Case Study: Emma Janes' Cupcake Kitchen

Emma Jane was working as a neo-natal nurse at the Heath Hospital in Cardiff when her love of baking became more than just a hobby. She started to make cakes for friends and family, catering for birthday parties and a few weddings. Emma quickly realised that she could start to market her talents to a wider customer base, so she set up http://www.emmajanecupcakes.co.uk/ and business started to boom! In fact Emma was so successful that in November 2011 she was able to fulfil a long held dream of opening her own tea room as an extension of the business. The tea shop is a beautifully decorated space where customers can relax with a tea or coffee and a delicious cake, or just pop in for a box of cupcakes to take home. 


Most of Emma’s large orders still come through the website and she has used Google Adwords to ensure her business comes out on the top of Google searches for cupcakes in Cardiff. From traditional vanilla, to giant glitter covered confections and even gluten free cakes, Emma has a wide product range. So many customers browse her online cupcake catalogue to help decide what they want before they come into the shop. Emma Jane’s Cupcake Kitchen is on Crwys Road along with several other shops, cafes and restaurants, so having the business on Google Places helps her to stand out from the crowd and helps her potential customers find her on the map.