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From lockdown hobby to fruitful business: introducing Jam Sessions

Grow London LocalMatching London small businesses to support

Posted: Thu 21st May 2026

Discover how creative entrepreneur Oliver Cable turned a new-found passion for making jams during the pandemic into a successful business in Camberwell.

Founded in 2022, Jam Sessions specialises in handmade, small-batch jams and marmalades that are affordable, vegan and packed with flavour.

Here, Oliver talks about what prompted him to start the business, the challenges he faced as a new business owner and how Grow London Local has supported his journey.

Tell us about your business.

The idea for the business started during lockdown, when I made my first jars of blueberry jam with leftover fruit.

I used to run jazz and poetry nights called Nowhere Nights, and after Covid, I started selling the jam there, calling it "Jam at the Jam".

In 2024, I spun that off into Jam Sessions as a business.

Was there a specific moment or experience that made you realise making homemade jams was your calling?

During lockdown, I discovered how much tastier it was to produce your own jam.

You can lower the amount of sugar to let the fruit shine, combine all sorts of interesting flavours and it tastes completely different to supermarket jams.

I think this applies to most foods. Homemade really makes a difference.

What makes Jam Sessions unique?

I aim to create interesting flavours that customers can't get elsewhere or to perfect the classics.

Last January, I made 200 jars of Seville orange marmalade from organic oranges, and a former preserves buyer for Fortnum & Mason said it tasted better than Fortnum's.

Throughout the summer of 2025, I collected fruit from nearby homes with excess produce, worked with a community garden to pick mulberries and gifted a proportion back to them.

I was also given about 30 kilos of quinces from around Camberwell and West Norwood, which I turned into quince jelly.

This means produce is incredibly local, involves few to no food miles and highlights the brilliant array of edible fruit growing within a small radius.

What inspired you to launch your business?

The small business community at Camberwell Green Market inspired me. Observing other vendors, like those making mead or vegan chocolates, encouraged me to be part of that ecosystem.

There's a healthy, informal sense of competition where you learn from each other. Being around other small producers, sharing experiences and seeing what they're achieving has been really inspiring.

Can you share a brief history of your business journey and the challenges you've faced along the way?

I started selling at Camberwell Market in November 2024.

My stall was basic, with a tablecloth from my dining table and stacks of books from my living room to create display height. I spent winter weekends outside, trying not to freeze!

Every step has been a challenge. Transitioning from making jam for friends and family to commercial selling brought requirements for insurance, food safety, risk mitigation, kitchen inspection, nutrition and allergen labelling and best-before dates.

A year on, I've upgraded my market stall, expanded to trade at a variety of markets and sold more than 1,000 jars. I'm now stocked by delis and cafes around south London.

How did you discover Grow London Local and how have they supported you?

I discovered Grow London Local through Southwark Council's business resources and was welcomed by one of their Business Support Managers. They connected me with mentors for one-on-one branding sessions.

What started with a single question about rebranding became an in-depth, professional conversation that helped me professionalise my work behind the scenes in terms of audience segmentation, positioning and marketing.

It's helped me tighten up my processes and think like a proper business.

Grow London Local also featured Jam Sessions in its Festive Gift Guide, and it was great to meet other small business owners at the meet-up that launched it.

Why would you recommend Grow London Local to other small businesses? And what impact has your relationship with your Business Support Manager had?

Speaking to my Business Support Manager has really helped me professionalise the business and think about it in a more managed and measured way.

I'd recommend Grow London Local for their support and network and the fact it's completely free. They're keen to help and platform new businesses, so anyone starting up would be silly not to use this resource.

How do you balance your personal life with the demands of running a business?

I juggle a part-time job alongside making jam, which sometimes means stirring pans until midnight.

I aim to trade at local markets for a maximum of two out of four weekends per month to allow some time off.

Selling through delis and online helps me decouple from constant selling while still reaching customers. It's busy but motivating and enjoyable.

What's next for your business?

My next challenge is deciding what to do as I start to outgrow my small domestic kitchen.

Scaling production, especially while running the business part-time, will be a key focus.

What advice would you give to others looking to start a business?

Done is better than perfect. Start trading as soon as possible. It gives you the chance to meet people, get feedback on your products and start building up returning customers.

You can improve your offering as you go along. Overthinking can hold you back, but putting your product out there enables learning and growth.

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