Opening day at Beauty Bake. Photo by Aimee Joseph

New Selsey cake shop gets ‘overwhelming’ welcome to town – in pictures

A new cake shop in Selsey sold out of baked treats in just five hours on its opening day after customers queued in the cold to get through the door.

Tuesday, 23rd February 2021, 10:23 am

Owner Lucy Scott, who launched Beauty Bake in Selsey high street on Saturday, said nothing was left of the 28 trays of brownies and blondies, 500 cupcakes and more by the end of the first day.

“It was crazy,” she said. “People were driving past beeping.

“Everyone was queueing outside in the cold, they had to wait quite a while because we can only have one person in at a time.”

For seven years, the self-taught baker and mother-of-five has been baking from her kitchen at home – and what started out as a hobby became a popular business.

As the weekly orders for her bespoke cakes began to double, she realised she needed more than one oven to work with and decided to expand.

“I saw the shop and I said, let’s just go for it,” she said.

In just two weeks, the run-down vacant unit was transformed into a ‘pretty’ and ‘inviting’ cake shop with a new kitchen and four ovens.

Lucy said the reaction so far had been ‘a bit overwhelming’.

“The support from everyone in Selsey has been so amazing,” she said.

“Everyone I spoke to said it’s so refreshing for Selsey.

“Businesses have had to close, so to be opening a shop in these times, people are finding it really inspiring.”

There is nothing else quite like Beauty Bake in the town, she said, where people can order bespoke cakes for weddings or birthdays.

“I feel like it’s been really nice for Selsey to have a bit of a pick-me-up, something exciting happening rather than all the doom and gloom,” she said.

“It’s been a bit of a whirlwind.”

And it felt good to finally have her own kitchen back at home, she added. “It’s nice to shut the door at the end of the day and be a mum and a wife again.”

The shop will be open from Tuesdays to Saturdays.

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