Having started out baking for children's parties, Martha Swift and then business partner Lisa Thomas, quickly noticed how well the cupcakes went down with adults! Now twelve years on, Martha Swift is sole owner and the business continues to go from strength to strength. We have three shops located in Primrose Hill, Covent Garden and Kensington, plus five cookbooks and an App.
At times it's hard to believe that something that started at home has grown so much. It gives us all a huge sense of satisfaction to see people queuing out into the street on a Saturday afternoon, waiting to buy our cakes - there is no better feeling than this, to see that people really do want to buy and eat what we have made.
At times it's hard to believe that something that started at home has grown so much. It gives us all a huge sense of satisfaction to see people queuing out into the street on a Saturday afternoon, waiting to buy our cakes - there is no better feeling than this, to see that people really do want to buy and eat what we have made.
Services
Martha Swift and then business partner, Lisa Thomas started by baking for children's birthday parties before realizing how popular cake was with adults too! 15 years later and Martha is the sole owner and the business continues to grow from strength to strength, with our bakery in Primrose Hill delivering all across London, 5 bestselling cookbooks and an app.
At Primrose Bakery we understand how important your wedding day is, which is why we take such a personal approach to our wedding cakes and cupcakes. We tailor each wedding cake to your requirements, and also offer a full delivery and set up service and tier hire to take any added stress out of your big day.
Reviews (16)
Kelsey Calerdine
Jan 11, 2022
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It has now become a tradition that I get my dad a German Chocolate cake from Primrose Bakery for his birthday each year. It is his absolute favorite and gets a lot of compliments every time. And now I'm ordering a princess cake for my daughter's birthday. I'm sure it will be equally delicious! The staff is always friendly and extremely accommodating. This has become my go-to bakery.
Sandeep Saini
Jan 01, 2022
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Brandon Yu
Dec 23, 2021
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Tried two things from here: Pistachio croissant and a special order Princess Cake (Marzipan frosting)
Pistachio croissant had a nice texture but not sure if we tasted any pistachio. The Princess Cake was okay. The frosting layer was harder than usual and the cream and flavor on the inside was lacking.
Pistachio croissant had a nice texture but not sure if we tasted any pistachio. The Princess Cake was okay. The frosting layer was harder than usual and the cream and flavor on the inside was lacking.
Computers
Sep 11, 2021
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Just not good. Over priced for dry stale cakes. They do a great job decorating the cakes, but it stops there once you take a bite. I have tried this place a number of times and its always the same. You expect the cakes to me rich and moist not dry and crumbly. I mean I have had a better cake made from a box. Why not taste test the items that you put in your display case and not just hope its going to be good. Pleasanton needs some new blood with pastries and food because this isn't it. It seems to be fine for the older stuffy crowd that that dines downtown so why change anything right
I would
I would
Edward Melton
Sep 11, 2021
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Bought 35$ worth of pastries (tart, cheese cake, & cookies). The cookies were very dry & stale. I told the two employees that the cookies were not edible and asked to exchange the cookies for something else. The employees refused and said thats how they make their cookies. It was like biting into a piece of cardboard. Worst customer service!! The owner should talk to his/her employees; a $2.25 cookie, that probably cost them less than a dollar to make, is not worth losing a customer & receiving a not so rave review!
Don Lim
Aug 27, 2021
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Last year, when my family went to Carmel, we made a big deal about this fancy French bakery there and spent an absurd amount of money on pastries and desserts. Well, who knew there was one that was way better right here at home in Pleasanton! My wife loves the cheese cake and tiramisu from Primrose Bakery, and she's very selective about who she gives compliments to. She's actually had me go back to pick up more on several occasions which shocked me more. My kids love the almond danishes, chocolate twists. I thoroughly enjoyed all the above and sampled a bunch of other sweets. They also have a gluten
Alfredo Metere
Jul 20, 2021
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I just bought some pastry today, two parmesan leek puff pastry, two ricotta shells, and two ciabelle. I went there basically at opening time. I had to throw out most of it because they weren't fresh from today. I am highly disappointed about the inconsistence in quality of their products. Pastry with ricotta or any dairy is a health hazard and must be fresh from the day. I hope I won't get food poisoned, because I ate a bite of the parmesan leek puffs. After months of trying being a loyal customer, and communicate constructively about this persistent issue with also all the other wet pastry products
Mindy Do
Jun 18, 2021
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I bought this fruit tart (on the left) few days ago, they were cut down a lots of fruit toppings, less syrup on top of the fruits, looked really bad compares to the one I bought last month (on the right). I understand, recently everything is gone up but they did rise the prices so they should keep the quality the same as before. And also the girl who served me on that day showed her attitude.
I’ve been loved this place since the first time but now, so disappointed!
I’ve been loved this place since the first time but now, so disappointed!
Tahj Adeniran
Mar 13, 2021
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Jeff F. GjAeMfEfR
Oct 13, 2020
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Andrew Coward
Sep 16, 2020
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Sue Altschuler
May 23, 2020
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Have had two recent birthday cakes -one collected and one delivered - both were very dry and hard at the bottom like as if it had been toasted (overcooked?). I called to complain, they said someone would call back. They didn’t so I called back after a few days, and was eventually offered 4 cupcakes! And made to feel that the two cakes were not to “my preference” rather a fault of their own. As a frequent customer I am really disappointed. People will remember poor quality and even more poor customer service after all this is over
Sophie Porter
May 01, 2020
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Was hoping to write a glowing review but my OH was asked “how long he’d be loitering outside my shop” because he was parked outside in a van - so chose to go to boutique bakery on the way home. Shame because I’d asked him to get stuff for us, my parents and my sisters household. Would have been a big order. 🤷🏼♀️
Rebecca J.
Nov 28, 2018
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Very limited in their stock, which was disappointing, especially given all the other bakeries I passed on Kensington walking to this highly rated bakery (4.4 stars currently). Their crumpets were nice, nothing to complain about, though at 9:30am on a Wednesday I was hoping for some chocolate croissants but they were out. There were 4 croissants left, two jam flavors, and two whole grain. My breakfast companion had the apricot jam flavored one and liked it. My strawberry jam crumpets were nothing to rave home about. I did overhear they have gluten free cupcakes if that's your thing, but the
Matt Smith
Sep 19, 2018
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Nola G.
May 05, 2017
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I am really sad to give Primrose Bakery a three-star rating. The bakery is cute, the cupcakes are beautiful, and there are sparks the interest of passerby students and adults. For my preference, I purchased the Salted Caramel. I thought the cupcakes were too dry and not sweet enough. I own their first cookbook. I also had the pleasure of meeting many of their friendly employees at The Taste of London in 2014 and sampling cupcakes then...I don't remember the cakes not being moist. The coffee/cappuccino was delicious but I wasn't crazy about the quality of the cupcake. This shop has
