THE VELVET CAKE CO. JANDRI VAN ZYL
STARTUP COSTS: ‘I borrowed R20k from my dad to kit out my first kitchen.’ TURNOVER: The company started in 2012 as a small business in the Northern Suburbs, Cape Town. ‘Today, we have four branches around Cape Town and employ about 50 people.’
For her 10th birthday, Jandri begged her mom, Helena, for a recipe book; she wanted to bake vanilla cupcakes. Over the years, that particular page grew more sticky and well worn – so much so that Helena was convinced Jandri would eventually bake for a living.
But Jandri wasn’t convinced. ‘My mom is a chef and my gran was a great baker, though I didn’t want anything to do with the restaurant or food industry,’ she says. ‘I knew it wasn’t glamorous. But it was always in me, and the cake baking thing just stuck.’
In 2010, after completing a pastry chef’s course at Capsicum Culinary Studio, Jandri opened a café and patisserie in a fabric store in the Northern Suburbs. ‘My famous fourlayer red velvet cake with cream cheese frosting put me on the map; it was covered in toasted marshmallow Swiss meringue and topped with a red rose.’ This is the cake that ultimately gave her business its name.
‘The cake slices were popular, then customers started asking for entire cakes for functions. By 2012, our coffee shop kitchen was way too small for all the orders, so I rented the space across the road from the fabric store.’ And so The Velvet Cake Co. was born.
Jandri’s passion for photography and design helped give her business a distinct brand identity. This attention
to detail extends to the design of her stores: she wants to make you feel like you’re walking into Willy Wonka’s chocolate factory.
Despite the temptation to follow fads, Jandri’s secret is to keep things simple. ‘After 10 years’ experience, one thing is important: stick to one thing and do it very well. Perfect your craft and passion and you will always have customers,’ she says.
For Jandri, cake is about celebration and happiness.
‘It’s part of a bigger picture: from your kitchen tea and your wedding to your baby shower, then your child’s first birthday… I feel honoured that The Velvet Cake Co. can be part of our customers’ special occasions.’
The day-to-day running of the business takes up most of Jandri’s time. ‘I would love to bake every day, but running the business keeps me too busy,’ she says. You can buy cakes, cupcakes, cakes-in-acup and slices from the online shop or the stores in Cape Town, in Loop Street in the CBD, Bellville, Canal Walk mall and Tyger Valley mall.
Jandri’s advice to those starting out is to let go of the things you know aren’t your strengths. ‘And always hire people smarter than you!’ she says. ‘I make cakes for myself. When you’re your own toughest critic, you’re bound to hone your craft quickly.’