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SAMANTHA NICOLE
Founder of Neloom
“Professional cake decorating is where fine art meets love, care, and celebration.
To me... a cake is not just a cake.
its loving intention made visible.
I believe... a cake should feel as meaningful as the moment it's made for and should say:
you matter, this matters, and this moment is worth honouring.”
The artist
Hi, I’m Sammy — so lovely to meet you. I’m the cake artist behind Neloom.
My aim is to design bespoke cakes that turn meaningful ideas into something beautiful, personal, and unforgettable. Inspired by stories, colour, nature, and emotion, each cake is thoughtfully created to feel unique to the moment it is made for.
The process
Every design begins with a thoughtful consultation, where we explore both the practical details and the personal touches that bring a cake to life. Some clients and collaborators come with a clear vision, while others bring a few ideas or trust in my creative direction.
Whether I’m creating something bespoke from the ground up, refining an idea, or reimagining a design, I work thoughtfully and with care to create a cake that feels beautiful, considered, and perfectly suited to the celebration.
professional journey
My journey into cake artistry began as a self-taught passion. For years, I poured myself into learning, practising, and refining my skills independently, before early success in competitions gave me the confidence to pursue it professionally.
That path led me into some of London’s award-winning luxury cake studios, where I developed my craft to an even higher level and quickly progressed into a production-lead role. There, I learned to balance artistry with precision — overseeing cakes from concept to completion and making sure every detail met the highest standard.
During that time I had the privilege of working on some remarkable projects, including high-profile commissions (Vouge Scandinavia for example) , destination work (Cakes for a prince from Abu Dhabi), and for venues such as Blenheim Palace. One of my proudest moments was being part of the team behind the coronation cake for King Charles III, as well as the 200 mini cakes created for guests.
Alongside client work, I continue to challenge myself through competitions, which have brought awards including Best in Show at The Cake & Bake Show 2025, and Golds with Best in Class at Salon Culinaire at ExCeL London.
At the heart of it all is a genuine love for the craft and a desire to create cakes that are not only beautiful, but made with experience, care, and confidence.
Shaped by Resilience
How it became more than cake: My path into cake artistry wasn’t a straight line. Before Neloom, I went through a health chapter that left me bed-bound and unsure about what the future would look like. Cake design became the place where I rebuilt my strength, my confidence, and my sense of purpose — one careful detail at a time. It’s a big part of why I work the way I do now: calmly, thoughtfully, and with so much respect for the moments people invite me into.
Why this work matters to me: Because when someone comes to me for a cake, it’s never just a cake. It’s a wedding morning, a birthday toast, a surprise for someone who never asks for anything, a thank-you, an “I’m proud of you,” an “I love you.” And getting to help you mark that — even in a small, sweet way — is something I don’t take for granted.
From my story
to yours
Neloom holds the most meaningful parts of my story, and it genuinely means a lot to be invited into yours. If you’d like to explore ideas, I’d love to hear what you’re planning — the people you’re celebrating, the mood you want to create, and any little details that matter to you (even if you think they’re tiny — they’re usually the best ones).
Thank you for being here, and for being a part
of the journey.
With care and respect,
for ever and always.
Samantha Nicole
