Mich Turner MBE talks to me about cakes, what it takes to get to the top and of course her MBE!

Mich Turner MBE is founder of Little Venice Cake Company and is often described as ‘Queen of Couture Cakes’, thanks to her multi-award winning designs and A-list clientele.

She has made over 10,000 cakes including those for Her Majesty The Queen, Madonna, Pierce Brosnan, Cheryl Cole, Gordon Ramsay, David Beckham, and Simon Cowell. She originally trained as a Food Scientist and was Patisserie Buyer at Harvey Nichols, before founding her hugely successful Little Venice Cake Company in 1999.

Among her many awards and accolades, Mich was named Harper’s Bazaar & CHANEL Entrepreneur of the Year 2006, and in 2010 she was honoured with receiving an MBE for her services to the catering industry. 

As part of my Business Insight Interviews for the Craft & Hobby Association, I caught up with Mich to talk about her MBE, business insight and what advice she can give to aspiring cake experts!

How did it feel to be awarded your MBE?

“I was awarded my MBE in the Queen’s Birthday honours in 2010-. It came as such a genuine surprise! I received the letter in April informing me of the intention to honour me with an MBE for my services to the catering industry. I had to write back to say I was happy to receive the honour and then waited for my requested presence to go to Buckingham Palace on 24th November 2010 for my investiture.”

What was it that got you the MBE?

“Since founding Little Venice Cake Company in 1999 I have made over10,000 bespoke cakes, including many for members of  the Royal Family.”

Receiving an MBE must have been a proud moment for you, what were your thoughts on receiving it?

“Initially disbelief, then elation as I opened and read the letter. There are genuinely very few times in your life when you are totally surprised on the upside! I felt it was a huge honour, combined with a sense of duty and responsibility.”

How has your MBE helped your career?

“Being recognised as a consummate professional in your chosen field is hugely rewarding. Having an MBE encourages a sense of authority and credibility to my abilities  - and the Americans love seeing the medal!”

You’ve been at the top of this profession for a long time now, what still challenges you?

“I love the challenge of always making myself that little bit better today than I was yesterday – or will be tomorrow. The cake market is constantly evolving – new ingredients, new recipes, new techniques – and I love finding a way to bring all of these together – and then some in the world of Little Venice Cake Company to inspire creativity.  Whether I am writing a new book, trialling new recipes for a major supermarket, designing bespoke cakes for celebrities, launching my fine bone china Afternoon Tea collection, overseeing my franchise in Kuwait servicing the Middle East, or teaching – in classrooms, live shows or on TV.” 

You founded the very successfully Little Venice Cake Company, what advice would you give to a young designer / cake maker in starting their own business?

“Be prepared to work unbelievably hard. The highs will be high, but the lows will be low; learn to keep on an even keel. Know what you can do – and do it really really well.  Be focused, driven, determined and tenacious. You will get nowhere without drive, ambition and skill.”

Where do you get the inspiration for the amazing cakes you create?

“I am overwhelmed by inspiration and lack time to try them all! Fashion, nature, jewellery, interiors are all wonderful sources of inspiration – but more recently, with the explosion of social media and internet activity – so many more ideas, designs, techniques and ingredients are available – it is a goldmine!”

What inspired you to bake cakes and when did you realise it could become a career rather than a hobby?

“I have been interested in cooking since I was very young – watching Delia Smith on Saturday morning Kids’ TV. I enjoyed the creative process of turning ingredients into amazing dishes and won my first chef competition at the age of 15. It was then I decided to pursue studying food at A level and University degree level – specialising in bread, cakes and bakery. My A Level teacher asked me to decorate her wedding cake – my first – when I was 17. I was sponsored by United Biscuits and my first placement was overseeing the production of 750,000 Christmas cakes for Marks and Spencer – it was understanding the volume of the opportunity that helped me realise cake was big business!”

You’ve produced so incredibly detailed cakes for royalty and celebrities, what advice could you give to young entrepreneurs in building their brand?

“Understand your brand values very early on and stick to them. Run your business on profitability not creativity – but allow the creativity to flow. Network like crazy and keep an excellent, updated database. Ensure you always portray yourself as you would want others to remember you – this may seem logical, but first impressions do stick!”

Why did you study to be a food scientist rather than a chef?

“I felt I had the ability to create amazing bakes if I understood the science behind the ingredients. As a Food Scientist and Nutritionist I have been able to apply the physical, chemical and nutritional benefits of ingredients to enhance my bakes.”

What is your favourite cake you have made and why?

“Having made over 10,000 cakes since I decorated my very first there have been many favourites – my own wedding cake, my children’s cakes, the diamond wedding anniversary cake for Her Majesty the Queen we took to Buckingham Palace, Pierce Brosnan’s wedding cake and the cake for the movie Nanny McPhee!”

Which cake was the most challenging to make and why?

“David Beckham’s 30th birthday cake!  It was an extremely intricate and specific design and I only had 48 hours notice – including transporting the cake to Madrid. I have signed confidentiality agreements in English and Spanish so sadly cannot share details with you.  It’s the only cake that has brought me to tears – I worked round the clock and was emotionally exhausted. Thankfully, it looked fabulous and I met Victoria Beckham at Kelly Hoppen’s book launch a few years later and we reminisced about the cake!”

What is the key to success for you?

“Drive and a strong positive attitude for a “can do,” “will do,”  “how am I going to?” attitude.  Dressing for the occasion; a healthy diet and lifestyle to have the tools to climb the mountain and finally taking time to count my blessings every night before I go to sleep.” 

How can we encourage more young people to try cake decorating?

“You are never too young or too old to start baking, or try something new.  Often it is the fear of failure that stops people baking.  I think it is important to show people how to bake and how to decorate – starting with simple, effective, achievable results – and then build up gently.”

You are a great demonstrator - do you think social media is a great channel for promoting and engaging your business?

“If only I had the time to do it more!  Yes – you can reach the entire world at a click of a button – but it is a hungry beast – and doesn’t necessarily drive immediate sales.  Be careful to balance the amount of time you spend on social media with actually running other elements of your business.  I appreciate the value of building followers – but this is not the only medium to reach those who like to craft.”

What advice would you give to aspiring bakers and cake decorators?

“Have passion and a strong work ethic.  Be prepared to fail. You can only learn from experience and there is no fast track.  By constantly experimenting and innovating you will evolve and develop into a better baker and will naturally find your strengths.  Take classes, read books, visit bakeries and live shows, watch online tutorials and practice.”

Finally, is there one business rule that you live by that you can share with our members?

“You can only say you have failed if you stop trying. As long as you keep trying – you can’t fail.”

I'd like to thank Mich for taking time out of her extremely busy schedule and sharing these insights with us. If you are a creative cake decorator, sewer, knitter or a craft expert thinking of starting out on your own, join the Craft & Hobby Association today for access to insights, business advice and networking with like-minded members. www.cha-uk.co.uk

Interview by Michael O’Connor, Grey Sergeant PR