Serena has a passion for quality ingredients and flavour and both of these things are prioritised above all else. Pearl & Groove might be entirely gluten free, but this is simply an added bonus. This applies to all the dairy and refined sugar free options too. Delicious first; ‘free-from’ a happy coincidence.
In 2013, Serena started developing recipes in her West London flat. She would do tastings with friends and family and deliver cakes to cafes all over the city. Word started to spread and the provision of wedding cakes, birthday cakes and pudding bars quickly became a full time job. In 2014, Pearl & Groove went on the road, doing festivals such as Wilderness and Secret Garden Party, now operating from a commercial kitchen in Battersea. In 2016, with the arrival of a business partner in the form of her great friend Flo, Serena’s shop dreams finally came true. Flo is now a key part of Pearl & Groove and the brand wouldn’t be the same without her. Together with a growing team of loyal bakery babes, Pearl & Groove are spreading the love, the cake and the ‘say yes when you want to’ attitude. Have a f**king cake!