Icing Works
Icing Works is a company which supplies cupcake cases, boxes and icing equipment for the emerging market of 'cupcake shops'. Founded in 2009 by ex-lawyer Jennifer 'Jenny' Yeo it has quickly grown to be one of the UK's premier supplier of cupcake accessories.
History
Jenny, who qualified as a barrister in 1984 at the Inns of Court School of Law, London, has always had a passion for baking but initially pursued a legal career before resigning to look after her children. As the children grew independent she began toying with the idea of starting her own business. First recognising a gap in the market for personalised edible icing printing for large (usually birthday) cakes and producing and selling these via her website, the business gradually evolved to cater for the emerging 'cupcake shop' market. The business now sells cupcakecake cases, cupcakecake presentation boxes, cupcake 'pods' and revolving icing stands to cupcake shops.
In the few years since its formation, Icing Works has had many different operating bases, including a location at the Vale Enterprise Centre in Sully, Vale of Glamorgan. The company has recently settled in a new warehouse in Penarth which was formerly a window frame maker.
Online Presence
The company does almost all of its trade via its website. It also takes advantage of business facilities that social media websites have to offer.
The company's Facebook page was created in 2010 as a way of interacting with customers. As of September 2012 it has 1,069 'likes' and passing the 1,000 mark was celebrated with a 10% discount on all purchases. A recent addition to the page is the 'cake of the day' supplement, where customers send in pictures of their cake masterpieces to be judged.
As of September 2012, the company's Twitter page has 1,033 'followers'.
Conventions
Icing Works attends many cupcake conventions to interact with, and find new, customers. These have included:
- Craft and Hobby Fair Cake International, NEC, Birmingham, 2011
- Independent business visit, Bath, August 2012
Expansion Plans
In September 2012 Icing Works plans to create a subsidiary, The Cake Box Company, which will be a separate enterprise for wholesale trade, open to account holders only.