Based in Wimbledon, South West London Cake Magic is run by Joanna Haines.

Joanna is passionate about baking and making sugar flowers – so after many years working in Human Resources she made the switch and turned her hobby into a fulltime career.  In 2003 she embarked on the ABC Cake Decorating Diploma and studied for 4 years at Brooklands College in Weybridge obtaining Distinction.

She still takes courses to continually improve her skills and has studied with some of the best known names in the industry including Mark Tilling, Zoe Clark, Tracy James and Alan Dunn.

  • The cake was absolutely fabulous. We were delighted and so many people commented on how tasty it was…

    Anna M
  • I also just wanted to say the following with regards to Mum 80th birthday cake. She was absolutely blown away as were all the guests! I was even told that the venue owner was giving viewings as she was so impressed!. The cake was just so succulent and …

    M. McCallum, Clapham
  • Many thanks for the cake - it was wonderful! Everyone loved it and commented on it, and even the venue mentioned that it was rare to see a cake almost entirely eaten at such an event! Just to let you know, the red velvet was a winner - some people liked it …

    Linda and Peter Marylebone, London