The sweet rise of Something About Cake

If there’s one thing Fiona from Something About Cake doesn’t do, it’s vanilla. Sure, she offers the flavour (white chocolate raspberry and lemon are still her most requested) but when it comes to how she runs her wedding cake business, Fiona’s approach is anything but plain. 

Think cake meets couture. Think piping, sculpting, painting, drilling (!), and detail so precise it borders on obsession. That’s what makes her a cake artist, and not just a decorator.

From bakery apprentice to cake artist

Fiona didn’t grow up dreaming of wedding cakes. In fact, she didn’t plan on baking at all. “Uni wasn’t for me,” she says. “I knew I needed to do something hands-on.” That decision led her to William Angliss, where she enrolled in a pastry course and discovered a love for the finishing touches: texture, shape, design. The art.

Fiona completed her apprenticeship at a bakery, but at the time, there weren’t many options for couples looking for a beautifully designed, highly detailed wedding cake. “Fifteen years ago, you just went to the local bakery and picked something,” Fiona recalls. “There were no dedicated design studios or high-end cake makers.”

So, she created one.

After five years working in a cake decorating shop, she built a small but loyal client base and took the leap into full-time business. In 2016, Something About Cake was born.

Her first move? Signing up with Easy Weddings. “It was the only avenue back then. Instagram was around, sure, but it wasn’t the business tool it is today. Back then, directories were still the main way couples found their suppliers.”

“I’m a Type-A perfectionist, and I own that”

So, what draws couples to Something About Cake in the first place? Fiona says it’s a mix of her meticulous attention to detail and the vibe she brings to the process.

 

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“I never wanted to run a huge company. I love being the person you deal with from start to finish. No admin staff, no vanilla email threads. It’s just me, and I’ll make you feel like you’re my only client of the year.”

From the first enquiry, Fiona brings a relaxed but polished energy to the process. She’s quick to pick up on the type of client who values her work – and equally quick to step back from those sending off ten generic quote requests. “I’m not trying to be everything to everyone,” she says. “I want to attract couples who care about the fine details.”

She also loves guiding couples through the process without any pressure. Don’t know what size cake you need? She’ll explain. Want the big visual impact without actually needing that many serves? She’s got foam tiers. Yes, that’s a thing.

A taste that seals the deal

Fiona’s booking process is intentionally low-pressure. Couples receive all the info and a rough quote upfront. If it feels like a fit, they’re then invited to book a consultation and taste test.

“I used to follow up with couples who submitted an enquiry and I hadn’t heard from, but it took up too much time and started to feel pushy,” she explains. “So I asked myself, what can I take off my plate that won’t jeopardise the business? That was it.”

Since letting go of follow-ups, her bookings haven’t slowed down. “If someone really wants to work with you, they’ll come back. You don’t forget about [contacting] a supplier you really want to work with.”

 

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One of Fiona’s signature Something About Cake touches? Complimentary sample boxes. 

“I’m the only one in the industry who does it,” she says. Each box includes 2–4 bite-sized pieces of her most popular flavour, made from leftover batter she sets aside during her baking week.  It’s low-waste, cost-effective, and incredibly effective.

“It doesn’t cost me much, but it makes a huge difference. Once couples try the cake, they usually book. The taste speaks for itself.”

Cake truths nobody tells you (except Fiona)

Educating clients is part of the job, and Fiona takes that seriously. “You’re not supposed to know everything: this is your first wedding cake. I simplify it. I’ll be honest about what’s worth investing in and what’s not.”

That honesty extends to pricing, too. “There’s a big difference between a $300 cake from a non-approved kitchen and a $700 custom cake made from scratch. And my clients care about quality.”

For those working with tighter budgets, her advice is simple: go minimalist. “Choose a simpler design, but don’t skimp on taste or craftsmanship. Just because it’s simple doesn’t mean it should be basic.”

Cake designs couples are loving right now

Her most-requested designs sit at two extremes: vintage-style buttercream piping (think intricate ‘Lambert’ swirls, a trend she never thought she’d see the day it returned), and draping and ruffles. While not as intricate as sugar flowers or stencilling, this softer, textured look is proving popular with couples after something stylish yet understated.

She’s also seen a rise in requests for minimalist modern cakes: those tall, smooth designs finished with just a few berries or fresh fruit. “I did one recently for a GWS football player with blueberries instead of raspberries,” she laughs. “Blueberries! It’s a thing now.”

A word on the cake industry

Fifteen years in, Fiona’s seen plenty of changes. “It’s saturated now,” she says. “There’s such a huge pricing gap between newcomers – some of whom aren’t even working from approved kitchens – and professionals doing it legally and from scratch.”

She’s not interested in undercutting. “I want to attract clients who appreciate quality and are looking for something close to perfection.”

Even as the industry evolves and inflation drives up the cost of ingredients (especially chocolate—“It’s tripled,” she says), Fiona refuses to compromise. “I won’t buy Nestlé. I buy Belgian.” Only the best for her clients!

Still Something About Cake

Today, most of Fiona’s bookings come through referrals, Instagram tags, and industry word of mouth. But Easy Weddings? Still the only advertising she’s ever paid for.

“As a sole trader, I do everything myself: baking, decorating, admin, accounts, and consultations.” Fiona creates up to 90 wedding cakes per year, plus birthday, baptism, and communion cakes. Her peak season is February through April, with quieter months in January and July (pro tip: book a winter wedding for more flexibility). “My time is limited. Easy Weddings has taken a huge load off my plate. I haven’t had to worry about SEO or managing a website. It’s been worth it.”

And those glowing reviews? All 72 five-star ratings? “I didn’t use to ask for them. But once I started, I realised people were more than happy to write something. Especially on Easy Weddings. you can’t fake those like you can on Google.”

What’s next for Something about Cake?

Fiona isn’t one for five-year plans. With inflation and rising ingredient costs, she’s taking it one cake at a time. “People want smaller weddings now, which means less cake. But I hope I’m still here, doing what I love, in five years’ time.” She says. “But I know I might need to adapt a few things along the way.”

One thing’s certain: in an industry that’s constantly shifting, there’s still something about Something About Cake.

Ready to bring your dream cake to life? Enquire now with Something About Cake to check availability.