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From Science Teacher to Wedding Cake Designer
I recently joined Annie Bennett on the Profitable Baker Podcast to talk about visibility, imposter syndrome, and how putting myself out there completely changed my cake business.
(You can listen to Annie and I in the full podcast available on YouTube, Spotify, Apple and Amazon Music)
Before becoming The Flowering Baker, I was actually a science teacher. When I moved back to the UK from Germany with young children, I decided not to return to full-time teaching and instead explored baking professionally.
What started with birthday cakes and experimenting with buttercream flowers quickly became a real passion, but the business side didn’t happen overnight.
The Quiet Start to My Business
In July 2023, I lost my mum to cancer, and it was one of THE hardest periods of my life. At the same time, we were repatriating back to the UK with young children, adjusting to a new home, a new town, and trying to navigate grief alongside such a huge life transition. Cake decorating became both a creative outlet and a source of comfort during that time.
When I first registered my business in February 2024, I went through around six months with NO orders. Looking back now, that quieter period forced me to focus on: improving my skills, refining my pricing, building my branding, and increasing my visibility.
Entering Cake & Bake International Show 2025
The biggest turning point came when I decided to enter the Cake International Awards. Despite major imposter syndrome (which I’m still working on!), I entered two categories and became a FINALIST in both Flower Artist of the Year and Rising Star of the Year.
You can read about my Cake International 2025 show experience in my blog post here, where I talk about my first ever demonstration of piping buttercream flowers with Renshaw and Vanilla Valley.
That one decision opened so many unexpected doors: demonstrating at Cake International, collaborations with cake brands, styled shoot opportunities, affiliate partnerships, magazine features, and becoming a recommended supplier at a luxury wedding venue. But there are many small decisions that have also played a part in where my business is today.
Why Visibility Matters
One of the biggest lessons I shared on the podcast is that visibility creates opportunities.
Not every post or event will immediately lead to bookings, but visibility builds: credibility, trust, relationships, referrals, and recognition.
What Helped Me Grow My Visibility
Some of the things that helped me most were: tagging brands and suppliers in my posts, joining styled shoots, attending wedding fairs and artisan markets, networking with photographers and venues, and simply applying for opportunities even when I felt unqualified.
Imposter Syndrome & Pricing Confidence
I also talked honestly about imposter syndrome and pricing confidence, something so many bakers struggle with and yes, I’m still working on it!
Final Thoughts
The biggest takeaway?
You cannot sit back and hope people discover you. You are the one that calls the shots. You have to put yourself out there.
Whether that means attending fairs, messaging venues, entering awards, collaborating with suppliers, or simply posting your work online consistently – visibility matters.
Because you genuinely never know which opportunity could completely change the direction of your business AND have fun in the process!
If this post resonated with you, or you’re currently navigating the early stages of your own baking business journey, I’d love to hear from you. Feel free to leave a comment, share your experience, or ask any questions, especially if you’re struggling with visibility, confidence, or growing your business. You’re definitely not alone!
Love always,
Ziggy Li
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