From lockdown treat boxes to a thriving market stall, Jake’s story is a reminder that building a business takes experimentation, persistence and a good understanding of your customers.
What does it really take to turn a passion into a successful business?
In Episode 28 of Made In Ely, recorded at Ely Work Collective, we sat down with Jake from Jake’s Kitchen to talk about his journey from professional kitchens to running his own home bakery, trading at markets across Cambridgeshire and Norfolk, and developing the bakes that have become favourites with local customers.
His story is about much more than cakes. It’s about finding your niche, learning to adapt, and discovering that sometimes the best opportunities come from being willing to change direction.
From a childhood love of cooking to professional baking
Jake’s love of food started early, cooking alongside his mum and nan before taking a one-day-a-week catering course at college at just 14.
He went on to complete an apprenticeship and his NVQ Level 2 while working at Sandringham’s visitor centre, spending around five years developing his skills in cooking and baking from scratch. Further experience in a seafood and grill restaurant helped him explore different areas of the hospitality industry before he discovered where his real passion lay.
That turning point came when he worked at Tom’s Cakes, where he spent around 18 months working in a dedicated bakery.
It was there that Jake really fell in love with baking.
Although he enjoyed cooking professionally, he realised that fine dining wasn’t quite the right fit for him. Baking offered the creativity, variety and opportunity to keep learning that he was looking for.
It was the beginning of what would eventually become Jake’s Kitchen.
How COVID helped launch Jake’s Kitchen
Jake began making birthday cakes and treat boxes for friends and customers in October 2019, while still working in hospitality.
When COVID arrived and the café where he worked closed, his small side business suddenly became his main focus.
With people spending more time at home and looking for little treats to brighten their days, his postal treat boxes took off. Demand became so strong that Jake had to cap production at 40 boxes because of the limitations of his home kitchen. Even then, they could sell out in around an hour.
It was an incredible opportunity, but it also showed Jake how quickly customer behaviour can change.
As life returned to normal, demand for postal bakes began to fall. Jake continued selling cakes and treat boxes alongside employment, gradually building the business through celebration cakes, wedding cakes and small events.
By January 2022, he had made the decision to leave his job and give Jake’s Kitchen his full attention.
It was a significant risk. At that stage, the business wasn’t yet generating enough consistent work to provide a reliable full-time income.
The next chapter would require some experimentation.
Finding the right market — and the right customers
Jake initially tried a variety of different products, from afternoon tea boxes to postal orders and small events. But despite putting plenty of time and effort into them, the results weren’t consistent enough to make the business financially sustainable.
As he explained during the conversation, one of the biggest surprises was just how many cakes he needed to sell to make a living.
Ingredient costs, preparation time and the volume of products required meant that being busy didn’t necessarily translate into earning enough money.
The breakthrough came in summer 2022, when an opportunity arose to trade at Fakenham Market in Norfolk.
The regular Thursday market provided a more consistent sales opportunity and allowed Jake to organise his baking and preparation around a reliable trading day. Being originally from the Fakenham area also gave him a community of friends and familiar faces who could help spread the word.
Then, in early 2023, after contacting the organisers several times, Jake secured a Sunday trading spot at Ely Market.
That proved to be another major turning point.
Regular markets allowed Jake to focus on the products people wanted to buy, build relationships with returning customers and establish a more sustainable routine.
Rather than trying to sell everything to everyone, he began concentrating on the channels that worked best for his business.
It’s a valuable lesson for any small business owner: more products, more services and more activity don’t automatically mean more profit. Sometimes growth comes from simplifying what you do and concentrating on what works.
The products that made Jake’s Kitchen stand out
One of the most interesting parts of our conversation was hearing how Jake develops new products.
His inspiration comes from a mixture of online research, travel and visits to cafés, coffee shops and bakeries. He takes ideas he discovers elsewhere and experiments with them, adapting recipes to suit his own style and his customers’ tastes.
Not every experiment succeeds. Jake has tried products he was convinced would sell well, only to discover that customers weren’t interested.
But some of his biggest successes have come from ideas he initially treated as a bit of fun.
Happy Shortbread Biscuits
These colourful, vegan shortbread biscuits feature smiley faces and seasonal sprinkles.
Jake originally made them as a one-off, without expecting them to become a regular seller. Instead, they sold out quickly and became a favourite with children and adults alike.
Some customers now return regularly to buy them, making the biscuits part of their routine.
It’s a brilliant example of why testing a product with real customers can be more revealing than relying on your own assumptions.
The Swirly Rolls
If there’s one product Jake is particularly proud of, it’s his Swirly Rolls.
Inspired by the familiar cinnamon roll but developed into both sweet and savoury varieties, these bakes took considerable experimentation to perfect.
Jake estimates that he went through around 30 recipe trials while working to achieve the right texture and keep the rolls soft for several days.
Today, they’re a signature part of his offering in Ely, with a dedicated Swirly Roll stall on the first Saturday of each month.
Flavours range from sweet favourites to savoury creations, including a roasted pumpkin, garlic butter and cheese version.
The rolls demonstrate the importance of having something distinctive to offer. In a town with plenty of excellent bakeries and market traders, developing a recognisable product has helped Jake stand out.
Interestingly, the same products don’t necessarily perform equally well everywhere. His Swirly Rolls are particularly popular in Ely, while different products find their audience in Fakenham.
That’s another important reminder: understanding your market matters just as much as having a good product.
The power of community and regular customers
Running a home bakery can be a solitary business. Much of Jake’s time is spent baking alone, so getting out to markets offers more than just an opportunity to sell.
It provides connection, friendships and a sense of belonging.
Jake spoke warmly about the market-trader community and the way traders support one another, particularly when the weather turns against them. From helping secure gazebos in strong winds to protecting stock and making stalls safe, that practical support makes a real difference.
He also highlighted the importance of regular customers.
When someone buys a bake every week or returns each month for a favourite treat, those small, repeat purchases can help create consistency in a business that might otherwise be unpredictable.
For Jake, selling face-to-face also allows customers to meet the person behind the product. They can ask questions, discover new flavours and build a relationship with the business.
In a world where so much shopping takes place online, that personal connection remains a powerful advantage for independent businesses.
What’s next for Jake’s Kitchen?
At the time of recording, Jake was preparing for his busiest period of the year: Christmas.
His plans included a first appearance at the Ely Christmas Fair in Ely Cathedral, where he was due to run a pop-up café-style offering in the Lady Chapel.
With a packed schedule of weekend events alongside his regular Thursday market, the festive season was shaping up to be a particularly busy one.
Although preparing the right quantities for a major event can be challenging, opportunities like this offer a chance to introduce Jake’s Kitchen to new customers and build on the reputation he has established through regular trading.
What can other small business owners learn from Jake?
There are several lessons from Jake’s journey that apply well beyond the world of baking.
1. Be prepared to change direction.
Jake’s original online treat-box model worked brilliantly during lockdown, but customer demand changed. Rather than stubbornly sticking with the same approach, he explored new sales channels until he found a better fit.
2. Understand the numbers behind your work.
A busy business isn’t necessarily a profitable one. Ingredient costs, preparation time and the number of products you need to sell all matter. Jake’s experience shows why it’s essential to understand which activities genuinely support your income.
3. Listen to your customers.
Some of Jake’s best-selling products weren’t the ones he expected to succeed. Real customer behaviour provided the evidence he needed to decide what deserved a place in his range.
4. Give yourself room to experiment.
Developing the perfect Swirly Roll took dozens of attempts. Improvement came through testing, learning and refining rather than expecting everything to work the first time.
5. Build relationships, not just sales.
Regular customers and supportive fellow traders have played an important role in Jake’s journey. A strong community can help a small business become more resilient and enjoyable to run.
Supporting independent businesses in Ely
Jake’s story is also a great example of what makes Ely special.
Our city has a thriving market, independent retailers and small businesses that bring personality and variety to the local economy. These businesses create opportunities for people to pursue their passions, develop their skills and build something of their own.
At Ely Work Collective, we love hearing these stories and connecting with the people behind them.
Whether you’re an established business owner, a freelancer or someone thinking about taking the leap into self-employment, there’s plenty to learn from the experiences of others.
Listen to Made In Ely
Episode 28 features Jake from Jake’s Kitchen in conversation with Ely Work Collective, covering his journey into baking, the realities of running a small food business, product development and the importance of finding the right customers.
If you’re in Ely or the surrounding area, keep an eye out for Jake’s Kitchen at local markets and events.
And if you’re building a business of your own, remember: you don’t have to get everything right straight away. Sometimes the breakthrough comes from trying something different, listening to your customers and keeping going long enough to discover what works.
No responses yet