Case Study: Wildflower kitchen

Eco-friendly caf using ethically sourced produce launches in Cardiff, creating 7 new jobs.

With over 18 years experience in the hospitality industry, CelynBaker decided to dive into self-employment and set up her own business serving fresh, homemade bakes and snacks. Having received support from the Welsh Governments Business Wales service with her first coffee shop venture, she turned to her adviser for further advice on launching a brand-new caf in Cardiff.

support with first coffee shop business

start-up advice on second venture, which started trading in October 2019

secured a 10,000 loan from the Development Bank of Wales

created 7 part-time and full-time jobs

Introduction to business

Set up by Celyn Baker in Roath, Cardiff, Wildflower Kitchen is a new sustainable and eco-friendly coffee shop, serving a variety of fresh meals, homemade bakes and drinks, using ethically sourced ingredients.

Wildflower Kitchen novel recipes with emphasis on the quality of the produce, providing a cosy environment where visitors can enjoy art displays, purchase plants and hire space for private events and functions.

Why did you decide to start your own business?

I spent the majority of my 20s living in North Cornwall as I was lured in by the easy-going lifestyle, the breath-taking Cornish coastline, evenings round campfires and small village country living. Ive always worked in the Catering and Hospitality industry and the standard of the cafs and restaurants in this part of the country is truly amazing: the homemade ethos isnt forced, they genuinely support the local community and farmers. Organic isnt a brand, its the norm.

The love/hate relationship I had with Cornwall forced me to move back to South Wales in 2014, after another winter of low income due to the seasonal decrease in employment. As much as I absolutely loved my previous winters in Polzeath, I was nearing the end of my 20s and was fed up of living each winter on the breadline. I moved back to South Wales with the intention of saving for a business of my own.

I continued to work within the hospitality industry and was surprised that there are so many cafs that buy in factory-made cakes. Whilst working full time, I set up a small baking business and delivered real, homemade cakes to a few cafs around the Vale of Glamorgan. After 18 months of being back in Wales, I heard about a proposed caf for Insole Court. I knew this would be a fantastic opportunity to put all my experience in Catering to action, and after several interviews, I won the 3-year tenancy.

Business Wales were an amazing help in this first venture. I received a 20,000 loan to accompany my own savings, which enabled me to fully go for it with the Potting Shed Caf where we had an amazingly successful 3 years. At the end of my tenancy, Insole Court decided to run the caf in house, giving me another great opportunity to go bigger and better with my next premises.

I opened the Wildflower Kitchen on 28 October 2019. I love being self-employed, I love the creativity it gives. I have been inspired by working in some of the nicest places in Cornwall and didnt feel that the overall standard in South Wales was that great (dont get me wrong, there are lots of amazing cafs but not quite enough in my opinion!). I really struggled to find somewhere I wanted to work, so decided if I couldnt find it, I would create it!

What challenges did you face?

The main challenges Ive faced, as all new businesses do, have been finance and budgeting. Money is a real issue as income and outgoings are always on a knife edge. I have an Excel spreadsheet and keep everything up to date this is something Ive learnt over time and wish Id done it right from the beginning. Having total control of the finances is worth its weight in gold for stress levels even if the finances are low!

Working alongside a board of trustees at Insole Court came with its own challenges, especially as there were so many viewpoints and opinions to consider whilst trying to run a profitable business. It again comes back to finances and one of the most valuable things Ive learnt is to budget everything! Know to the penny how much you need to make a job profitable! If its not, it shouldnt happen, even though it may seem to the untrained eye that its worth it.

Business Wales support

Having already benefitted from support with her first coffee shop, Celyn turned to Business Wales when problems with the lease of its premises made her look for a new venture. Having identified premises at the heart of a bustling Cardiff area, she received advice from Relationship Manager Jayesh Parmar on the lease terms, sourcing finance, recruitment, marketing and the future growth strategy for the business.

Wildflower Kitchen were also able to secure a 10,000 loan from the Development Bank of Wales, thanks to the advice provided by Jayesh and the Banks Investment Executive Jessica White.

Outcomes

support with first coffee shop business

start-up advice on second venture, which started trading in October 2019

secured a 10,000 loan from the Development Bank of Wales

created 7 part-time and full-time jobs

Jayesh has been the most amazing support; his consistent good advice and constructive criticism has really helped me gain confidence and see my own potential. He genuinely believes in my ethos and that is so reassuring. Its been amazing having the support from Business Wales. Jay has shared the journey with me and having his help has really benefited the business.

Future plans and ambitions

My ambition for the business is to grow its reputation to become a destination on Whitchurch Road. I want my caf to be known for its good food, great cakes and lovely atmosphere. We have a dedicated room which can be hired for meetings, small groups and clubs, all of which can be accompanied with catering and refreshments.

Over the winter we will work on our garden space, making it safe, secure and pretty. I also intend to have a premises licence and in spring 2020 will be opening in the evenings from Thursday to Saturday, hosting different events each week, including open mic, acoustic nights, storytelling, art performance, cocktails, etc.

At the moment we are closed every Sunday, but I intend to have regular bookings for large parties who wish to hire the whole venue, possibly baby showers, Christenings and various other functions. Theres a lot of potential for this type of business, different avenues to try and expand.

From their website:

Wildflower Kitchen

Have a peek at our Online Shop, delicious home-made treat boxes for next week collection!

Celebration Cakes available by request.

About Us

Nestled at the South end of Whitchurch Road, We serve takeaway lunch, brunch and delicious cakes, all home-made, using ethical produce with as many local suppliers as we can, keeping down food miles. We use compostable and natural packaging. We make everything on site, many of our jams, chutneys, sauces, dressings are made here at Wildflower too. We use local meats and real free-range eggs from up the road. Our veggie peelings go to our cousin's small holding to feed her goats. We care a lot about our footprint and try to do the small things that make a big difference.

We love all things natural, no nasty chemicals and fresh ingredients. Delicious.

History

The Wildflower Kitchen seedlings took root in our first business The Potting Shed Cafe, located within the beautiful grounds of historic Cardiff mansion, Insole Court. We had a 3 year tenancy from August 2016 and our little business blossomed! In October 2019 we spread our roots and went from Potting Shed to Wildflower!

Nestled at the south end of Whitchurch Road, we continue to celebrate the good things in life, comfortable and beautiful decor, up-cycled furniture, great coffee and most importantly honest food full of delicious flavour.

Newspaper article

Independent caf, Wildflower Kitchen, has opened its doors in Cardiff after securing a five-figure funding package from NatWest.

Entrepreneur Celyn Baker obtained 50,000 in finance from NatWest to help acquire the 250 sq m premises on WhitchurchRoad and transform the former Greek restaurant into a 80-cover caf.

Offering all-day brunch, a range of homemade cakes and lunch, the menu has been developed to change with the seasons including hot pots in winter and a daily-changing salad bar. The caf sources all its ingredients from local suppliers and makes its own produce including jams and chutneys.

Wildflower Kitchen has retail space for local artists to sell their work and features a dedicated co-working zone with charging points and high stools. A separate room is also available for private functions, including meetings and clubs, accommodating groups of up to 18 with catering included.

Celyn has been baking for 10 years and for the last three years, ran a caf in the grounds of Insole Court Manor House, building a reputation with the local community for her high-quality food. She will run the caf alongside a team of four staff, with ambitions to expand as the business grows.

In October, Celyn joined the Cardiff NatWest Accelerator Hub, a program designed to support entrepreneurs with business advice, mentoring, bespoke coaching, and access to the banks networks and supply chains.

Celyn said: The funding and support from NatWest has enabled me to open a great space that perfectly accommodates private parties as well as our regular customers. We have a great independent scene in Cardiff and we are so excited to be in the heart of the city bringing local ingredients and a quality menu to our customers seven days a week.

Andrew Tummon, relationship manager at NatWest, said: Celyn is a great example of a young female entrepreneur and we are proud to support Wildflower Kitchen as it officially opens its doors. Celyn is an experienced baker who is passionate about food and we look forward to supporting the business at it grows over the coming months.

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