An Exclusive Interview with Nelly of Nelly's Cakes in Dubai
Step into the world of edible artistry with Nelly’s Cakes, where every creation is more than a dessert; it’s a celebration of beauty, flavor, and emotion. With over 2 decades of experience and more than 17,500 custom cakes crafted, Nelly’s Cakes has earned a stellar reputation as a luxury cake designer serving clients across Europe. From dreamy wedding confections to show-stopping engagement and celebration cakes, Nelly’s team transforms your sweetest moments into unforgettable memories.
What sets Nelly’s Cakes apart is their commitment to personalization and perfection. Clients are invited to indulge in a nine-flavor tasting experience, followed by a one-on-one design session to bring their vision to life.
On the big day, Nelly’s team ensures every slice is served with elegance, offering on-site support for setup, slicing, and plating. With clients from over 75 nationalities and cakes gracing events from Dubai to Paris, Nelly’s Cakes continues to redefine what it means to celebrate in style.
We had the chance to ask Nelly a few questions, and here is what she shared with us:
How did you first venture into wedding cakes and establish your family business?
Our journey began humbly, with simple birthday cakes, while we were living in a refugee center in the Netherlands. Over time, we became known as the go-to bakers within a community of around 1,400 people. Word quickly spread beyond the center, and soon, we were baking for people from surrounding areas.
Our very first wedding cake was for a couple in the camp. The venue was so impressed by the look and flavor that they started ordering from us regularly. Of course, baking a 100–200 portion wedding cake with just a small microwave-oven combo wasn’t easy. However, with help from others in the camp and their generosity in allowing me to use their ovens, we made it happen.
As we noticed a growing interest in elaborately decorated wedding cakes and sweets tables, we expanded into venue decorations and floral designs. Eventually, wedding cakes became our main focus and our field of expertise.
The real transformation into a family business began when my husband joined. With his engineering background, he brought brilliant structural and design solutions to even my wildest ideas. After we were assigned our first home in the Netherlands, it became clear that our kitchen couldn’t keep up with the demand, so we opened our bakery.
Since we couldn’t afford childcare, our children grew up in the bakery and joined us on deliveries. They began helping with tasks like writing emails, something we struggled with due to the language barrier. Today, my son leads our finance and business strategy, and my daughter manages accounts and sales. Their involvement has elevated our dream into something much bigger.
Your cakes are known for intricate designs and techniques. Could you walk us through the creative process?
In the early days, we would recreate cakes that clients found on Pinterest and Instagram. That evolved into hybrid designs, blending different inspirations. Eventually, we began crafting entirely original concepts.
Our process begins with a hand-drawn sketch, either based on the client’s vision or our ideas for a new trendsetting design. I then collaborate with my husband, who contributes his expertise in materials and structural integrity. Together, we explore how to bring these ideas to life in a tangible way.
Before baking the final cake, we construct a non-edible model using alternative materials. This allows us to study the shape, proportions, and potential challenges in building the structure, giving us a clearer path forward. For particularly complex or ambitious designs, we also use digital software to create 3D visualizations. This allows us to simulate the structure more precisely and make necessary refinements before moving to production.
Once the concept is fully visualized and refined, we start from scratch on the actual cake, carefully baking, layering, filling, and decorating each tier with precision and passion.
What inspired your expansion to Dubai, and what opportunities or challenges do you foresee in the Middle East?
Over the years, we received numerous international orders from countries like Germany, Belgium, Luxembourg, Switzerland, and France. We even had requests from places like Morocco, Saudi Arabia, and Qatar, but we hesitated to pursue intercontinental deliveries.
The idea to expand to the UAE came from my son. After several visits to Dubai, he encouraged me to see the city for myself. I was struck by the contrast in style and taste, while Dutch clients often prefer minimalism and subtlety, many in Dubai gravitate toward bold, luxurious, and extravagant designs. In the Netherlands, the wedding cake is a beautiful detail; in Dubai, it’s often the centerpiece of the celebration.
This inspired us to conduct in-depth market research, and we decided to take the leap and expand into the UAE.
One challenge we anticipate is the dynamic and fast-paced nature of the market. In the Netherlands, it’s common for clients to place orders anywhere from three months to two years in advance. In the UAE, timelines are much shorter, sometimes as little as one day to one year before the wedding. Adapting to this quick turnaround will require operational flexibility and efficient planning, but we’re confident in our ability to meet the demand while maintaining our signature quality.
What are the hottest wedding cake trends, and how do you envision them adapting in Dubai?
Trends are ever-evolving. Some, like the Lambeth-style cakes from the early 2000s, have even made a comeback in 2024-2025. But throughout our journey, we’ve been more trendsetters than followers. We’ve noticed that, while clients may begin with a trend in mind, they often end up choosing something deeply personal and unique.
In their UAE, the fusion of cultural richness and flair for drama opens the door for bold, one-of-a-kind designs. It’s a place where creativity knows no bounds, and that’s exactly what inspires us!
What is your top advice for couples choosing their wedding cakes?
My number one piece of advice is: choose the artist who makes you feel most at ease, someone you trust completely, who understands your vision and treats it like their own. That’s the experience I’ve always aimed to provide for my couples.
When selecting a design, follow your heart. Don’t worry about whether it’s too bold or too simple. Years from now, when you look back at your wedding day, your cake should still bring a smile to your face because it reflected your true style and personality.
I always remind couples: don’t let outside opinions sway you. Don’t make the mistake I once made during my wedding, where I picked someone else’s opinion over my own and missed out on my dream wedding cake, all because someone called it "old school". Whether it’s family or friends, listen to yourself first. Your wedding cake should be a reflection of you.
What is your vision for your family business’s future?
As a family business, we cherish the love and passion we’ve poured into every cake. Now, we’re excited to pass the torch to the next generation. My son, Tigran, is stepping in as the new head of the company, while my husband and I continue doing what we love, baking cakes and creating unforgettable memories for both the client and us!
We’re giving him the space to shape the future of Nelly’s Cakes, both domestically and internationally, with fresh ideas and a bold vision. The future is bright for Nelly’s Cakes, and we’re so proud of how far we’ve come together.
