Sally Davis

Sally's Profile

Job title


Academic qualifications

City and Guilds Qualifications in Bakery, Confectionary, Quality Control, Adult Education and Sugar craft

Job Role & Responsibilities

Lecturer in Cake Decoration and Sugar craft for level 2 and 3.


0121 604 1000


How I got here... For as long as I can remember I have loved to bake and decorate cakes so when I left school, I decided to study patisserie and cake decorating at Cheltenham College for three years.

After finishing college, I set up and ran a successful bakery and tea rooms with my family in Woodstock. After a few years in Woodstock, I decided to branch out and set up The Cake Shop in the Covered Market Oxford with a view to concentrating on cake decorating. The business went from strength to strength and soon I opened a second branch in Banbury, and moved to larger premises in Oxford. I am proud of my achievements at The Cake Shop and over the years made cakes for thousands of people many of them coming back year after year. We featured regularly on television and in the national press. We even had a visit from King Charles III.

I am an accomplished baker and love to pass on my knowledge to students of all ages and abilities. Many of the staff that I employed and trained during the 30 years trading have gone on to run their own cake successful cake decorating businesses. I have held cake decorating workshops and evening classes over the years teaching both sugar craft skills and baking. In 2020 I sold The Cake Shop with the aim to concentrate on passing my skills and knowledge to anyone who loves to bake and create sugar works of art.

In September 2023 I was appointed as the lecturer in Cake Decoration and Sugar craft here at the University College Birmingham.


  • Level 2 Sugar craft
  • Level 2 Cake decoration
  • Level 3 Cake decoration and design

Research interests and scholarly activity

  • Supporting students in competition work.
  • Keeping updated with current industry trends within Cake Decoration and Sugar craft.
  • Currently studying for TAQA (Training, Assessing and Quality Assurance) City and guilds certificate.
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