Hi, I'm Sally!

I've been baking professionally for over 12 years at Crumbs & Doilies and have been lucky enough to work with the company on many exciting projects such as the opening of the Crumbs & Doilies shop in Soho and the brand new Crumbs & Doilies recipe book. I have been responsible for staff training at all levels, as well as recipe and product development, and have been a fixture of the Cupcake Jemma channel for several years.

In 2020 I began presenting baking tutorials on the Cupcake Jemma YouTube channel and instantly fell in love with it.

It's been a thrill to share so many recipes, tips, tricks and techniques with so many people via the channel and I'm super excited to be able to pass on even more skills in person through my Cake Classes. If you want to take your baking to the next level, become the next star baker, or just give baking a go for the first time then I am here for you!

I love nothing more than bringing people together in a safe and inclusive environment to share my experience and help you to learn new skills.

Bake Off:The Professionals 2025

In 2025 I was lucky enough to take part in series 10 of Bake Off: The Professionals with my long-term baking partner Dane. It was an incredible experience that challenged us both creatively and technically, pushing us to work under pressure and produce our best work in a very short space of time. It was a real privilege to work alongside some incredibly talented chefs and to learn so much throughout the competition. Most importantly, it was an experience I’ll never forget and one that has given me even more confidence and inspiration in my baking journey.

Check out the Cupcake Jemma channel

  • "Sally is a lovely vibrant presenter and a pleasure to learn from."

    Rajeeve - YouTube

  • "Sally is such a charismatic teacher."

    Sean B - YouTube

  • "Sally's enthusiasm for baking is such a great example."

    Janey - YouTube