Mum Boss: Adelle Smith
In our new series looking at working parents, we meet Adelle Smith to discover how she turned baking with her son at home into an award-winning business working alongside the likes of Google, Virgin and Nintendo.
How did it all start?
BKD launched in 2014, in my kitchen in Shoreditch. What started as fun at home with my kids, swiftly grew and I had to rebase from my home, with my baking classes, to local haunts such as Hoxton Hotel, hosting corporate events, private birthday parties, creating bespoke cookies and styling photo-shoots
After establishing the events side of my business, I turned my attention to creating a collection of creative baking kits for children. I wanted to create a collection that encapsulated the BKD spirit of fun, teaching children kitchen basics and fuelling their imaginations. The collection launched in May last year and we are now stocked by lots of lovely kids boutiques, cook shops and delis, as well as bigger retailers such as Harvey Nichols, Fenwick and the Design Museum.
What makes BKD stand out from the crowd?
BKD’s focus is kids and design. I loved baking with Cai when he was younger, but hated all the baby blue and pink kitschness. We wanted to make fun, unique things like monster cupcakes! We get kids into the kitchen learning essential life skills, fuelling their imaginations, and enable families to have quality time together. Our baking kits make baking super easy, fuss-free, and are made with quality ingredients. Our unisex monochrome packaging shouts out to the crowds and has definitely given us a distinctive look in the children’s market.
What’s a typical day like for you?
There is no typical day! Things change week on week. Recently, there has been a lot of writing and recipe testing for my new book, Baked, and photo shoots for that too. I also make YouTube videos with my boy when we get the time. As a small business owner, I am heavily involved with day to day management, from updating our social media, emailing customers back, paying my staff wages, to helping the team get a corporate biscuit order out the door. In other weeks, I could be doing a personal appearance and demonstration at shows such as BBC Good Food Show or at Big Feastival, entertaining the kids. I really mix things up and love the variety.
Do you love it?
Have you found the holy grail of work/life balance?
It’s funny, as I thought that running my own business would balance well with family life. Whilst it offers me flexibility, I also have to work very hard! There are never enough hours in the day and I often find myself working at night when the kids are in bed. Cai often comes to the bakery to ‘work’. He’s our mini apprentice, always bringing so much fun, chaos and distraction to our day. The ladies are amazing with him, though I have to say, on Fridays I often get a lot less done! But I absolutely love running my own business and being creative; I get such a buzz out of it! I literally never know what’s around the corner. If you told me last year that I’d get a book deal and publish a book this year, I’d have laughed my head off! I feel tired but very lucky :)
Where do you get your ideas?
Our kids constantly inspire me and are, of course, my chief tasters! But I also take inspiration from everything around me, fashion, product design, toys, travel, interiors, and trips to the park; I always see something that inspires me. I picked up the sweetest metal chocolate moulds in a market in Essaouira, Morocco. I’m always on the hunt for cool things for the bakery.
Do you ever have ‘me’ time?
I have to say that is a very, very rare thing. Being a mum, a wife, running a business, and writing a book on top of that, it hasn’t left much time for me. I can’t remember the last time I had a haircut! But I wouldn’t have it any other way. I love BKD and what I do. I adore my family, and know in time that things will become a bit calmer.
What three words would your kids use to describe you?
Cuddly, fun, bit crazy.
How far would you like to take BKD?
What started as baking at home with my kids has now developed into a brand and business. I would love to keep developing that. It’s been a roller coaster journey from day one. Within a few months of launching, I was thrilled and gobsmacked to hear that I’d made it into the finals in the ‘Best Loved Kids’ Food’ category of the Virgin Foodpreneur competition, where I could meet Richard Branson.
So what can we expect from you in 2016?
We’ve just launched a range of Baking Mixes that we hope to get into supermarkets, opening up another category for us and taking BKD to kitchen cupboard staples. I will also be doing more online video content very soon. I’m really looking forward to getting back in front of the camera. In July, my book, Baked, will be out. So, so much work has gone into it and I’m super excited about promoting it. It still feels surreal to think how far I’ve come with BKD in such a short space of time; it really has changed my life.
Don’t forget that we are giving away 4 fabulous BKD Baking Mixes. Head over to our COMPETITIONS page to enter.
BAKED: Amazing Bakes to Create with your Child (Orchard Books, £14.99) will be available from all good bookshops and online from 28th July 2016.