Who, where and what isThe Cake Decorating Co?The Cake Decorating Co. was startedin 2009 by Debbie White and is nowone of the leading suppliers of cakedecorating products in the UK andinternationally, three times winningBest Retailer of the Year.Our HQ and warehouse is based inNottingham, UK, where we currentlyhave over eight-thousand cakedecorating products, ready to be sentto customers worldwide.``````Can you tell us a secret somethingabout your company that no oneelse knows?A little known fact is that The CakeDecorating Co-started out life in oneof our director’s garages! The storyof Debbie’s infant son tipping kilosof sprinkles down the stairs is alsolegendary in the office (obviouslythe sprinkles had to go in the binafter that and were being hooveredup for weeks)! It’s amazing to seehow far we’ve come in nine yearsand we’re still growing. Back in ourearly days we owed a great deal ofthanks to the wonderful ladies ofour local sugarcraft guild who wereso friendly and helpful. Still today,we pride ourselves on listening tocustomers and their needs to guidethe products that we stock.``````What is The Cake Decorating Co.ethos when it comes to onlineshopping and launchingnew products?We pride ourselves on bringing lotsof products to market first, fromboth new and existing brands aroundthe world. We love delighting ourcustomers by letting them get theirhands on the latest and greatest thecake world has to offer.Our customers shopping experienceis paramount so we continually workto develop our website and have alsolaunched an app to make shoppingwith us even easier.``````82 | September 2018 http://www.cakedecorationmagazine.co.ukTHE CAKE DECORATING COMPANYWhat are your most popular‘evergreen’ products and ‘hot rightnow’ cake buys?The Spectrum Flow airbrushrange is super popular rightnow! Airbrushing is one of thoseaspirational techniques that peoplereally want to try. It can seem a bitscary at first but Spectrum Flowmakes it so easy that once you try it,you’re hooked! There will always bestaple products that decorators willneed like boards and boxes.Even for these basics we want to offercustomers the very best so our boxesare satin finish for the same priceas other standard boxes, which ourcustomers tell us they love.``````What cake innovation can we lookforward to?We have just released a brand newand revolutionary product to thecake decorating market – DIY EdiblesDiamond Gel. For the first timeever, you can make your own ediblediamonds at home! They are easyto remove from the tray and unliketraditional edible diamonds, they willnot go cloudy over time or melt in theheat. More mould designs are comingsoon as well!``````Which artists do you think arepushing boundaries and exciting tofollow right now?We love everything Ben Cullen(aka The Bake King) does. He isone of the artists on Channel 4’sExtreme Cake Makers and hasrecently collaborated with SpectrumFlow to launch a range of edible skintone airbrush paints (which are hissignature style). He’s a real character``````(as we found out when we werelocked in an escape room with him,but that’s a story for another day!)and his cakes are a work of art –he’s always pushing the boundaries.``````Who would you like to work with ona new product line?We feel really lucky to have lotsof talented cake artist friends likeEmma Ball, Kay Gajra, KarenKeaney, Ben Fullard and manymore (sorry we can’t name youall!). We support innovation incake decorating so whenever wecan, we like to work with artists tobring their product dreams to life.Our collaborations have resultedin a number of exciting productsand relationships. If you have newproduct ideas we’d love to talk to you.You can contact Jamie our seniorbuyer (many of you will have met himon the Cake Lace stand at shows) [email protected]``````Can our readers see demonstrationsof your products?Of course! Our YouTube channelhas hundreds of videos includingtutorials of latest products, recordedlive events and demonstrations fromprofessional artists. We’ve recentlystarted using IGTV as well so if you’reon Instagram, come and say hello!``````Will you be at the cake shows?Absolutely! You can see us at the Cake& Bake Show at the Excel in Londonin October and Cake International atthe NEC in November. We have bigplans for shows this year. You’ll beable to get your hands on productsand play, see live demonstrationsfrom our famous cake artist friendsand be the first to see some brandnew products.The shows give us a chance toactually meet our customers inperson. If you shop with us, come andsay hello, we’d love to see you!TALK TO THE BRANDp82-talk to the brand.indd 82 09/08/2018 18:07
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