Over the past decade, a flurry of unique restaurants and bars have opened in London, the capital of the UK, and numerous food-themed markets and events have been held, seemingly overturning the long-held belief that British food is terrible. The city is currently experiencing a food and drink boom.
One notable feature of this major trend is that young chefs and entrepreneurs are leading the way. An annual award called the Young British Foodies (YBHS) http://the-ybfs.com/ nominates and judges young talents in the UK food industry. One of the founders of this award, which has attracted attention from major media outlets, is baker Lily Jones, who we will be interviewing in this article.
Lily Jones
In 2008, Jones began her career by selling cakes baked in her kitchen at small markets. Word of mouth spread about the unique and delicious cakes she created, and she quickly gained attention when she was featured in the British newspaper The Times.
She then founded Lily Vanilli, a bakery brand specializing in bespoke cakes. Orders began to pour in from renowned clients such as 10 Downing Street (the British Prime Minister's residence), Alexander McQueen, Elton John, and the Victoria & Albert Museum, and in 2011 the company opened a shop with its kitchen open to the public. It has proven so popular that customers queue up on its one Sunday a week, when it is open.
At just 30 years old, Johns has eight years of experience as a craftsman and manager. We spoke to the fashionable and charming baker.
Cakes displayed in a casual manner. They're small in size, so you'll want to try two or three at a time.
--Were you born and raised in London?
Yes, I was born and raised in London. After graduating from university where I majored in philosophy, I lived in Australia for a while. Australia is a great place, and I even got a job there as a graphic designer, but I wasn't interested in designing corporate logos and advertisements, so I wanted to do something different. I started making cakes when I returned to the UK from Australia. I had just returned, had no job, and no money, so I started baking cakes to earn a little extra money.
--Have you ever attended cooking school or taken classes?
Not at all. Baking was just a hobby. It all started with a pop-up shop in a small shopping district—not exactly a market, really. I started by baking a few cakes a week in my kitchen, and selling about 10 to 15 pounds in total. After a while, my work caught the eye of a journalist from The Time magazine, who wrote an article about my cakes. From there, I quickly gained attention and my business began to grow.
--Please tell us about the concept of Lily Vanilli
I value the idea of always creating something new. That's why I've never had a big concept. I don't have a fixed concept or business plan, and I'm always looking for change and enjoying that. In terms of ingredients, I like to use seasonal ingredients. In the summer, I'll use British berries. I also often use fresh currants.
--For example, the cakes you create have unique accents, such as the candy and chocolate decorations that look like glass shards. Where do you get the inspiration for those?
Well...I don't have anything in particular in mind, it's simply ideas. For example, glass shards made from sugar. The glass shards that appear in films are also made from sugar, so I sometimes pick up hints from things like that. You could say that picking up ideas from places unrelated to food and incorporating them into my own work is part of my style.
--So, do you have any favorite artists?
I really love Tim Walker's worldview, but I don't really have any particular favorite artists. I do like things with a dark theme, though. Dark illustrations, for example...
--I see. One of your signature works is the zombie cupcake. It's grotesque, but strangely charming, a unique treat that makes you want to try it.
Right around the time I started working as a baker, cupcakes were all the rage in the UK. If I were to make cupcakes, I wanted to make something a little different. There are so many cakes that look cute but taste terrible. I wanted to take advantage of that and make a cake that looks awful but tastes delicious.
Lily Vanilli recipe book. Signed copies are available for purchase in the shop.
--Europe has a long history of various sweets and tea cultures, such as British afternoon tea and French patisseries. Have you ever been influenced or inspired by them?
No. To be honest, I don't know much about traditional pastries. When I think about the pastry elements of French, Italian, English, and American, the first thing that comes to mind is modern pastries. French patisserie has become more and more interesting recently. I also find it fascinating that Japanese chefs are carrying on the traditions of traditional French patisserie.
--How many people are there on your team now?
There are three people in the kitchen and one girl who handles accounting. These four are the core members. We've always been a small, energetic team, but this year I decided to expand the business. I wanted to see what I could do and how far I could go. That said, my base is in the kitchen and baking cakes. I've been busy lately and it's been hard to find the time, but I'm a baker, not a businessman!
--You started the project in 2008 and opened the shop in 2011. It seems like the business is expanding smoothly.
I don't know. A lot has happened in the meantime, so it seems like a very long time. During that time, you also spent about six months in southern India working as a consultant. It was a great experience.
--Your bakery is always packed and popular with a wide range of people, from children to adults. But why do you only open it on Sundays?
I guess I should call that bakery my kitchen rather than a shop. My main business is making bespoke cakes. However, on Sundays, the flower market (※1) is held, and it's so crowded with people that I can't get any work done, so I decided to open it as a shop. In fact, people who are interested in my cakes can drop in and try them, so I think it's a great environment.
The tables are always full
--You've made a variety of bespoke cakes, including wedding and birthday cakes. What kind of clients do you have?
By clients, I mean, I'll make a cake for anyone who orders it. Of course, I can accommodate any budget. I don't make cakes just for money. I enjoy the opportunity to make various types of cakes for weddings and birthdays. Of course, it's also very appealing to work with creative brands, artists, and designers. The themes they come up with are always unique. Also, most clients who have used us once tend to use us again. I think they understand that I provide completely different cakes depending on the situation.
--What kind of work are you working on at the moment?
For example, this week I'm planning to bake a cake using colorful vegetables for Jamie Oliver's upcoming book. I'm also collaborating with House of Hackney, and I'm planning to create a large bespoke cake incorporating their interior design. I'm also working on a big project that's different from my previous ones, planning to sell a product in collaboration with a supermarket. It's like a kit for making crazy cakes at home.
--That's something to look forward to. Switching gears for a bit, the food scene in London and the UK has changed dramatically over the past decade, at the same time as Lily Vanilli has grown and become popular. Unique restaurants and cafes are opening one after another, and it seems as if many of them are not only visually appealing but also tasty, shattering the notion that British food is bad. Another notable feature is the large number of young owners. Amidst all this, you are also active as one of the founders of Young British Foodies.
Yes. I was just here today as a judge for the 2016 edition!
--Oh really? Can you tell me a bit about Young British Foodies?
It's a project I started with a friend about six years ago, just as the British food and drink boom was starting to heat up. Previously, it was just two or three famous chefs who appeared on TV who were all the rage, but food trends evolved and began to permeate the local level. I felt that there was a need to spread this young talent to the world, so that's what started it. There are nine categories in total, including chef, baking, alcohol, and street food, and we receive countless applications each time. Ultimately, we narrow it down to three to five winners in each category, and then we hold an awards night once a year to present the awards.
--Looking at the British media, the awards seem to receive a wide response and their influence seems to be growing every year. You yourself have a lot of work outside of Lily Vanilli, so I imagine you're busy every day, but what do you do in your free time?
I love billiards, so I go there often. I also go fishing. I try to travel to as many places as possible. I haven't been to Japan yet, but I definitely want to go soon! I also have a secret dream of opening a shop here...
--I'm looking forward to that! I hope it will come true someday. Currently, you have a lot of work outside of cooking, and the content is quite diverse, but in what situations do you find joy in your work? Also, what position do you want to be in in the future?
I love developing recipes, and I get excited when a client gives me a challenging theme. I just love taking on new challenges. I'm the kind of person who can find enjoyment in the work I'm currently doing. So, although I have no idea what the future holds (laughs), I would like to expand my business. Also, I would like to continue making sweets forever.
(※1) Columbia Road Flower Market is held every Sunday. Lily Vanilli's kitchen is located in a corner of a building near the market that is home to many antique shops.
[Lily Vanilli]
WEB SITE
http://lilyvanilli.com/
Instagram
https://instagram.com/lily_vanilli_cake/
Visiting vintage shops in East London! Stroll down the exotic Brick Lane in [Our Favorite LONDON vol.1]
Visit vintage shops in East London! Check out the famous shops frequented by professionals in [Our Favorite LONDON vol.2]
Read about landscape design with two young London gardening brothers in [Our Favorite LONDON vol.3]
One notable feature of this major trend is that young chefs and entrepreneurs are leading the way. An annual award called the Young British Foodies (YBHS) http://the-ybfs.com/ nominates and judges young talents in the UK food industry. One of the founders of this award, which has attracted attention from major media outlets, is baker Lily Jones, who we will be interviewing in this article.
Lily Jones
In 2008, Jones began her career by selling cakes baked in her kitchen at small markets. Word of mouth spread about the unique and delicious cakes she created, and she quickly gained attention when she was featured in the British newspaper The Times.
She then founded Lily Vanilli, a bakery brand specializing in bespoke cakes. Orders began to pour in from renowned clients such as 10 Downing Street (the British Prime Minister's residence), Alexander McQueen, Elton John, and the Victoria & Albert Museum, and in 2011 the company opened a shop with its kitchen open to the public. It has proven so popular that customers queue up on its one Sunday a week, when it is open.
At just 30 years old, Johns has eight years of experience as a craftsman and manager. We spoke to the fashionable and charming baker.
Cakes displayed in a casual manner. They're small in size, so you'll want to try two or three at a time.
--Were you born and raised in London?
Yes, I was born and raised in London. After graduating from university where I majored in philosophy, I lived in Australia for a while. Australia is a great place, and I even got a job there as a graphic designer, but I wasn't interested in designing corporate logos and advertisements, so I wanted to do something different. I started making cakes when I returned to the UK from Australia. I had just returned, had no job, and no money, so I started baking cakes to earn a little extra money.
--Have you ever attended cooking school or taken classes?
Not at all. Baking was just a hobby. It all started with a pop-up shop in a small shopping district—not exactly a market, really. I started by baking a few cakes a week in my kitchen, and selling about 10 to 15 pounds in total. After a while, my work caught the eye of a journalist from The Time magazine, who wrote an article about my cakes. From there, I quickly gained attention and my business began to grow.
--Please tell us about the concept of Lily Vanilli
I value the idea of always creating something new. That's why I've never had a big concept. I don't have a fixed concept or business plan, and I'm always looking for change and enjoying that. In terms of ingredients, I like to use seasonal ingredients. In the summer, I'll use British berries. I also often use fresh currants.
--For example, the cakes you create have unique accents, such as the candy and chocolate decorations that look like glass shards. Where do you get the inspiration for those?
Well...I don't have anything in particular in mind, it's simply ideas. For example, glass shards made from sugar. The glass shards that appear in films are also made from sugar, so I sometimes pick up hints from things like that. You could say that picking up ideas from places unrelated to food and incorporating them into my own work is part of my style.
--So, do you have any favorite artists?
I really love Tim Walker's worldview, but I don't really have any particular favorite artists. I do like things with a dark theme, though. Dark illustrations, for example...
--I see. One of your signature works is the zombie cupcake. It's grotesque, but strangely charming, a unique treat that makes you want to try it.
Right around the time I started working as a baker, cupcakes were all the rage in the UK. If I were to make cupcakes, I wanted to make something a little different. There are so many cakes that look cute but taste terrible. I wanted to take advantage of that and make a cake that looks awful but tastes delicious.
Lily Vanilli recipe book. Signed copies are available for purchase in the shop.
--Europe has a long history of various sweets and tea cultures, such as British afternoon tea and French patisseries. Have you ever been influenced or inspired by them?
No. To be honest, I don't know much about traditional pastries. When I think about the pastry elements of French, Italian, English, and American, the first thing that comes to mind is modern pastries. French patisserie has become more and more interesting recently. I also find it fascinating that Japanese chefs are carrying on the traditions of traditional French patisserie.
--How many people are there on your team now?
There are three people in the kitchen and one girl who handles accounting. These four are the core members. We've always been a small, energetic team, but this year I decided to expand the business. I wanted to see what I could do and how far I could go. That said, my base is in the kitchen and baking cakes. I've been busy lately and it's been hard to find the time, but I'm a baker, not a businessman!
--You started the project in 2008 and opened the shop in 2011. It seems like the business is expanding smoothly.
I don't know. A lot has happened in the meantime, so it seems like a very long time. During that time, you also spent about six months in southern India working as a consultant. It was a great experience.
--Your bakery is always packed and popular with a wide range of people, from children to adults. But why do you only open it on Sundays?
I guess I should call that bakery my kitchen rather than a shop. My main business is making bespoke cakes. However, on Sundays, the flower market (※1) is held, and it's so crowded with people that I can't get any work done, so I decided to open it as a shop. In fact, people who are interested in my cakes can drop in and try them, so I think it's a great environment.
The tables are always full
--You've made a variety of bespoke cakes, including wedding and birthday cakes. What kind of clients do you have?
By clients, I mean, I'll make a cake for anyone who orders it. Of course, I can accommodate any budget. I don't make cakes just for money. I enjoy the opportunity to make various types of cakes for weddings and birthdays. Of course, it's also very appealing to work with creative brands, artists, and designers. The themes they come up with are always unique. Also, most clients who have used us once tend to use us again. I think they understand that I provide completely different cakes depending on the situation.
--What kind of work are you working on at the moment?
For example, this week I'm planning to bake a cake using colorful vegetables for Jamie Oliver's upcoming book. I'm also collaborating with House of Hackney, and I'm planning to create a large bespoke cake incorporating their interior design. I'm also working on a big project that's different from my previous ones, planning to sell a product in collaboration with a supermarket. It's like a kit for making crazy cakes at home.
--That's something to look forward to. Switching gears for a bit, the food scene in London and the UK has changed dramatically over the past decade, at the same time as Lily Vanilli has grown and become popular. Unique restaurants and cafes are opening one after another, and it seems as if many of them are not only visually appealing but also tasty, shattering the notion that British food is bad. Another notable feature is the large number of young owners. Amidst all this, you are also active as one of the founders of Young British Foodies.
Yes. I was just here today as a judge for the 2016 edition!
--Oh really? Can you tell me a bit about Young British Foodies?
It's a project I started with a friend about six years ago, just as the British food and drink boom was starting to heat up. Previously, it was just two or three famous chefs who appeared on TV who were all the rage, but food trends evolved and began to permeate the local level. I felt that there was a need to spread this young talent to the world, so that's what started it. There are nine categories in total, including chef, baking, alcohol, and street food, and we receive countless applications each time. Ultimately, we narrow it down to three to five winners in each category, and then we hold an awards night once a year to present the awards.
--Looking at the British media, the awards seem to receive a wide response and their influence seems to be growing every year. You yourself have a lot of work outside of Lily Vanilli, so I imagine you're busy every day, but what do you do in your free time?
I love billiards, so I go there often. I also go fishing. I try to travel to as many places as possible. I haven't been to Japan yet, but I definitely want to go soon! I also have a secret dream of opening a shop here...
--I'm looking forward to that! I hope it will come true someday. Currently, you have a lot of work outside of cooking, and the content is quite diverse, but in what situations do you find joy in your work? Also, what position do you want to be in in the future?
I love developing recipes, and I get excited when a client gives me a challenging theme. I just love taking on new challenges. I'm the kind of person who can find enjoyment in the work I'm currently doing. So, although I have no idea what the future holds (laughs), I would like to expand my business. Also, I would like to continue making sweets forever.
(※1) Columbia Road Flower Market is held every Sunday. Lily Vanilli's kitchen is located in a corner of a building near the market that is home to many antique shops.
[Lily Vanilli]
WEB SITE
http://lilyvanilli.com/
https://instagram.com/lily_vanilli_cake/
Visiting vintage shops in East London! Stroll down the exotic Brick Lane in [Our Favorite LONDON vol.1]
Visit vintage shops in East London! Check out the famous shops frequented by professionals in [Our Favorite LONDON vol.2]
Read about landscape design with two young London gardening brothers in [Our Favorite LONDON vol.3]
![Delicious sweets in London. Lily Jones, creator of bespoke cakes [Our Favorite LONDON vol.4]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/200x200/images/migration/2016/10/5e424982a2c71e18a9e5e1414aacd157.jpg)
![Delicious sweets in London. Lily Jones, creator of bespoke cakes [Our Favorite LONDON vol.4]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/200x200/images/migration/2016/10/71d71aac07e5621ab2c91200591794fe.jpg)
![Delicious sweets in London. Lily Jones, creator of bespoke cakes [Our Favorite LONDON vol.4]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/200x200/images/migration/2016/10/3a4ff79127ffeb4270957ad282df94e9.jpg)
![Delicious sweets in London. Lily Jones, creator of bespoke cakes [Our Favorite LONDON vol.4]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/200x200/images/migration/2016/10/a01cea91c21b23d39ea6c4e1ed95d80d.jpg)
