Hey, I’m Dan Joy
Founder of The Joy Of Cake
We don’t just bake cakes. We deliver joy.
At The Joy of Cake, we believe every celebration, big or small, deserves something special.
Our cakes are handmade with real ingredients, crafted with care, and delivered with love. Whether it’s a birthday, a new baby, a thank you or just because, we’re here to make the moment memorable.
How My Story Started
My journey began in 1990, at just 14 years old, when I found myself stopped outside a bakery window in South East London. It was early morning, and the shop was alive with movement: bakers pulling steaming loaves from the oven, the golden crusts glowing under the light, and the most incredible smell in the air. That simple moment stirred something deep in me.
That afternoon, I walked into Slatters Bakery, a family-run business that had been baking for over 50 years. I asked for a Saturday job—“But I don’t do washing up,” I said cheekily. The owner grinned. “See you Saturday at 6 a.m.,” he replied. My first job? A huge sink full of washing up. I was in love with the craft from that day on.
Over the next ten years, I learned everything from scratch, especially in the confectionery department. No pre-mixes, no shortcuts—just real ingredients, time-honoured methods, and care in every detail. It was more than baking—it was a kind of quiet perfectionism, and that’s stayed with me ever since.
One of the proudest moments of my early career was baking for the Wimbledon Tennis Championships, where we made up to 18,000 hand-cut scones a day. We even supplied a special cake—the Majorca Slice—rumoured to be a favourite of the late Prince Philip, served in the Royal Box.
After seeing the bakery trade start to fade from the high street in the late ’90s, I stepped away temporarily, spending time in Cyprus and later working at BT. But I returned to the bakery each year for Wimbledon, because I simply couldn’t stay away.
In 2008, the call of the kitchen became impossible to ignore. I joined my friends at The Cake Store and helped launch what I believe was the UK’s first nationwide cake delivery service. It began quietly—but that gave us time to perfect the experience. Every cake had to arrive looking beautiful and tasting as if it had just left the oven.
Since then, I’ve been fortunate enough to help thousands of people celebrate life’s most joyful moments. Along the way, I’ve worked with some of the world’s best-known brands and names:
One Direction
delivering personalised cakes to some of the world’s most devoted fans.
Harrods
proudly supporting their iconic Christmas hampers, where quality is everything.
The Royal Wedding
delivering wedding cakes in partnership with Harrods, a moment that reminded me how powerful a cake can be in making history.
Samsung
crafting and delivering 40,000 branded cupcakes for a national campaign.
But while the names are big, it’s the everyday celebrations that matter most to me. A birthday surprise. A ‘just because’ treat. A new baby. A retirement. The quiet happiness of seeing someone smile when they open a box of cake made just for them.
At The Joy of Cake, we believe in doing things properly. That means:
- Baking with integrity – real ingredients, no shortcuts, and time-honoured techniques.
- Packaging with care – so your cake arrives as beautiful as it left us.
- Serving with sincerity – every customer is personal, and every order matters.
- Trusting tradition – over 30 years of experience in delivering cakes people remember.
When you order from us, you’re not just buying a cake—you’re inviting us into a special moment in your life. That’s something we never take for granted.
Thank you for letting us be part of your story.