DESIGNER. CAKE ARTIST. CREATIVE COLLABORATOr.

Meet Justine, the face and vision behind It’s Not Just Cake

Based in West London, I’m a Le Cordon Bleu-trained cake artist with a background in food, music, and advertising, and a lifelong obsession with the creative process.

I didn’t set out to build a wedding cake studio. It started with an X-Fighter cake for my nephew, complete with a stadium and sugar stuntmen mid-air.

It wasn’t pretty, but it sparked something! Ten years, and countless cakes for friends and family, later, that passion grew into It’s Not Just Cake.

A PERSONAL, CREATIVE APPROACH

Every cake starts with a connection. I want to understand what matters to you so I can create something that feels personal, original, and entirely one-of-a-kind.

This is a collaborative, creative process—built on instinct, trust, and a genuine love for what I do. I design for couples who want their cake to say something, to stand for something, and to reflect the care they’ve poured into every part of their wedding day.


Why It’s Not Just Cake? Well, because it never is! It’s a centrepiece. A statement. A story. And it deserves to be truly unforgettable.

My Philosophy

Your cake should be designed with you, made with the finest ingredients and with a creative edge…

A STATEMENT FOR EVERY KIND OF CELEBRATION

Where innovation, artistry, and incredible flavour combine.

For parties, milestones, and moments that call for something original.

  • A twist on the classics—like vanilla cake with roasted strawberry and fig leaf jam and shortbread crunch. Also currently obsessed with draped textures, twisted florals, lace details, and wafer paper magic.

  • Always developing new flavour pairings—especially for the next round of tasting boxes. Seasonal, surprising, and seriously good.

  • Exploring a few new venues that have been on my list for a while—and collaborating with florists whose work is beautifully creative and refreshingly original.

GET TO KNOW ME A LITTLE BETTER

Whatever the occasion, if you’re ready to bring your cake ideas to life, I’d love to hear from you

  • I never stop learning. Standards are high here, and staying still isn’t an option. Right now, I’m deepening my techniques in flexible sugar flowers—because details matter.

  • Negativity and dishonesty. I value transparency, good energy, and a no-drama approach—in life, in work, in everything.

  • Italy, again. My husband’s Italian, and the next stop is Cormòns—for wine, local food, and slow, beautiful days with the family.