Got cake?
Lucia Morris
she/her
Co founder
I spoke to four of my favourite Melbourne custom cake bakers who have found their platform on Instagram- where aesthetic and unique celebration cakes have become the next big thing. From maximalist extravagance to perfected classics, I spoke to the girls about their baking journeys, and what inspires their artistic creations.
Consider this your directory to the digital age of Melbourne baking.
Mali Bakes
IG: @mali_bakes
Orders: https://www.malibakes.com/
How did you get started on making cakes & perfecting your style?
At the age of 21 after finishing my commerce degree in Bangkok I realized that it really wasn’t what I wanted to pursue as a carrier. I ended up getting a part-time job at a café called Tinnies eatery and it was that place, the atmosphere and the people that really fostered in me a love for cooking. Eventually, it led me to move to Melbourne where I studied Patisserie and cookery for two and a half years. During and after my studies I worked in different cafés for a total of 5 years. I got to work and experience a variety of different Kitchens over that time and that really shaped what I was drawn to. Over lockdown last year hospo was obviously shut down, so with the extra time and energy, I started something on my own. My first creations were cookies and after getting great feedback from that I moved into making cakes.
Where do you find inspiration for your cakes?
I have spent many Friday nights going to art shows around Collingwood. I have always loved colour and form but never thought of doing it myself. When I started making cakes I realised it brought together cooking which I love and also a strong visual aspect. I get inspiration from retro cooking magazines like Wilton, Wes Anderson films and all the amazing local artists here in Melbourne. Recently I’ve had the opportunity to collaborate with other creatives from floristry, film and illustration and that has been a great inspiration to respond to them and try something different.
What is your favourite thing about making cakes for a living?
Creating different flavour and texture combinations is great. But I love having my own space and working for myself, it’s a challenge sometimes but really rewarding.
Did you find last year’s lockdown inspiring for your baking or more of a burden?
Lockdown really forced me to think creatively and out of necessity build this business. Personally, I like the lockdowns but obviously, it’s terrible for how crippling and devastating they have been to many places and people all over the world including Melbourne and my home country Thailand.
Where can we see more?
The best place to check me is @mali_bakes. I take online orders. In the near future we might be opening the shop on certain days to the public, so stay tuned for that. Website coming soon.
Tell us about you and your business
My name is Phoebe, I make dumb and cute maximalist cakes. Phoebe Cakes specialises in vegan and gluten-free celebration cakes, made to order. I have seasonal menus with huge flavour combinations, and also do custom requests
How did you get started on making cakes/perfecting your style?
I started making personalised cakes for my friends in lockdown last year. I experimented with flavours based on their personalities, finding out what worked and what didn't. I think this is when I realised, for me, bigger is better. I love bold flavours and busy designs, I love to have fun with my cakes.
Where do you find inspiration for your cakes?
So many things! I definitely spend far too much time scrolling through food Instagrams; I love accounts like DOOF and We Eatin' Good, where people do takeovers and show the community how they like to cook. I’m also inspired by seasons, I love to work with flavours and aesthetics that correspond to nature; what’s growing and ripe at the time.
What have been some of your favourites?
My favourite cakes are always those I get to experiment with; when people give me free rein on flavour decisions. For example, this blood orange, cocoa and almond sponge, with kiwi jam and black sesame buttercream.
I also have fun with tiered cakes - there’s so much room for experimentation in decoration. This was cardamom cocoa cake with coconut cream, and raspberry and matcha buttercream.
What is your favourite cake memory?
My favourite cake memory would be one of the first cakes I made. It was my friend’s birthday, and we’d just come out of lockdown. I drove the cake to their house and the icing just oozed everywhere. It was a beautiful mess, and it taught me a lot about learning from experience. Despite its chaotic appearance, it was still a delicious vegan matcha cake with cream cheese and rosewater buttercreams.
What is your favourite thing about making cakes for a living?
For me, it’s so special to see people’s excitement when they pick up a cake, knowing that my little creation is a part of their celebration. I think there’s much room for creative self-expression in cake making, and the process of getting to share that is such an experiment in love. Financial gain isn’t the priority for me, it’s about sharing the love of cake!
Tell us about you and your business.
Rachel’s Cheesecakes is a Melbourne based home-baked cheesecake delivery business that has been around since April 2020. Every cheesecake is made with love and is probably nothing like the cheesecake you’re used to. I, Rachel, am a 22-year-old one-woman show.
How did you get started on making cakes/perfecting your style?
Since I was little, I was baking all kinds of cakes and filming my own cooking shows. It wasn’t until the start of the pandemic that I started experimenting with recipes I had never made, such as cheesecake. My views on cheesecake weren’t all that great since we don’t really have any good options in Melbourne. No offence to the Cheesecake Shop.
As soon as I baked and tasted my first Oreo cheesecake, I knew it was too good not to do anything with it. I started by selling cheesecakes on my personal page and am so grateful it ended up growing so much that I made a separate business page and website that’s since been extremely fun and rewarding. My friend Georgia Carns was able to create insane packaging to build the brand. When the various lockdowns hit, I introduced new desserts like cinnamon rolls, pies, and babka rolls.
Where do you find inspiration for your cakes?
Having an American mum and spending so much time there, I was always envious of the dessert options. The idea of going to a diner any time of day and ordering a slice of pie is something you can’t get in Melbourne. All of my recipes are inspired by this part of the world. I want people to be blown away by the taste of my creations rather than making something that looks good for Instagram and tastes average. All the insanely kind messages I receive remind me I’m achieving that. You can always taste when something isn’t made with love.
Tell me your favourite cake memory.
The first moment that pops into my mind was when I made my first wedding cake. It was a three-tiered cheesecake and was decorated so beautifully by the customer. Even though I was going under anaesthesia to have my wisdom teeth taken out that morning, I made sure to make it happen. The feedback and how it turned out was so beautiful and touching.
What have been some of your favourites?
This is by far the hardest question! Well, the OG is Oreo cheesecake. My latest (non-dessert) has been Everything Bagel Seasoning which I literally travel with and use every day. I loved this one because I’m able to share it across Australia.
The salted maple pie, s’mores pie and crack pie were so fun because there’s nothing like them on offer in Melbourne. I’m getting hungry just thinking about these. And the Easter Box with Magnolia banana pudding, milky way tart, a Rice Krispy treat, and the cheesecake was something different to what I had ever done in the past… like a little Easter egg hunt of desserts.
What is your favourite thing about making cakes for a living?
Two things: the people and the creative outlet it provides. People are so kind! The messages and repeat orders I receive are beyond generous, and I love seeing people’s smiles and joy when they get a delivery. I love baking, and I love pushing myself to try new ideas.
What are your thoughts on the rise of custom cake making on Instagram?
I think the more love for cake, the better. Cakes represent celebration and indulgence. Being on the tail end of a pandemic, we should be celebrating at any given moment we can.
Did you find last year’s lockdown inspiring for your baking or more of a burden?
Rachel’s Cheesecakes probably wouldn’t exist if we hadn’t ever lived in a lockdown. It forced me to try new recipes and then grow the business. I was able to create new amazing desserts on a larger scale with all that spare time. I like to keep myself busy.
Tell us about you and your business.
HI! I am Valentine, I am a 24-year-old baker from Sydney, Australia. In 2017 I started Vege Mamma as a fun vegan Instagram where I could share my recipes with friends. It brought on a passion for healthy cooking and eventually cake obsessed. Vege Mamma is a health-based platform where I showcase my baked goods. I make cakes, savoury tarts and various other baked goods, that cater to all dietary requirements. This year has been a big year of travelling around Australia and it has taken me along the coast of NSW and VIC, bringing me the most supportive customers which has made Vege Mamma grow and expand to what it is today.
How did you get started on making cakes/perfecting your style?
I have always been very passionate about cooking and was very inspired by my father's French influence, so baking has always been a big part of my life. Because of this, I started baking at very young age and by the age of 17 I got my dream job at a bakery. My role was junior pastry chef and I learnt the ins and outs of many baking techniques which I am very fortunate for. After a few years I decided I wanted to expand baking more on a healthier level so started exploring creating baked goods using nutrient dense ingredients. Its only until recently where I have really been perfecting my style and finding my groove with what I'd like my cakes to come out like. It takes a while to find what really suits you.
Where do you find inspiration for your cakes?
A lot of my inspiration comes from Instagram and watching YouTube cooking videos. There are many amazing chefs and bakers out there who are consistently sharing their ideas and recipes. We are very lucky these days to have all these amazing creatives where we can bounce ideas off each other. There is also a big food community on these social platforms which is also very encouraging.
What have been some of your favourites?
I always love a rich cake so, my very elegant gluten free, refined sugar free chocolate cake is one of my favs. It is fudgy, intense with richness and so so so good! (pic attached)
Also loving my recent mint choc chip cake that I just created. It is light with mint flavor, has a nice chocolate bite and the whipped buttercream just evens everything out. (also, pic attached - green cake)
Tell me your favourite cake memory.
Baking cakes with my family. I was horrible at decorating cakes and I remember I had an assignment to bake cookies. It turned out horrible, big mess, the pink icing was crazy and I was so embarrassed. Still tasted great through. Younger me would be very proud and impressed right now with the cakes I have been creating.
Did you find last year’s lockdown inspiring for your baking, or more of a burden?
To be honest I really liked being in lockdown last year. It really motivated me to bake more and is pretty much how I turned Vege Mamma into a career. I wasn't selling my cakes before then; I was working a 9-5 office job that was boring, unmotivating and draining! Because we had to work from home during Covid, I was able to bake more and had the opportunity to create food that people wanted to try. It was super exciting as it turned out everyone loved them. Now I am lucky enough to do what I love every single day!