the cake business transformation programme
Elevate your cake business turning your passion into profit with expert support and a clear roadmap inside a supportive, intimate group setting.
Embark on my 12-Month Cake Business Transformation Programme, a journey designed not just to educate but to transform.
RISE
You’ve mastered your cake skills — you create beautiful, intricate designs and pour everything into your work. But suddenly, you’re expected to be a marketer, a pricing expert, a salesperson, a customer service pro — all while actually making cakes.
On top of that, you’re dealing with unfulfilling bookings, ghosting leads, an isolated work environment, a million things on your to-do list, and never enough time to get it all done.
And let me guess... despite working non-stop, you still feel like nothing is moving you closer to the business you imagined when you started.
I know how confusing, overwhelming, and lonely that can feel — because I’ve been there too.
Running a cake business is tough — and no one really prepares you for what’s ahead.
With the right strategy, guidance, and support, everything can change — and that’s exactly what RISE is designed to give you.
That’s why I created RISE to take you from feeling stuck, overwhelmed, and underpaid to running a profitable, fully booked cake business that gives you the income, clients, and confidence you deserve.
Inside this nurturing, supportive group, you’ll get the step-by-step guidance, expert mentorship, and real community you need to grow a business that actually works without having to figure it all out on your own.
Because when you have the right strategy and support, everything changes.
It’s exhausting trying to figure it all out by yourself.
❌ You’re attracting price-sensitive clients who don’t value your work.
❌ You’re watching other cake businesses book out and wondering “What am I doing wrong?”
❌ You feel nervous about charging properly for your time and skill.
❌ You never have enough time for your family, hobbies, and just switching off.
Sound familiar?
'RISE' is meticulously crafted to take you TO...
✅ Feeling appreciated and valued by your clients
✅ Feeling content in your cake business and achieving your version of success
✅ Feeling clear and confident in your business strategy
✅ A diary filling up with bookings you desire
Let’s face it, you invest a lot into your cake skills but achieving true success requires investing just as much, if not more, into your business skills. The reality is, you can’t have one without the other.
And there will come a time when you just can't put off learning the business side any longer.
Snippets of advice and short-term fixes only go so far.
What you need is something deeper — a programme that offers real, personalised support, strategies that work, and the tools for lasting transformation. And that is exactly what RISE is designed to do.
"A year ago, I started the Rise mentorship program as a luxury cake artist just finding my footing. Now, I have weekly sales, a website that reflects my brand, and a customer journey I’m proud to lead. I’ve learned how to consistently show up at a luxury level on social media, how to approach my business with a strategic mindset, and how to position myself as a serious, high-end vendor in my community."
JENNIFER SPARKS, @JLCAKE
what past students are saying...
Here’s why most cake businesses stay stuck — and why RISE is different.
Most cake designers believe that if they just get better at decorating, their business will take off... but the truth is, beautiful cakes alone won't build a thriving business.
Without clear strategies for pricing, marketing, and client experience, most talented designers stay stuck, overwhelmed, and underpaid.
If you want a fully booked, profitable cake business, you need to master:
✅ A real pricing strategy that generates profit
✅ Marketing that brings in high-value clients
✅ A seamless client journey that converts enquiries into bookings
✅ Confidence in selling (without feeling awkward)
✅ And — a clear plan for growth that’s built to last.
That’s what we focus on inside RISE — with expert-led training, live coaching, and tailored 1-1 support to help you actually implement and succeed.
A journey crafted from experience.
With 16 years in the cake industry, I’ve gone from a hopeful cupcake seller at farmers' markets to a renowned cake designer catering to an elite clientele
.
The triumphs — and challenges — of my journey have equipped me with invaluable insights that got me to where I am today. Now, I'm sharing them all with you inside RISE.
RISE isn’t just about learning—it’s about lasting transformation, inside an environment that’s supportive, kind, and friendly.
A place where every cake business owner is seen, heard, understood, and valued.
I’ve designed this programme to bring together the very best of working 1-1 with me and the community and structure of a course—so you get the personalised support you need, alongside a group of cake business owners walking the same path.
A Programme designed for sustainable success
It’s going to be a fun, fulfilling, and transformative 12 months.
If you’re serious about running a well organised and profitable cake business then RISE is definitely the course you should be investing in.
The course has been planned to perfection and is delivered so so well. Each month focuses on a relevant topic relating to your business and gives you not only detailed monthly workbooks but presentations by Hayley and access to relevant guest speakers.
- ALISON - wedding cake business owner
what past students are saying...
If you're ready to stop trying to figure it all out on your own and finally get expert support and a clear roadmap — let's do this together.
The highest level of support, designed to fast-track your results.
£247/month or £2,964 in full
1. RISE Full Programme
(Includes 1-1 Support)
Two Ways to Join RISE:
✔️ 10 x private 1-1 coaching calls to personalise your strategy
✔️ Full access to monthly live trainings, coaching, and expert sessions
✔️ Weekly group check-ins for ongoing support and accountability
✔️Skill Builder Hour -1 hour focused on either business growth or creative development
✔️Monthly cake surgery
✔️ Private community of cake business owners for connection and advice
✔️ In-Person strategy day at my home/studio - Learning, gifts, lunch and much more 🎉
✔️ Direct mentorship with me to fast-track your progress
👉 Only 10 spaces available for 2026 for the full programme with 1-1 support. Once they’re gone, they’re gone!
If you want to work closely with me, get personalised feedback, and have direct support on your specific business challenges — this is for you.
Yes, I want full support – Join RISE (£247/MONTH)
Full value if paying for all this individually would be over £9000!!!
12 months of 1:1 mentoring - £6000, Guest experts & masterclass £3000+, templates, tools & resources £500+, strategy day £250.00 -
ongoing support and feedback - Priceless!!
UNSURE IF RISE IS RIGHT FOR YOU?
Book a free 20-minute call with me to see if it's the right fit!
Yes, I want full support – Join RISE (PAY IN FULL)
"One of the best decisions in my ten years of cake business!
I can highly recommend this program to anyone either at the very beginning, as it will cover everything you will need to know to start off properly from the start, or someone who is already making cakes and wanting ‘more' and to show up as ‘proper’ professional.
- MILLY - @millyzirkercakedesign
what past students are saying...
All the group trainings and support — without 1-1 coaching.
£149/month or £1,788 in full
2. RISE Lite (Group Only, No 1-1 Support)
✔️ Full access to monthly live trainings, coaching, and expert sessions
✔️ Weekly group check-ins for ongoing support and accountability
✔️Skill Builder Hour -1 hour focused on either business growth or creative development
✔️Monthly cake surgery
✔️ Private community of cake business owners for connection and advice
❌ No 1-1 coaching (available only in the full programme)
❌ In-person strategy day ( Optional Small fee to upgrade to this )
💡 If you’re not quite ready for 1-1 coaching but still want the structure, trainings, and group support to move your business forward — this is for you.
🛑 But if you know you’ll need tailored help to implement and stay accountable, the full programme with 1-1 support is the best fit.
UNSURE IF RISE IS RIGHT FOR YOU?
Book a free 20-minute call with me to see if it's the right fit!
JOIN RISE LITE (£149/MONTH)
join rise lite
(pay in full)
Full Support Package: £2,964 → £2,371
SAVING £593
Lite Package: £1,788 → £1,430
SAVING £358
EARLY BIRD BONUS
Use rise20 - at checkout!
Early Enrolment: Save 20% (72 Hours Only)
For the first 72 hours only, you can join RISE at a reduced rate.
A direct investment saving for those who are ready to take action now.
I'm Hayley Jones, owner of prestigious UK cake design studio Hayley Elizabeth Cake Design and the educator of cake artists through Flourish Cake School.
I've been designing and baking exquisite cakes, creating fine sugar work and running a highly successful cake design business for well over a decade, in which time I've honed and created my own processes and approaches in both cake and business skills.
It is these individually-developed techniques, processes and approaches that have helped build and shape my business,. I love the cake industry and one thing I want to achieve is to lift up the industry and help as many cake designers, makers and bakers to achieve success and longevity in their chosen career. I want you to be able to build your skills and build a business that brings you confidence, profit, passion and joy. The Rise programme is the epitome of this.
MEET HAYLEY
"Working with Hayley has been one of the best business decision I have made, imagine having someone helping you navigate your path while avoiding all the pitfalls. Rise has been the breath of fresh air that my cake business needed. Hayley has been meticulous in crafting a programme that covers all the key areas you need with the excellent addition of carefully selected guest experts."
- ANDREA BROWN - @littlebitofheaven
what past students are saying...
📌 The Cake Surgery – Monthly live Q&A calls to troubleshoot issues & get expert advice
📌 Weekly Group Check-Ins via Whatsapp – Ongoing support & accountability to keep you on track
📌 Exclusive Guest Expert Sessions – Learn from leading industry experts in branding, SEO, marketing & sales
📌Skill Builder Hour
A monthly hour focused on either business growth or creative development
📌 Private Community – A space to ask questions, share wins & connect with like-minded cake designers
📌 Strategy day at my home/studio 🎉 – An in-person strategy day with learning, gifts, lunch and much more - for full support package only ( lite package a small additional charge )
✨ FULL Members Only:📌 10 x 1-1 Coaching Sessions – Get personalised business strategy & support every single month
📌 Additional tailored guidance throughout the year to fast-track your progress
What's Included in RISE?
WHAT WE'RE DOING, MONTH BY MONTH
MAy: Onboarding & Mindset Mastery
Kick off with personal one-on-one Zoom sessions to introduce you to the programme and get to know your business inside out. Plus, dive deep into your business plan with me and mindset principles with a pre -record from guest expert Shelley Bosworth, a business mindset coach, including a live Q&A with me and much more.
June: Branding Brilliance
Develop a standout brand with the help of myself and guest expert Sarah Shuttle. Learn to differentiate yourself from competitors, clarify your mission, values and vision and boost your brand’s awareness and visibility, with interactive sessions on branding and a Q&A.
July: Crafting COPY THAT CONVERTS — SPEAK TO DREAM CLIENTS & GET BOOKED
Learn how to write words that connect and convert—so clients know your value and want to book you.
Together with me and guest expert Caitlin from Digital Bloom, we’ll cover: How to speak directly to your ideal client, Storytelling that builds trust and connection, writing enquiry replies, website, and social copy that converts with Q&A
September - SEO THAT GETS YOU FOUND — MAKE GOOGLE WORK FOR YOU
Learn how to get seen by the right clients with simple, effective SEO for your website. Together with me and guest expert Jodie from Nowhere to No.1, we’ll cover: How to get found on Google (without the overwhelm), What to focus on — and what to ignore, Easy SEO tips to attract local wedding clients with Q&A and so much more
August: Reflect and Catch Up
A scheduled break to digest the information, apply what you've learned, or simply take a well-deserved rest.
October: Customer Journey Enhancement Part 1
Acquisition to engagement - Focus on turning enquiries into bookings by optimising your customer acquisition and engagement strategies. Looking closely at your current customer journey and looking at pain points you have for turning the enquiry into a booking. Discuss methods to prevent ghosting and enhance the initial customer interaction with taster boxes and consultations.
November: Customer Journey Enhancement Part 2
Continue refining your customer journey, focusing on creating memorable experiences and efficient time management through to the wedding day. Learn the importance of offboarding processes to ensure happy clients and leverage positive experiences for marketing. All the things nobody else does!
January: Pricing for Profit
Kicking off the month with money mindset with myself and guest expert Shelley,
Tackle pricing strategies, cost analysis, and developing healthy profit margins. Understand the principles of financial planning and how to manage workload for growth.
December: Festive Catch-up and Celebration
A scheduled break to digest the information, apply what you've learned, or simply take a well-deserved rest.
February: Sales Strategies
Elevate your sales game with techniques and strategies to boost confidence in selling. Creating a strategy, become confident in the art of selling, adding value before talking about price, how to structure sales calls and emails, how to increase conversion on sales calls, how to handle objections, how to end the call/email, how to send the proposal/email and the importance of following up.
And Creating realistic conversion numbers. With myself and recordings from Hayley Biggs.
March: SOCIAL MEDIA SUCCESS
Delve into the nuances of social media channels with a focus on Instagram and Pinterest. Master the art of engagement, content planning, stories, reels, being authentic and leveraging analytics to grow your following authentically with my guidance.
Discover the unique benefits of Pinterest for your business, from optimising your profile and understanding SEO, to creating pins that drive traffic. Guest expert, Pinterest expert Faye Strange will provide invaluable insights into making Pinterest a powerful tool for your business.
April: PHOTOGRAPHY, EXPOSURE, NETWORKING & SCALING FOR GROWTH
A powerful month to elevate your brand, build connections, and plan for long-term success.
With guest expert Catherine Parsons, we’ll cover: Photography: How to style, shoot, and edit cakes that get noticed. Networking & Exposure: How to connect with venues, planners, and suppliers to grow your reputation and referrals. Scaling & Growth: Strategies to raise prices, increase bookings, and grow without burning out. Final Reflection & Goodbye: Celebrate your progress and map out your next steps
The highest level of support, designed to fast-track your results.
£247/month or £2,964 in full
1. RISE Full Programme
(Includes 1-1 Support)
Yes, I want full support – Join RISE (£247/MONTH)
Two Ways to Join RISE:
✔️ 10 x private 1-1 coaching calls to personalise your strategy
✔️ Full access to monthly live trainings, coaching, and expert sessions
✔️ Weekly group check-ins for ongoing support and accountability
✔️Skill Builder Hour -1 hour focused on either business growth or creative development
✔️Monthly cake surgery
✔️ Private community of cake business owners for connection and advice
✔️ In-Person strategy day at my home/studio - Learning, gifts, lunch and much more 🎉
✔️ Direct mentorship with me to fast-track your progress
👉 Only 10 spaces available for 2025 for the full programme with 1-1 support. Once they’re gone, they’re gone!
If you want to work closely with me, get personalised feedback, and have direct support on your specific business challenges — this is for you.
Yes, I want full support – Join RISE (PAY IN FULL)
Full value if paying for all this individually would be over £9000!!!
12 months of 1:1 mentoring - £6000, Guest experts & masterclass £3000+, templates, tools & resources £500+, ongoing support and feedback - Priceless!!
UNSURE IF RISE IS RIGHT FOR YOU?
Book a free 20-minute call with me to see if it's the right fit!
All the group trainings and support — without 1-1 coaching.
£149/month or £1,788 in full
2. RISE Lite (Group Only, No 1-1 Support)
✔️ Full access to monthly live trainings, coaching, and expert sessions
✔️ Weekly group check-ins for ongoing support and accountability
✔️Skill Builder Hour -1 hour focused on either business growth or creative development
✔️Monthly cake surgery
✔️ Private community of cake business owners for connection and advice
❌ No 1-1 coaching (available only in the full programme)
💡 If you’re not quite ready for 1-1 coaching but still want the structure, trainings, and group support to move your business forward — this is for you.
🛑 But if you know you’ll need tailored help to implement and stay accountable, the full programme with 1-1 support is the best fit.
UNSURE IF RISE IS RIGHT FOR YOU?
Book a free 20-minute call with me to see if it's the right fit!
JOIN RISE LITE (£149/MONTH)
join rise lite
(pay in full)
Full Support Package: £2,964 → £2,371
SAVING £593
Lite Package: £1,788 → £1,430
SAVING £358
EARLY BIRD BONUS
Use rise20 - at checkout!
Early Enrolment: Save 20% (72 Hours Only)
For the first 72 hours only, you can join RISE at a reduced rate.
A direct investment saving for those who are ready to take action now.
"If you're serious about growing your cake business for the long-term and want the right guidance to help you get there, I’d highly recommend working with Hayley as part of her RISE programme."
- ALISON MCKINNON, COPPER ROSE WEDDING CAKES
what past students are saying...
MEET THE GUEST EXPERTS
sarah shuttle - brand designer & consultant
Shelley is straight talking action driven Business Mentor & Mindset Coach helping women in business get out of their heads and out of their own way to achieve their goals both personally and professionally. With a 25 year corporate career behind her she understands the reality of life, her own story is indeed a rollercoaster but her mindset has been the key to resiliently bouncing back, keeping going, building a 6 figure business in her 40’s and achieving goals she only dreamed of in her younger years. Shelley is passionate about helping others understand the power of their mindset and has helped hundreds of ambitious women take action rather than simply wishing, hoping and berating themselves for not moving forward.
Shelley will join us at strategically placed points along the journey to help us understand our mindset, notice where we might be getting in our own way and more than that give practical steps to move forward.
shelley bosworth:
Business Mindset Coach
Sarah Shuttle is a luxury branding designer and consultant. With over 10 years experience, Sarah has worked with countless brands in industries such as weddings, beauty, lifestyle, wellness and hospitality.
Her approach is blending high-end design with heartfelt and heart-filled meaning. She brings her values of kindness, warmth and authenticity to an industry that can feel intimidating and cold.
Sarah will be teaching all about branding, how it can be a gamechanger in your business, discovering the heart of your brand and how this conveys in a visual sense.
JODIE:
SEO for small business expert
Caitlin is a seasoned wedding professional, copywriter, and brand messaging specialist with over a decade of experience in the industry. As the founder of Digital Bloom, she helps modern wedding brands refine their messaging and craft strategic, creative copy that captivates, connects, and converts.
With a deep understanding of the wedding industry and the psychology behind purchasing decisions, Caitlin blends branding, marketing, and sales expertise to ensure businesses stand out in a competitive market. Her approach is rooted in strategy, storytelling, and a sharp eye for what makes a brand truly unforgettable.
From website copy and brand messaging to blogs and marketing materials, Caitlin works with creative wedding businesses to craft words that don’t just fill a space—they create impact, elevate brands, and drive results.
CAITLIN Hoare: Wedding Industry Copywriter & Brand Messaging Specialist
I’m Jodie. An SEO-er turned self-employed wedding photographer. During my eight year SEO career, I've not only learned all about SEO itself, but also how to explain SEO in super simple terms that anyone can understand.
Now, as a self-employed business owner, having put all of my skills from my old life into action on my own website, I'm now also helping other business owners demystify the world of SEO and realise that it’s not as scary as it seems. I’m a firm believer that anyone can do SEO - because if I can, with no qualifications and a lack of understanding of anything technical, anybody can.
With a bit of time, effort and trial and error, you can get the same results for your business that I’ve been getting other businesses during my 8-year SEO career.
Hayley, is a seasoned luxury wedding marketer, with 10 years of industry experience. Graduating with a bachelor's in advertising and marketing from Bournemouth University in 2014, she swiftly established her career in London. With notable roles in large and small marketing agencies, including a six-year stint as a marketing manager, after which she launched her own business in 2020. Now, she helps wedding brands worldwide refine their identities, elevate their prices, and attract their dream couples.
Hayley Biggs, luxury wedding marketer
Faye is a Pinterest specialist dedicated to helping online business owners increase their traffic from Pinterest. Faye can help you maximise your visibility on Pinterest, attract more of your perfect people to your website and create evergreen pins that perform time and time again.
FAYE STRANGE, PINTEREST EXPERT
I have been photographing weddings, portraits and personal branding for over 15 years. Over the years I have had to adapt to many tricky lighting and back drop conditions. I’m looking forward to sharing all my tips and tricks with you to get those beautiful light and airy shots of your amazing cake creations.
CATHERINE PARSONS, PHOTOGRAPHER
✔️ You're skilled in cake design but currently lack the solid business strategies to fulfil your potential
✔️ You're willing to put the work in, you just need to know what to do - and accountability to stay on track
✔️ You're struggling with confidently pricing your cakes or communicating their value to potential clients
✔️ You find handling objections and turning scepticism into sales daunting
✔️You value personalised guidance and support in a small, friendly group setting - rather than the same information in memberships where you're lost in the crowd
THIS IS FOR YOU IF...
❌You're looking for quick fixes rather than being prepared to engage in a comprehensive, year-long journey of growth.
❌The idea of participating in a community of like-minded business owners for support and shared learning doesn't appeal to you.
❌You expect immediate results without the effort or application of new strategies and insights
❌You aren't open to exploring new ways of doing business
THIS IS NOT FOR YOU IF...
FREQUENTLY ASKED QUESTIONS
INVESTMENT: RISE FULL (INCLUDES 1:1)
Yes, I want full support – Join RISE (£247/MONTH)
Yes, I want full support – Join RISE (PAY IN FULL)
INVESTMENT: RISE LITE (NO 1:1 SUPPORT)
JOIN RISE LITE (£149/MONTH)
join rise lite
(pay in full)
"No matter how long you’ve had your business, If you need some help, some motivation to not only push you and your cake business forward and a cheerleader to help support you, then RISE will do all off these and it is definitely the course you should be investing in!"
- Alison - wedding cake business owner
what past students are saying...
UNSURE IF RISE IS RIGHT FOR YOU?
Book a free 20-minute call with me to see if it's the right fit!
BOOK YOUR FREE CALL