Our Story
Rooted in Craft,
Grown in Notting Hill
Since 2018, we've been baking bespoke celebration cakes with all-natural, organic ingredients — one creation at a time.
2,400+
Cakes Delivered
100%
Organic Ingredients
8 yrs
Crafting in London
4.9★
Average Rating
How It Began
A Belief That Every Celebration Deserves the Best
Velvet Crumb was born from a simple belief — that every celebration deserves a cake made with real ingredients and real artistry. Founder Eloise Marchetti left a Michelin-starred kitchen in 2018 to open a small patisserie on Portobello Road, armed with a Le Cordon Bleu education and an obsession with flavour.
What started as a weekend market stall quickly grew into Notting Hill's most beloved patisserie. Word spread — not through advertising, but through the quiet delight of customers who couldn't stop talking about the cakes.
Today, our team of six bakers and designers creates hundreds of bespoke cakes each year, alongside a daily patisserie range that draws queues on Saturday mornings. No artificial colours, no shortcuts. Just honest baking, elevated to something beautiful.
Our Journey
Velvet Crumb opens its doors in Notting Hill
Named "Best Patisserie" by Time Out London
Launched nationwide wedding cake delivery
Reached 1,000 bespoke cakes delivered
Expanded kitchen and introduced the tasting studio
Featured in Vogue, The Sunday Times & BBC Good Food
What We Stand For
Our Values
Organic & Honest
We source certified organic flour, free-range eggs, and single-origin chocolate from trusted British and European suppliers. No artificial colours, no shortcuts.
Bespoke Artistry
Every cake is designed from scratch. We work closely with each customer to translate their vision — a mood board, a memory, a feeling — into edible art.
Made with Care
Small batches, hand-finished details, and flavours developed over years of refinement. We never compromise on quality, no matter the order size.
Baked to Order
Nothing sits on a shelf. Every creation is baked fresh to your delivery date, ensuring peak flavour and the freshest possible ingredients.
The People Behind the Cakes
Meet Our Team
Eloise Marchetti
Head Pâtissière & Founder
Trained at Le Cordon Bleu Paris and honed her craft in Michelin-starred kitchens across London and Lyon. Eloise founded Velvet Crumb in 2018 with a vision to bring fine-dining pastry technique to bespoke celebration cakes.
Daniel Osei
Senior Cake Designer
A sculptor turned sugar artist, Daniel brings an architectural eye to every tier. His floral work and hand-painted designs have been featured in Vogue Entertaining and The Sunday Times Style.
Priya Nair
Flavour Development
Priya leads our seasonal flavour programme, drawing inspiration from her South Indian heritage and classical French training. She is the mind behind our beloved rose & lychee and pistachio & raspberry creations.
Tom Whitfield
Pastry Chef
Tom oversees our daily patisserie range — from the laminated croissants that draw queues on Saturday mornings to the delicate tarts that change with the seasons.
Ingredient Sourcing
We Know Where Every Ingredient Comes From
Our flour is stone-milled at a certified organic farm in Wiltshire. Our eggs come from a free-range flock in the Cotswolds. Our chocolate is single-origin Valrhona, sourced directly from cooperatives in Ecuador and Madagascar.
We visit our suppliers personally, maintain long-term relationships, and never compromise on quality for cost. Our full ingredient sourcing policy is available on request.
Organic Flour
Wiltshire, UK
Free-Range Eggs
Cotswolds, UK
Single-Origin Chocolate
Ecuador & Madagascar
As Seen In
Vogue Entertaining
"The most beautiful celebration cakes in London."
The Sunday Times Style
"Velvet Crumb has redefined what a bespoke cake can be."
BBC Good Food
"Extraordinary flavours, extraordinary craft."
Time Out London
"Best Patisserie 2019 — a neighbourhood gem."
Ready to Create Something Beautiful?
Whether it's a wedding cake, a birthday surprise, or a daily pastry fix — we'd love to be part of your story.