Let Them Eat Cake..
Baking makes me go all misty eyed with nostalgia, remembering my childhood in the 80's, watching Cheryl Baker's "Eggs N' Baker" on a Sunday morning and subsequently badgering my mother to assist me in recreating whatever magic I had witnessed on screen in our large and pristine Poggenpohl kitchen. The kitchen was without doubt the heart of our home in coastal Northumberland. It was the source of not only frequent culinary activity but also of blissful family meals and many an impromptu social gathering (the wine flowed more freely than at a Dionysus festival and I will forever have images of my mother dancing to whatever 80's music was blaring from the Bang & Olufsen stereo in her stilettos, mohair jumper dresses and leggings etched into my memory. Well it was the 80's).
I was the type of child that always wanted to lick the bowl (especially if mum was making her chocolate fudge cake, to this day an enduring favourite). I recall baking Stottie cakes (as much a Geordie institution as Gazza and brown ale) at school in Jesmond and chocolate muffins at boarding school in Pitlochry, Scotland. Extra curricular cooking classes were always a "must" for me. For one, I got to eat more, which in my mind was always a good thing.
Given my own happy memories of baking, it really warmed my heart when I found out that my friend Ashley Van Baalen recently made the brave decision to quit a successful and much-sought-after career in Beauty PR to launch Mini's Bakery in Ascot, her own entrepreneurial venture. It seems that Marie Antoinette wasn't the only fashionista that wanted to "let them eat cake".
Ashley Van Baalen, founder and CEO of Mini's Bakery
Edible Makeup Bags and Accessories
Custom-designed biscuits for Chantelle Lingerie (as endorsed by Lisa Haynes, Fashion & Beauty Editor for the Press Association)
A Valentine's Cupcake
Pink Raspberry Macaroons
Engagement Party Cupcakes
A lovely boss ordered these lemon cupcakes to thank her team for all their hard work
Spring Cupcakes
Lace Heart Biscuits
Cinnamon-Raisin Danish Swirls
Cheese, Broccoli, Tomato and Onion Mini Puff Pastry Bites
Ashley sweetly agreed to take time out of her hectic baking schedule to answer some interview questions:
DOAFM: Ashley, I first met
you when you were working at boutique PR agency Store PR. From there you went
on to work with one of my favourite "Eco-Beauty" PR agencies, Pure
PR. What inspired you to take the leap from working in PR to launching your own
venture, Mini's Bakery?
AVB: My
decision to leave PR after 8 years came after I realised that I was at my most
happiest when pottering about in the kitchen baking with Saturday Kitchen on in
the background, or kneading dough while singing along to George Michael on my
iPod. I thought, “if these are my most happiest and content moments, why can’t
I do it all the time.” So I signed up to a number of decorating and baking
classes to refine my skills and started creating cakes and designs for friends,
product launches and events, for which I was being paid for. Unfortunately it
isn’t easy to work full-time commuting into London and start up a baking
business so, with the support of my family, I was able to leave PR and focus
100% on Mini’s Bakery.
DOAFM: British consumers seem
to have become baking mad over the last few years with TV shows such as Paul
Hollywood's "The Great British Bake Off", Eric Lanlard's "Baking
Mad" and well, all things Nigella. Why do you think baking seems to have
made such a huge resurgence in popularity?
AVB: I
think that baking has become popular (again) because it is something that the
whole family can enjoy together. Whether you are making cakes for a friends
birthday or teaching children to crack and beat eggs, everyone can be involved
and enjoy the outcome of a couple of hours in the kitchen. In addition, in this
time of austerity people are looking for less expensive ways to enjoy their
free time. Key baking ingredients
do not cost a lot, compared to a day trip into London, and can actually be more
rewarding. There is nothing more satisfying than providing your loved ones with
something that they can enjoy.
DOAFM: There was a point
where it seemed as if no fashion or beauty launch event was complete without a
selection of treats from the likes of The Primrose Hill Bakery or Laduree.
People assume fashionistas don't eat, so why do you think cupcakes and macarons
are so popular with the style glitterati?
AVB: Cupcakes,
macaroons, cake pops and meringues are always going to be popular for events
and launches as they are ‘Instagramable’ and a talking point. Having your
brands logo on a cake or a macaroon fashioned into the shape of a lipstick will
always catch peoples eye and draw attention. Recently, I provided cupcakes and
biscuits for a lingerie launch and the client requested that they were
decorated with bras and knickers. The style glitterati love the finer things in
life as well as something personal and unique, and what better way to
experience this than with a delicious and beautifully constructed treat.
DOAFM: My patisserie spies
tell me that Krispy Kreme have competition in the shape of Dum Dum Doughnuts,
the new, low-fat British Artisan doughnut brand. Where do you stand on fat
versus taste?
AVB: I
think that it is great that companies are trying to create healthier
alternatives for those looking for a ‘lighter’ option. However, as with
everything, there is nothing wrong with indulging in something that you fancy
from time to time, everything in moderation.
DOAFM: Who are you baking
heroes and why?
AVB: I
have a couple and of course Delia Smith is number one. I remember as a child my
mum had Delia’s Complete Cookery Course book from the 1970’s and I would use
that as my go-to resource for fail proof recipes such as scones, shortbread
biscuits, and cakes. Delia is a stickler for following a recipe to the gram and
is a good teacher for those looking to get the best results. Another of my
baking heroes is Adriano Zumbo, an Australian patissier who for me brings a
modern twist to the more traditional art of patisserie. He brought the
croqembouche tower to a wider audience and creates masterful V8 cakes.
DOAFM: If you had to pick
just one star product from all the delectable goodies produced at Mini's
Bakery, what would it be and why?
AVB: That
is a difficult questions, but my most popular recipe is my banana and white
chocolate muffins, for savory it is my cheese twists every time, which is a
mixture of parmesan cheese, whole grain mustard and chilli flakes.
DOAFM: What is your dream
recipe / creation and why?
AVB: I
have been challenged to create a croqembouche tower by a friend which really
will be some task and I would be proud to complete one. I’d also like to say
that I created by own wedding cake with 100 matching cupcakes, but as a
perfectionist, I have been told by my fiancé that I am not allowed, due to the
potential stress levels!
DOAFM: Where do you see
Mini's Bakery in five years time?
AVB: In
5 years I’d love Mini’s Bakery to be the go-to place for ‘at-home’ afternoon
tea services. Bringing the full experience to peoples homes without any hassle,
we provide the treats, crockery and best of all clear up after!
DOAFM: If you had any pearls
of wisdom for aspiring bakers, what would they be?
AVB: Practice,
practice, practice and practice some more! That is really the only way to
perfect your skills. If it goes wrong, it is ok; it is only eggs, flour, and
sugar! Also, try odd combinations, play with flavors and techniques, you will
be surprised by what you can create.
DOAFM: What product from
Mini's Bakery are your customers going crazy for right now?
AVB: Cupcakes are still a big seller with our customers,
as they are easy to share and can be decorated to any specification. The orders
for macaroons and chocolates are becoming very popular as wedding favours too!
You can find Mini's Bakery on Pinterest:
http://www.pinterest.com/ashleyvanbaalen/minis-bakery/
Facebook:
https://www.facebook.com/pages/Minis-Bakery/159226177615485
Mini's Bakery, Lavender Row, SL5 8QR, Ascot, Bracknell Forest, United Kingdom
T - 07921 396376
