For many, baking is a science—precise measurements, delicate techniques, and careful execution. But for the founder of SweetLionHeart (SLH), it became an unexpected artistic expression, blending her background in graphic design with a newfound passion for pastry.
Her journey into the world of baking wasn’t a lifelong dream but rather a serendipitous discovery. A part-time patisserie course at Silwood School of Cookery in 2015 ignited her love for baking. What started as a way to enhance her food styling and photography skills quickly turned into a full-fledged creative endeavor. Today, SweetLionHeart is known for its distinctive designs, influenced by everything from global art and fashion to nature’s vibrant colours. Founder Nikki Symons takes us through her creative journey.
What inspired you to start your own bakery and what's been the most challenging part of the journey so far?
I grew up in the kitchen cooking with my mom but baking was never something I was particularly drawn to. Though, my mom’s pavlova was the exception and I was definitely inspired to have one on the SLH menu.
I fell in love with baking while doing a part-time patisserie course at Silwood School of Cookery in 2015. At the time I was working as a graphic designer and wanted to expand on my interest in food styling as I was teaching myself photography through a blog, Gathered, with my mom. I accidentally fell in love with baking as I realised what an amazing physical expression of creativity it was as someone who worked mostly in the digital world. The most challenging part of the journey has been navigating the financial aspects of the business. I wish I had understood more about finance from the start but I have learnt a lot over time.
You have quite distinct cakes. How do you balance the creative and business aspects of running a bakery?
Balancing the creative and business side has been a learning curve. My background in graphic design and branding helped me build the business in a lean way. I handled our creative output for eight years before taking maternity leave which saved a lot in out sourcing costs. The key has been creating a strong brand identity and maintaining consistency while also being flexible enough to evolve and grow. Now my team has fully stepped up and they continue to blow me away. They understand the brand so well because we have worked hard to create a company culture that nurtures creativity. This means that what the customer sees at the end is not just a beautifully designed cake but something that reflects the heart of our business .It’s been amazing to see them carry the SLH vision forward while I focus on being a mom.
Where do you find inspiration for your unique cake designs and flavours?
We like to look toward less obvious sources such as global art, design and fashion trends as well as nature. Our Astronomica cake was our genesis design and remains a favourite but I personally also love using local seasonal ingredients and playing with natural colours in ‘produce’ cakes blended with regal piping. My favourite flavour of all time is our Clementine cake. It’s a simple recipe with very few ingredients but focusing on quality - plus it’s gluten-free (which is a bonus for me as a type 1 diabetic that tries to stay away from simple carbs as much as possible).
What trends are you seeing in the baking industry right now and how are you incorporating them into your products?
I’m excited about the growing awareness around artificial food dyes and quality ingredients. We have always used quality ingredients but the challenge is achieving what we do using all-natural dyes. I hope SA will have more options available to help us move towards this. Since we operate in the celebration space we advocate for balance and ensuring that when you do treat yourself you do so with the best possible option. We do have a Naturally Sweet range that is a ‘free-from’ range but it’s limited for now.
What's the most popular type of cake or treat that you sell and why do you think it's so well-liked?
Our Giftable mini cakes have been a hot seller since they were introduced during Covid. They are perfect for gifts or a small indulgence without the commitment of a large cake. They are well-priced and accessible to a broader clientele which has made them a firm favourite! We make so many of them and also currently stock two SPAR’s in Cape Town for those that want to get them on the go.
How do you prioritise self-care and manage stress as a business owner?
Phew. This took me a long time to get the hang of! I used to be terrible at it but actively worked on setting boundaries with work. However, since becoming a mom at the end of 2024 it’s been hard to establish a new self-care routine. I used to get up at 4am every morning to practice Vipassana meditation for an hour before heading off to yoga and starting my work day. Postpartum has been messy for me with major anxiety and episodes of panic attacks and I have really struggled to build a routine again.
For now I take quiet moments when I can hand our little girl over to my husband, so I can do ten minutes of meditation or have a cup of cacao on the couch. During pregnancy I got into preparing ceremonial-grade cacao to replace my daily coffee fix and it’s something I have stuck to as I find it deeply grounding.I have also taken a step back from social media (deleting Instagram from my phone has been life-changing) and I am very conscious of my screen time. Spending quality time with my daughter really fills my cup and being a mom for her is priority number one right now.
If you could create a cake for any celebrity or historical figure who would it be and what would the cake look like?
To be honest there is no one really. I love that we get to make cakes for anyone that is drawn to the brand and bring joy to their celebrations - that’s where the true satisfaction comes from.
What inspired the decision to move to a new space and what are you most excited about?
It was a combination of factors. We were busting at the seams and needed more space. The new location is operationally more convenient and it was just time for a change. Our new space at Wembley Square is way more well thought out. I have learnt a lot over the years especially as someone who didn’t cut her teeth in kitchens - I learnt as I went and through meeting people along the way. Our new home gave us the opportunity to step into a new phase as the business has matured! Also, I actually started the business from my apartment when living in Wembley Square so it’s a bit of a full-circle moment for me.
What advice would you give to other women who are interested in starting their own businesses?
Trust yourself and be open to learning as you go. Be strict with costing your product and charge what you really should to sustainably grow your business. I also think it’s important to invest time in learning about the financial side of business from the get-go (that said I would never trade my marketing design and branding experience for it as those skills allowed me to build the business in a lean way).But beyond anything, be sure to throw yourself into building a company culture that fosters positivity and propels your brand and business forward... you end up creating something so much more worthwhile with your people by your side.
GLAMOUR Recommends
International Women's Day : Empowering quotes from 5 inspiring African female leaders
GLAMOUR Women in Charge: Meet Founder of Honest Hormones, Giada Bertola
GLAMOUR Women In Charge: Meet Award Winning Comedian Arlene Petersen
Women In Charge: Meet stylish violinist extraordinaire, Kirsty Bows
GLAMOUR Women In Charge: Meet Lucinda Zinyemba a mixologist and founder of Lucy’s Magique
Woman In Charge: Meet Supriya Mody, the founder of ‘Future Me’ the new luxurious skin-care brand,
