With 14 years in the cake industry every week Shelly will be giving you actionable business tips and advice so that you can get real results and start making a profit from your cake business.

Whether you are a hobby baker just starting out or an established baker looking to level up you have come to the right place.

Here I will be completely open and honest with all the highs and the lows that go into running a successful cake business.

Your host is Shelly Shulman - Shelly launched La Belle Cake Company in 2006 as she tried to rediscover her identity after becoming a mum. Award-winning success and a legion of celebrity commissions followed from the likes of Take That, Amy Childs and Sam Faiers to name but a few.

Specialising in providing celebration cakes that exceed expectations, the Bedfordshire-based business has gone from strength to strength. It’s meant that Shelly’s husband Daniel has been able to leave his job in IT to work alongside her. This year, they will be celebrating 22 years of marriage and know the importance of team work and listening to each other.

Highlights of Michelle’s business so far include creating a 75-foot long cake to celebrate Luton Airport’s 75thanniversary, baking for Gordon Ramsay (as featured on Channel 4’s Hotel GB), and for the die-hard Take That fan, knowing that her cake was going to be eaten by her favourite singers Gary Barlow and Mark Owen.

In June 2018, Michelle became the UK’s first ever cake coach helping other cake-makers to focus on improving their business skills. Through online training and one to one sessions, she has seen impressive results, with her clients regularly increasing their revenue and know-how.

Michelle lives in Leighton Buzzard with her husband Daniel and their two daughters Fiona and Kelsie.