The wedding cake is one of those traditions that has stayed for a reason. It gives people a place to gather, it marks a moment in the day, and when it’s done well, it becomes something your guests remember, not just how it looked, but how it tasted too.
Abigail Bloom makes wedding cakes that guests talk about long after the plates have been cleared, not just because of how utterly incredible they look, with sugar flowers so life-like, you’d never know the difference, but because of how genuinely and exquisitely delicious they are.
Abigail is the founder of The Abigail Bloom Cake Company, a London based luxury wedding cake maker who works with couples across the UK. She set up her business in 2010, drawing on Le Cordon Bleu training, a four year hospitality degree and earlier experience running her own fashion business. Her cakes are intricate, detailed and unmistakably hand made, the kind that stop people in their tracks when they walk into a room because they are such a breathtakingly beautiful focal point.
Although Abigail is based in London, she works with couples all over the UK. You can order a tasting box with multiple flavours delivered to your door, which is a lovely way to sit down together and decide what you actually want to serve your guests. There are twelve mouth-watering flavours to choose from and if you would prefer to meet in person, consultations can be arranged in London.
Once you’ve got a sense of your venue, your flowers and your guest numbers, Abigail will take those details and use them to shape the design of your wedding cake. You can adapt one of her existing cakes or commission something entirely bespoke. She is particularly known for her realistic sugar flowers, each one made by hand and so convincing that guests often don’t realise they aren’t real until they’re told.
Looking back, I realised I had already gathered many of the foundations needed to build something of my own. My background includes a four-year hospitality degree with a year of practical training, Le Cordon Bleu training before university, and experience running a fashion business.
Through my corporate role I had also gained a close insight into how businesses are built and developed.
Baking had always been something I loved from childhood, but over time I began to see it as more than that. It offered a way to combine creativity, design, craftsmanship and entrepreneurship.
Founding The Abigail Bloom Cake Company in 2010 allowed me to bring all of those elements together, creating cakes that are not only delicious but also carefully designed pieces for some of life’s most meaningful celebrations.
You’re Cordon Bleu trained, which sets a very particular standard. How does that classical foundation show up in the way you approach a wedding cake, from flavour through to finish?
The Cordon Bleu was training was actually something I did back in my 20’s so that I could do a ski season! The training really shaped my approach to the baking side of the business. That classical foundation instils an enormous respect for technique, balance of flavour and consistency, and those principles underpin everything we do in the kitchen.
From the very beginning, my focus was on creating sponges and fillings that people would remember for their flavour as much as their appearance. Wedding cakes are often admired visually, but I always felt they should taste exceptional as well.
So the recipes I developed were designed to deliver beautifully balanced flavours, a light, elegant crumb and a finish that feels refined rather than overly sweet. At the same time, they also have to perform reliably in a professional kitchen environment and hold up structurally for multi-tiered wedding cakes.
That combination, beautiful flavour, careful technique and commercial practicality, is very much a reflection of that classical training.
When a couple comes to you with no clear idea of what they want, where do you begin? What does that first conversation look like?
When couples first come to me without a clear design in mind, I usually begin by learning more about the details they already have confirmed for their day. The venue is often the most helpful starting point, as it gives a strong sense of scale and style. I’ll also ask about their colour palette, the number of guests, any florals they’ve chosen and sometimes even the style of the dress, as all of these elements help guide the overall feel of the cake.
From there, I can suggest designs that might work beautifully within the setting. We offer both an off-the-peg collection and a fully bespoke service, so couples can decide which route suits them best.
For many couples, the off-the-peg designs are the simplest starting point. They can browse the collection and choose a design they love, and we can then adapt it to suit their wedding, whether that’s adjusting colours, sugar flowers or the overall size of the cake to match their guest numbers and venue.
For those who would like something entirely unique, I offer a bespoke design service. In that case, once we’ve discussed their ideas and confirmed that the pricing works for them, we arrange a design consultation. After that conversation, I create a series of sketches so they can visualise the cake and refine the details together.
Ultimately, my role in those early conversations is to guide couples through the possibilities and help them find a design that feels completely right for their day.
You offer twelve cake flavours, which is a real point of difference. How important is flavour to you relative to the visual design, and is there one combination that couples keep coming back to?
Flavour is incredibly important to me. In many ways it’s just as important as the visual design. A wedding cake should of course look beautiful and feel completely in keeping with the day, but there’s little point in creating something visually stunning if it isn’t just as memorable when it’s served.
When I first launched the business, I spent around eight months developing and testing the recipes to ensure each sponge and filling was genuinely delicious. The goal was always to create cakes that feel refined, balanced and enjoyable to eat, not overly sweet, but full of flavour and beautifully textured.
Our classic vanilla sponge is probably the flavour couples return to most often. It’s elegant, timeless and works beautifully with a variety of fillings. That said, we do have some wonderful outliers, the banana cake, for example, is unexpectedly popular and incredibly delicious.
Ultimately every flavour on the menu is there because it’s something we feel proud to serve. The cake should be as memorable to eat as it is to look at.
Do you offer taste testing, and is that something couples can do in person or do you send samples out? For anyone planning from outside London, how does that part of the process work?
Yes, we do offer tasting samples. For most couples, the simplest option is for us to send a selection by post. Once a couple has confirmed they’re happy with our pricing, they can choose a minimum of five flavours from our flavour menu and we prepare a tasting box for them.
The samples are sent by next-day delivery on an agreed date, so they arrive fresh and ready to enjoy. We usually ask for around a week’s notice to prepare these, and they can be delivered anywhere in the UK, which works particularly well for couples planning their wedding from outside London.
For couples who would prefer to meet in person, we are also happy to arrange a tasting consultation. As we tend to spend long days in the kitchen preparing wedding cakes, these meetings are usually arranged in central London and require a minimum booking value of £1,500. There is also a £100 consultation fee, which covers our travel time as well as six tasting samples.
In many cases, however, couples find the tasting boxes a relaxed and enjoyable way to sample the flavours together at home while planning the details of their day.
How do you prefer to work with couples in the lead-up to their wedding? Do you meet in person, work over video calls, or a mix of both?
“Most of our design discussions happen by email, as we spend much of the day in the kitchen preparing wedding cakes. Working this way also tends to be the most effective approach creatively, as couples can send over inspiration images, floral lists and colour references, and it ensures that all of the design details are clearly documented as the brief develops.
For many couples, particularly those choosing from our existing collection, the entire process can be handled very smoothly in this way.
If a couple would prefer to talk things through in more detail, we are always happy to arrange a video consultation. As this takes time away from production in the kitchen, we treat these as design consultations and charge a small fee to cover the time involved. This option tends to work particularly well for couples commissioning bespoke designs who would like to explore ideas together in more depth.
Bespoke wedding cakes are an investment that require high-level human craftsmanship. What would you want couples to understand about the process and why it matters?
Whether couples choose one of our existing designs or commission something more bespoke, a great deal of care and craftsmanship goes into every wedding cake we create.
Each cake is made entirely from scratch in our kitchen, with careful attention given not only to how it looks but also how it tastes and performs structurally on the day. From baking the sponges and preparing the fillings through to hand-finishing the exterior, there are many hours of skilled work involved in bringing the final piece together.
One area that often surprises people is the sugar flower work. Creating realistic sugar flowers is a very detailed and time-intensive process, but it’s something we’ve become particularly known for. When guests see the cake up close they’re often amazed to discover the flowers are made entirely from sugar. That level of detail can transform a beautiful cake into something truly striking and memorable within the room.
For me, creating wedding cakes has always felt like something of a vocation. I genuinely love producing elegant centrepieces for such important celebrations, and it’s incredibly rewarding to know the cake will form part of the couple’s memories of their day.
One of the loveliest things is hearing from couples years later who say they still remember the cake, how it looked, how it tasted and how it became such a talking point at the wedding. When that happens, it’s a reminder that the cake really did become part of the celebration in the way it was meant to.
Enquire with Abigail Bloom
Finally, for any couples reading this who are just beginning to think about their wedding cake, what would you most want them to know before they get in touch?
I would encourage couples not to feel pressured by trends or what others say you ‘should’ or ‘shouldn’t’ have at a wedding. The most memorable celebrations are always the ones where couples simply choose the elements that feel meaningful to them.
Traditionally, the cutting of the wedding cake is the first thing that a couple do together after they have said their vows. It can be a wonderful centrepiece within the room and often becomes a natural talking point for guests. When it’s thoughtfully designed and genuinely delicious, it becomes part of the atmosphere of the celebration rather than just another detail.
Placement can make a difference too. Positioning the cake somewhere guests naturally gather – for example near the drinks reception or bar area – often means people notice it, admire the details and start conversations around it. It can become a lovely focal point during the day.
It’s also something people tend to remember surprisingly vividly. Many of our couples tell us years later (in fact over 12/13 years later!) that guests still talk about their cake, how beautiful it looked and how much they enjoyed eating it.
So my advice would simply be to choose something you genuinely love. Whether it’s a smaller design or a larger showpiece, the most important thing is that it feels right for your day and reflects the style of your celebration.
