Martha Swift - 2012 Mentor

Martha Swift is co-founder of luxury cake shop The Primrose Bakery

Martha Swift co-founded The Primrose Bakery in 2004. A regular day involves serving Jude Law or catering for the Brits.

‘I always loved visiting the cupcake stores in New York.

'I knew there was nothing similar in the UK and I’ve always loved baking, so Lisa and I just decided to start our own store and bake from our kitchen.

Success strategy?

‘Whether it’s Fortnum & Mason or the local builder, customer service is key. Being involved in your business is important, no matter how big it is.’

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