Q&A with Digby Cakes

What started out as a lockdown hobby quickly turned into a full-time, thriving operation for Louie Digby, owner and one-woman show behind Digby Cakes.

Known for her elaborate shag cakes, she launched her business in October 2021 and it wasn't long before she gained traction in the Melbourne community and became inundated with orders. She quickly grew out of running her business at home and moved into a shopfront in McKinnon. 

We're excited to collaborate with Louie as part of our We Wear Cargo Crew campaign and caught up with her in this Q&A to learn more about her business.

1. Tell us about Digby Cakes! Why did you decide to start this venture and how did you get into baking?

Digby Cakes has evolved from my love of cooking and entertaining. Whether it’s cakes, cookies, pies, salads, grazing platters, or dinner parties, in the kitchen is where I feel at home and it’s what I love doing.

I've always been very passionate about all things baking. However, it wasn’t until one day during one of London’s lockdowns that I found myself enrolling into cake decorating courses to keep myself entertained. I eventually became so consumed by it all I decided I needed to take steps for this to be something I did for work. I started volunteering at a bakery in East London and eventually resigned from my marketing job and worked there for just over year. When I returned to Melbourne I had dreams to launch Digby Cakes, but never did I think it would happen this quickly!

Currently, my role at Digby Cakes is owner, baker, decorator, cleaner, marketer, accounts, and more! Sometimes some of my roles can be less than glamorous but I quite like variety.

I’m currently a one-woman show, but hopefully in the near future that will change...

2. We love seeing all the amazing cakes you bake on Instagram. What’s your favourite cake to bake and why?

OO! Tricky! In terms of flavour, I’d have to say at the moment it would be either be the Carrot, Walnut & Spice cake with vanilla cream cheese frosting or the White Chocolate & Raspberry cake with vanilla cream cheese frosting.

In terms of techniques, I think the shag cakes have my heart. The texture of the shag combined with the variations of colours and patterns never gets old to me. When I see the sea of cakes at the end of each week it still makes me giddy. 

Additionally, one of the more elaborate cakes that stood out to me recently was a red and pink, three-tiered, heart-shaped regal wedding cake which had lots of piping detail and lace between each tier. That was pretty special.

3. We know it can get pretty messy in the kitchen – what’s your go-to Cargo Crew apron and what do you love most about it?  

My Boston Bib Aprons are an absolute saviour. After spending the day baking and decorating, I’m often completely covered in cake batter, frosting and food colouring, so I’m not sure what I'd do without them! I love them when they're freshly washed but there's also something I love about them when they're filthy and covered in different colours, it usually symbolises the end of a big day.

My favourite would have to be my Tom Bib Apron in Blush with the Digby Cakes logo embroidered. It makes me so feel proud to be wearing and representing my brand while I bake and decorate. 

4. What’s been the most exciting and challenging part about running a business?  

At the moment the most exciting part about my business is getting to do what I love every single day, it’s a long-time dream come true. It's such a privilege to make your hobby into your day (and night) job, and even when it's difficult, there's not a minute I take it for granted. 

The most challenging part is the non-stop pressure I put on myself. I’ve had to learn to prioritise and let some things wait, which has been difficult for me. As my business grew quite quickly, my systems weren't ready for it. I look forward to the day my processes are a little more streamlined, but at the moment all I can do is plan, work hard and do my best and that’s what I’ll continue doing!

5. What’s your dream for Digby Cakes? Where do you see yourself in a year’s time?    

In a year’s time I’d love to have increased production and be in a position to some hire some assistance in the kitchen and on the digital side of things. Alongside this I’ll be aiming for the introduction of new designs and products.

My long-term dream for Digby Cakes is to have a retail space where people could experience Digby Cakes in real life. But most of all I want to continue working hard, loving what I do and being a part of the milestones in people's lives.