite stubborn so watch this space. the urban bakery - bake love not war…

• Anne-Marie Curran, The Urban Bakery