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Telephone: 0203 601 3316

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


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OMG! Everything is gluten free. We have refined sugar and dairy free options too.

The P&G ethos, love cake, love life, keep active, keep healthy and be happy. Say yes to whatever you want whenever you want. Trust yourself. Relax, no need to obsess.

Just have a f**king cake. 

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Pearl & Groove have a changing brunch menu boasting true health and true happiness. Everything is made in house, except for our gluten-free bread. The bread is made by the amazing Rana’s bakery. Her chewy, crunchy sourdough has a flavour like no other and we couldn’t resist sharing it with you. Think gooey toasted sandwiches, wild mushrooms on toast, chilli avocado with lime and big juicy sourdough bagels. Check out our brunch menu here. 


Always vegan and made using seasonal vegetables from New Covent Garden Market, we like to source as locally as possible. Forever changing, with crunchy roasted vegetables, toasted seeds, homemade pestos, pulses, hummus, dressings and more, our salads are certain to fill and to satisfy. Definitely worth a lunch stop! 


Always vegan. Beautifully warming, colourful and clean. 


We use Zig Zag Tea. Clever Lucy has sourced and created delicate flavours that happen to work perfectly with a proper bit of cake. We also use her matcha which makes for a smooth and creamy matcha latte. The perfect alternative pick me up! 


We love NUDE COFFEE. It’s proper coffee for proper coffee drinkers. NUDE beans are full of flavour and have a totally unique taste, roasted in East London delivered freshly ground. We are very proud to work with NUDE, you can also buy filtered coffee by the bag to have at home. 


Activated charcoal, Wunder Workshop’s turmeric blends, pink velvet beetroot lattes and raw cacao hot chocolate - we’ve got your non-coffee-caffeine-free options covered. Whether you know what these are, or just like the colours, we can assure you that they are both delicious and incredibly good for you. 






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 Serena’s shop dreams finally came true, with a loyal growing team of bakery babes Pearl & Groove are spreading the love, the cake and the ‘say yes when you want to’ attitude. Go on….Have a f**king cake! 



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...