American-inspired bakery Elizabeth D Bakes is among six new stalls to join the newly refurbished Berwick Street Market in Soho, London.
Elizabeth D Bakes has a particular focus on free-from products, with owner Elizabeth Draper estimating about 75% of her products are vegan, gluten-, dairy- or sugar-free.
The stall marks a return to retail for Draper, who recently sold her wholesale company to Lola’s Cupcakes, which now runs the brand as Lizzie D’s American Bakery.
Draper said: “It’s lovely for me having been in wholesale for a while now being out storefront.”
She added that getting a spot at the 200-year-old market, which has been refurbished over the past six months, was hard. “There are so many bakeries out there that getting into a market is competitive.”
Draper’s products are twists on American classics, such as cookies and deep-dish pie.
The bakery trades at the market from Wednesday to Saturday. Draper also takes commissions for celebration cakes in the Soho area.