341 Portobello Road, W10 5SA
0203 6013 316
Gluten free, flourless bakery.
We deliver in London.

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Everything is gluten free! We have refined sugar, dairy & gluten free options too.

The bakery babes are always getting creative in the kitchen and those sweet smells from the oven will hit you as you come into the shop.  All of this heaven also has a healthy burst, so please do come and pick up a cake or order something to be delivered to your door.

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We like to say we're a super healthy, gluten free bakery with just enough naughtiness to keep you smiling. 

We try not to use the word cupcake too often as we have our very own version; a little rectangle instead. We don't allow any gluten in our shop so you can be sure that the glutinous devil won't get you. We do, however, use nuts in absolutely everything, so please, please let us know before you order because it's something we really can't avoid.  

We are constantly dreaming up new flavours but we make sure we've always got our top rollers out for you - salted caramel (of course), pistachio and vanilla bean, raspberry and white chocolate and banoffee pie (to name a few).

We bake everything in house (in small batches to make sure that the cakes are light as a feather and that we don't waste a drop). Come and have a sniff - and you can watch us in action too!






Serena (Founder)

Lover of cake & playing shop so come and say hi. 

With a background in fine art and 7 years experience as a private chef, P&G was the obvious move - playful, fun, creative and delicious. 

If you're interested in becoming a part of the P&G team please send Serena your CV along with a covering letter. 



Flo (Director) 

Flo joined in 2015 - designer-come-baker with a gorgeous sense of style. She too is part of the bakery babe team. She's great!

Flo is the girl to talk to if you want to talk wholesale, big events, weddings, press packs, parties and goodie bags, she'll set you up real nice.

If you've got anything pretty or beautiful, cool or funky that you think could work well for re-sale, then send Flo an email with more information. 



Meg (Chief bakery babe)

Meg started with P&G in 2014, helping at festivals, events, & markets, now she is back full time! With a masters in marketing & design she's our girl. We heart Meg! 

Get in touch with Meg regarding any press enquiries, birthday cakes, evening classes or renting the space for private events. 

If you're an artist looking to exhibit in the P&G shop, Meg is also the girl to talk to! 




Pearl & Groove are actually the nick names of founder Serena’s parents (very cute, right?) 

They are two people who care about health and well being and this has clearly carried through as a passion for Serena.



Mum (aka Pearlie) swears by her refined sugar, dairy and gluten free lifestyle, she’s the gem of the family with a heart of gold, she’s incredible active and full of beans. To live like a Pearl try these cakes (link to flavours)


Dad (aka Groover) has made his living by eating chocolate. The smooth mover, all round chiller, is an expert chocolate consultant, the Willy Wonka in the family likes to indulge from time to time (very wise man). He has a vast knowledge of flavours and knows where to find the best ingredients - to eat like a Groover click here. 



Serena started Pearl & Groove from her London flat in 2013. With a background in private cooking and a degree in fine art, she felt that the time had come to get creative in the kitchen. Over the years Serena has taken Pearl & Groove to festivals all over the UK, created wedding cakes and caked for lots of events, markets, wholesale and more. 

When finally the dream to open up her own shop came true, she asked her great friend Flo if she’d be keen to get involved and become a partner. Flo jumped at the idea - a perfect match for Serena with her background in interior styling and private catering. 

Along with star baker and marketing guru Meg, the three bakery babes are making cakes and dreams come true. 

The story of P&G has only just begun...