Behind the Brand | Bake Believe by Fiona Jones

Emmy Samtani

Emmy Samtani

Emmy is the founder of Kiindred and mother to 3 little ones. Over the last 4 years, she has worked with some of the most credible experts in the parenting space and is a keen contributor on all things parenthood.
Updated on Jun 14, 2024 · 5 mins read
Behind the Brand | Bake Believe by Fiona Jones

Meet Fiona. Mum of two beautiful boys and the Founder of bake believe. It’s what I like to call the ‘Marley Spoon‘ of baking. Perfectly packaged boxes of baking essentials, delivered to your door, so that you can pull off a masterpiece for your little one’s special occasion – whether you are a seasoned baker or not! I first met Fiona over instagram and was lucky enough to receive one of her clever packages right before Christmas.   It was beautifully wrapped and came complete with a recipe card and all the accessories you would need to complete your creation. My eldest was so excited unboxing it all, that she immediately wanted to jump into the kitchen.

Bake Believe

Tell us your story, how did you get started?

My story is a little different, a little unexpected. It started years ago, but it’s not until now that I found a way to share it with the world. From a young age, I had dreamed of being an Australian Olympic skier. It felt real and possible, until self-doubt kicked in. Being told by my coach not to cross the finish line as I wasn’t performing at my best, all to protect his pride, squashed more than just my dream, it shattered my confidence. I was 15 when this event unfolded, competing in an international ski race in Austria. Maybe it was because I couldn’t speak German, or maybe it was because I never talked about it with anyone after the event, or both, but it took a few years to really understand the significance of what had happened that day. It was the day I stopped believing in myself and my dreams, and it impacted my life in so many ways outside of skiing. bake believe is my little way of sharing with the world that the greatest gift you can give yourself and your children is positive self-belief. Fast forward to April 2017, fresh into motherhood, a genuine disaster unfolded in the kitchen in my attempt to make a magical cake for my son’s first birthday. Flour everywhere, sinking cake, kids complaining – divorce worthy, almost! Like many Australian mums, I have many wonderful memories of my parents baking incredible cakes from the iconic Australian Woman’s Weekly Children’s Birthday Cake Book, but in today’s mayhem of juggling work and family life, attempts to recreate these masterpieces for our own children can be stressful, as we’re time poor and often not confident bakers. After throwing myself into baking, and spending many hours in the kitchen, in and around full-time work and family life, bake believe was born – delivering deliciously simple DIY cake kits for life’s little celebrations! Each cake kit is designed to be super simple and fun. They can be made by yourself, or together, with little people in the kitchen. From birthday cakes to cupcake kits, and plenty more fun bakes to come. My hope is to inspire busy parents and first time bakers to create amazing bakes with their little ones, without all the stress and guilt. To experience the joy and pride of seeing their little ones eyes light up, knowing they made every crumb of it!

Superhero Birthday Cake

How do you Juggle work & parenthood?

I’m still learning is the honest answer. It’s definitely a challenge, a constant juggle and there is forever the mums’ guilt. I’m just really fortunate to have such a supportive family, they are my everything and more. I’ve always got my 6 month old with me, so everything takes twice as long as I’d like, but rather than fight it, I’ve found it easier to go with it, and often my work day starts when the kids go to sleep and usually finishes around midnight (but then I’m up and down like a yoyo breastfeeding, so I don’t even know what a “normal day” is anymore!) Above all, it’s mindset. Passion and self-belief are a killer combo.

What’s the story behind the name ‘bake believe’

Bake believe is a clever way of articulating my brands why, which is to inspire self-belief and possibility. It empowers busy parents and first time bakers to be their kids hero, by making their little ones themed cakes with the help of a little box of baking magic!

How has becoming a mother changed you?

I’m still Fiona, but there is so much more purpose and depth to my life now. Everything has a new perspective with two little ankle biters that need my presence, care and love. They are my world.

What is your favourite dessert to cook with your son?

My eldest son looooooves the mixer or blender, so it has to involve one or the other! There are many, but at the moment, I’d say it’s our raw cocoa brownie slice, although he’d probably say the dinosaur cake! I love experimenting with everyday healthy bakes, as it satisfies our sweet tooth whilst delivering nutritional benefit.

What’s the best part about baking with your little one?

Personally, there’s nothing more enjoyable than seeing my son smile as he creates amazing bakes he’s super proud of. It teaches lifelong skills, and hopefully a love for baking.

Bake Believe Cakes

Who is your role model?

My dad. He always told me from a young age to “think positive” and taught me to believe in myself. He believed in me, and I honestly believed I could take on the world. I’d love nothing more than to pass this on to my kids, and the bake believe community.

What has been the hardest thing about starting a business?

The Juggling of many hats. As a small business owner you’re accountable for everything, plus as a mum you run the house and prioritise your little ones needs. Happy chaos!

What would you be doing if you didn’t have bake believe?

Haha, I’d probably be out enjoying my Mat Leave with my two boys (job which pays the bills). Pushing the pram along the beachfront, caring for myself a little more and definitely getting more sleep…. Boring!!! 😉

What’s next for bake believe?

Wholesome bakes that nourish the body and delight the eyes. Everyone should be able to eat yummy treats, without all the stress and guilt.

Unicorn Cake

We can’t wait to see what’s next for Fiona and continue to enjoy her products. If you would love to share your brand story and be featured as part of our ‘Behind the Brand’ feature – please get in touch at [email protected] and put ‘Behind the Brand’ in the subject line.

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