How this cake business owner learnt to embrace flexibility
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Posted: Thu 5th Mar 2026
Having started baking in her mum's kitchen, Vanessa quickly learnt that creating bespoke cakes for every occasion was her true calling.
She's worked from home for about 15 years and launched her cake shop in Thamesmead almost seven years ago.
Since then, her journey has been about embracing flexibility and creativity – with the support of a skills course at Capital City College, which Vanessa credits with helping her develop a social media strategy and improve her online visibility.
Read more to learn about Vanessa's journey of dealing with change, self-improving and becoming a local TikTok star.
Tell us a bit about your business and how it began.
My business is called IV Cakes – the "I" comes from my dad's name and the "V" from my name, Vanessa.
I started baking at 16 in my mum's kitchen, and the first cake I created was for my godson 25 years ago.
Since then, I've worked from home for about 15 or 16 years before opening my shop, which is now seven years old.
What inspired you to pursue baking professionally instead of nursing?
I wanted to study nursing because my family encouraged it, but I always loved cakes.
At weddings and birthdays, I was fascinated by the cakes – how they looked and how happy they made people. My mum also baked when I was younger, and that inspired me to go into cakes.
What challenges have you faced on your business journey?
January is always challenging because orders drop after Christmas, while the wedding season – especially June and July – is very busy.
Birthday orders come throughout the year, so understanding these patterns helps me plan better.
I've learned to use quieter times, like January, to plan and prepare dummy cakes for the year ahead.
There are also moments when you invest in ideas that don't work out or when business slows unexpectedly, but the key is to stay flexible and keep going.
How did you discover Grow London Local?
I heard about Grow London Local through Universal Credit. The Jobcentre recommended that I get in touch and that's how I met Bola, a Business Support Manager.
She's been amazing – reviewing my social media, listening when I felt like giving up, introducing me to helpful support providers and encouraging me to keep going.
What support were you referred to?
As a baker, I've always been passionate about creating great products, but the Visionnaires course with Capital City College helped me develop the right strategy for social media to boost my visibility.
The programme gave me the confidence, structure and practical tools I needed to turn ideas into action. I now run workshops, cater for kids' birthdays and work with corporate clients.
Has the support helped improve your online presence?
Yes, massively. I started going live on TikTok to teach and talk about cakes, and my viewers grew from around 20 to 30 to 200 to 300. My online presence has grown significantly and TikTok is now my main platform.
What are your future plans, and what new things are you doing in your business?
I want to grow bigger and stay fully booked. I recently started "cake and sip" events where guests decorate cakes, enjoy food and drinks, and have fun. I sometimes host grammar school students for work experience as well.
What are the highlights of your journey so far?
Weddings. Seeing a bride walk into her venue and reacting to her cake is always special. Those moments are my biggest highlights.
What advice would you give to someone starting their own business?
Focus and determination. It's not just about money – you have to be determined and truly want it. That mindset has brought me this far.
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