A touch of vintage flair and a lot of hard work have come together in Armidale with the arrival of New England Cake Co, a creative cake business owned and operated by Kattie Hanks.
Originally started in Tamworth under the name Kate’s Cakes, Kattie’s business began as a fun side project while raising her son. “It was just a creative outlet,” she said. “I was still working full time, and making cakes at home on the side.”
“Then we sold our house, moved to Armidale, and I went back to social work, but I didn’t love it. My husband said, ‘You should just go for it,’ so I did.”
After six months of careful planning and a 122-page multi-tab business plan, the business reimagined as New England Cake Co officially opened in September.
“I made good cakes before, but everything else I was doing was a bit flaky,” Kattie said. “This time, I wanted to do it properly.”
That planning is already paying off. What began in a shared kitchen has quickly outgrown its first space, with Kattie recently signing a lease on her own commercial kitchen in Armidale.
“It won’t be a storefront, but I’ll finally have access all the time,” she said. “It means I can take on more orders and start hiring more people.”
New England Cake Co offers custom cakes, cupcakes, brownies, and sugar cookies, all made from scratch. Kattie also has a signature range available to order through her website and regularly attends local markets in Armidale, Uralla, and Tamworth.
“I love doing the markets and meeting everyone,” she said. “So many people come up and say, ‘You made my baby shower cake two years ago, and here’s my little one now.’ That’s what I love about it—being part of people’s special moments.”
Kattie’s signature look is vintage-inspired, with buttercream piping, shells, ruffles, and drop lines. “They’re really nostalgic,” she said. “I love those styles, even though they’re phasing out a bit.”
She’s also known for her humour and personality online. “I put a lot of myself into my social media,” she said. “People recognise me on the street. It’s more personal when I’m making someone’s wedding cake.”
A big point of difference is New England Cake Co’s dedication to catering for people with dietary restrictions (which really excited the many dietary challenged members of the New England Times team).
“In my current setup, I dedicate a whole day to gluten-free and dairy-free cakes so that people with coeliac disease can safely have them,” she said.
“In the new kitchen, I’ll have a completely separate area for it. I don’t think there are many people around here doing that.”
While the business is growing fast, Kattie’s planning is ready for what comes next, with a long-term goal to share her passion with others.
“I want to run cake and sip workshops or kids’ baking classes,” she said. “I did school holiday programs with the PCYC, and I’d love to do more of that, just get kids in and let them make something awesome.”
Looking back, she admits it’s been a big leap of faith. “I didn’t expect to be this busy,” she said.
“The week before I reopened, I was updating my résumé, just in case! But it’s worked out better than I could have hoped.”
For anyone thinking of starting their own business, Kattie’s advice is simple.
“It’s scary, and you’ll probably cry a lot! But it’s okay if it’s slow at the start.”
“It took me two and a half years to get here. Plan well, take your time, and don’t give up.”
In this series New England Times Investigates is unpacking some of the dynamics and forces driving our new business boom, and meeting some of the new business owners having a go. Read all the stories in this series here.
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