After over 10 years of running, Wimbledon’s ‘Cakeology’ is closing down. 

In the months following the sale of their store to a new landlord in December of 2020, an impossible 50% increase in rent was demanded, the ultimatum being to vacate the store. Since then, owner Laura George and her team made the hard decision to close up shop, giving employees time to find new work and prepare for closure.

Following this saddening news, I spoke to Laura about the beloved business and the events surrounding its shut down. 

'In December 2020 our shop was sold, just as our lease was up for renewal,’ Laura began. ‘This new landlord came in with bad intentions. He allowed us to extend our lease for 6 months. We were led to believe it was because he wanted to help but it was actually so he had time to apply for planning permission to convert the store to new flats. We found this out via a letter from the council; he didn’t even have the courtesy to tell us himself. He promised us the option to discuss the rent (he then ignored our efforts to do so).

'He’s now been granted planning permission to convert our little shop into three flats,’ continued Laura. ‘We had to make a decision about a month ago to follow through with closure to allow our staff time to find new jobs and for us to prepare for closure.’

Unfortunately, after being afforded such little time, Cakeology will not be moving to a new premises.

'We have fought for the last six months to try and find a new location or agree a new rent but to no avail,’ Laura said. ‘Now my staff have found new jobs and half our stock has sold; it would be impossible to move.’

The knowledge that the long-standing local staple will be converting to flats has come as a huge shock and annoyance to the community. 

'How many flats do we need in this already overcrowded and busy part of London?’ said Elizabeth Hynes on nextdoor.co.uk. ‘It is sheer greed and is depriving the people who run this individual and unusual shop from making a living. It is so nice to have different shops and not turn the area into a great big housing estate.’

Laura added that she was disappointed in the council for ‘destroying the retail sector’. ‘COVID will have hit us hard enough,’ she explained. ‘And to now have even more flats popping up seems silly with no businesses in the area.’

As the store’s lifetime draws to a close, I asked Laura about its beginnings. 

‘Cakeology was founded after my passion for baking exploded,’ she said. ‘I was a nanny at the time and started doing the kids’ cakes. I went on a few courses and my cake orders grew. It got to the point where my house wasn’t big enough. So Cakeology was born! My grandmother was a professional baker. Maybe it’s just in my blood!’

When asked what inspired her to start such a venture Laura described how lucky she was to have the support of her parents to be able to follow her dreams. ‘It’s taken a huge amount of blood sweat and tears, determination and hard work,’ she admitted. ‘But to look back at what we’ve achieved makes it all worth it!’

And achieved they have. Over the years, Cakeology has won a number of commendable awards. 

'My first award is probably my proudest!’ shared Laura. ‘I was a young cake decorator with zero professional experience when I won Cake Decorator of the Year 2011! I then went on to win it again in 2012. And we won a team challenge shortly after where we made a life size wedding dress out of cake! We’ve also had several silver awards for wedding cakes.’

Unfortunately, as the business grew Laura said that her ‘spare time for competitions became nonexistent’ and so she has not competed for a while. However, Cakeology has proved it does not need competitions to be outstanding.

'We donated over 3000 cupcakes to The Dons Local Action Group, for the NHS and vulnerable,’ Laura proudly shared. 

The ‘ultimate cake shop’, as described on its website, has been supplying all degrees of cakes and baking supplies to local and online buyers since its founding. As well as being a local favourite it also means so much to its staff and owner. I asked Laura what she will miss about Cakeology come its closing.

'There are several things I’ll miss. My staff for one,’ she firstly said. ‘Helen has been with me for nine years and Laura (yes there is two of us) has been with me for six. They’re definitely considered family.’

'Our customers,’ she said next. ‘I’ve made some customer’s children’s cakes for ten years now. Quite a few customers are now good friends of mine.’

'And lastly,’ said Laura. ‘My identity. I’m known to most as ‘Cake Laura’. It’s been who I am for the last ten years. It’s a lot to let go of, but it’s now on to the next chapter of my life!’

With the beginning of this next chapter in her sights, Laura concluded, ‘I’d just like to say a massive thank you to every single person who has shopped with us, done courses with us, spread the word about us and come to us for anything cake related! Without you we wouldn’t be the company we are. I am devastated to be closing the doors, it feels like I’m letting you down. The silver lining is that you can now all benefit from some pretty incredible deals on cake decorating supplies and I will be spending more time with my two little boys, who are desperate to have their mummy home!’

It has now been confirmed Cakeology will be closing on the 8th of May. If you are feeling inspired to make some Spring bakes, everything is up to 50% off in store and online. From its unique cakes to its years of happy customers, it is safe to say this store has left a huge legacy and will be greatly missed.