Interview with Martha Swift, The Primrose Bakery, Luxury Cupcakes London

five star london, luxury hotelsEvents In London September 2013

Martha Swift of The Primrose Bakery!

  • by arobis

Primrose Bakery is celebrating their 10 year anniversary in 2014! This little luxury cupcake gem has been in London for ten years and definitely the right place for a coffee whilst you are near Primrose Hill. What has made the Primrose Bakery stand out for us is the hidden nature of it and as one of London's most established institutions for cupcakes. 

It is a hang out place for mums and kids and while you do visit London we do recommend taking a few hours out to visit and relax!

We had the opportunity to meet Martha Swift at her Primrose Hill branch and learn about her story and how she started the business!


How did you start?

Primrose Bakery was one of the very first cupcake places in London, this was the reason we started it. Initially a business doesn't make money so you have to be passionate. We were supplying to Selfridges but the paper work in these cases is overwhelming. However, I would say Liberty and Selfridges were great opportunities to build a brand name. After two years it was too much to do in the home kitchen. We had saved enough money for the bank. We decided to give it a go and open a shop. It is a labour intensive role and the food has to be made fresh 7 days a week. Sometimes as an idea it seems easy but it requires hard work. Coming all this way I realise it is a business I love and I've never been bored for a single day!


Where did the idea of the look of the bakery come from?


I tried to make it retro but quite modern as well with a fresh and clean look. It is something that is meant to be quite warm and welcoming. Especially with London's dull weather we had to have a space that would be charming in winters and summers. The colours are sweet and work well together.


What is your favourite cupcake and what do you advise a new comer should try?

 My favourite cupcake is Carrot and Salted Caramel. When you work here all the time you don't crave sugar as much anymore hence the Salted Caramel Cupcake is the perfect balance. The new book is coming out soon and we will have some new recipes in there!

 What would you say about healthy eating? How can one balance what they eat?

The quality is very important. You can enjoy a cupcake once in a while with a healthy balanced meal. We know exactly what has gone in to these cakes and all the ingredients are perfect and simple. If you want to come in for a mini cupcake you are most welcome to and lots of people will come in for one treat. 

What is planned for 2014?

 Mother's Day is one of our busiest days. We hold classes and afternoon tea options. It is a great treat for Mother's and Daughters. We are then launching a new book!

This spring we highly recommend you visit The Primrose Bakery

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