{"id":18621,"date":"2013-11-14T13:30:31","date_gmt":"2013-11-14T13:30:31","guid":{"rendered":"http:\/\/www.jomec.co.uk\/altcardiff\/?p=18621"},"modified":"2013-11-14T13:30:31","modified_gmt":"2013-11-14T13:30:31","slug":"cardiff-character-emma-jane-smith","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/altcardiff\/2013\/11\/14\/cardiff-character-emma-jane-smith\/","title":{"rendered":"Cardiff Character: Emma Jane Smith"},"content":{"rendered":"

Baking fever has been sweeping the nation, with this year\u2019s final of The Great British Bake Off<\/i> attracting over 9 million viewers – cupcake creator Emma Jane Smith<\/a> welcomes the enthusiasm.<\/p>\n

The 27 year old owner of Emma Jane\u2019s Cupcakes<\/i><\/a> on Crwys Road is a Cardiffian through and through, having lived in the city all her life. Her business is as local as the woman herself, as Emma Jane has never made a delivery of cakes to anywhere outside of Cardiff.<\/p>\n

She is exactly the kind of wholesome, bubbly person you\u2019d expect to start a cake business. Smiley and enthusiastic, she exudes a gentleness that is reflected in the soft colour palette and comfortable furnishings of her tranquil little shop.\u00a0<\/p>\n

But behind her good nature lies a steely industriousness. In fact, Emma Jane manages to pull in orders of up to 1000 individual cupcakes in an average week.\u00a0<\/p>\n

Her biggest order to date was for a charity event requiring 926 cupcakes topped with cerise pink frosting, \u201cI ended up with pink hands,\u201d Emma Jane giggles.<\/p>\n

\"Emma

Family matters<\/strong><\/p>\n

Since she opened the shop two years ago, she has ploughed through her mountain of orders with help from her close-knit family. While her brother co-owns the shop, Emma Jane\u2019s parents as well as her husband Lee all help out with deliveries.\u00a0<\/p>\n

Luckily for them, Emma Jane has made them her official taste testers, seeking their honest opinions on every new flavour combination she dreams up. \u201cIt is very much a family run business,\u201d she enthuses.<\/p>\n

Emma Jane\u2019s love of cakes and baking can be traced back to when she would stay with her aunt at weekends as a child. Baking was always on the agenda, \u201cIt was always something we used to do,\u201d she says, smiling fondly at the memory. \u201cWe used to bake until we\u2019d run out of flour!\u201d<\/p>\n

\u00a0Getting back in the saddle<\/strong><\/p>\n

As she got older, baking took a backseat as the pressures of University life and her previous job as a pediatric nurse began to take over. She says, \u201cIt\u2019s only in the last couple of years that I started to do it again. It was with things like the British Bake Off and it was becoming more trendy.\u201d<\/p>\n

Trying her cupcake creations out on friends and family proved so successful that Emma Jane suddenly found herself opening a shop. She chuckles, \u201cEveryone knew I was opening a cupcake shop, so anything that said cupcake or cake – everyone would buy it for me!\u201d<\/p>\n

Sweet sensations<\/strong><\/p>\n

Emma Jane sees baking as a very giving profession. She muses, \u201cit\u2019s in my nature, to be sort of kind and generous. And I love creating things.\u201d<\/p>\n

Her favourite flavour is one of her own recipes; Cherry Bakewell<\/a>, inspired by the classic Mr Kipling treat. The cake consists of almond sponge, a jam filling and an almond frosting.<\/p>\n

Not unexpectedly from someone who owns a cake shop, she has a rabidly sweet tooth. \u201cIf I could only eat one thing ever it would be cake,\u201d she grins.<\/p>\n","protected":false},"excerpt":{"rendered":"

Emma Jane\u2019s Cupcakes is whipping up a storm in Cardiff<\/p>\n","protected":false},"author":252,"featured_media":18734,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[21,10],"tags":[1040,22,72,216],"coauthors":[],"class_list":["post-18621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","category-uncategorized","tag-baking","tag-food-2","tag-local","tag-workshop"],"yoast_head":"\nCardiff Character: Emma Jane Smith - alt.cardiff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/2013\/11\/14\/cardiff-character-emma-jane-smith\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cardiff Character: Emma Jane Smith - 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