Serena Whitfield is the creator behind the delicious cake company, Pearl and Groove. The company embodies good health, while embracing sumptuous flavours, combinations and textures. With a fascinating back-story, inspirational parents and a desire to create the most delicious cakes on the market, Serena’s brand is this week’s ‘Chic of the Week’!


What do you do? 

Make flour-less cakes, using seasonal produce and ground almonds, making the flavour combinations really exciting and different. As well as being a lot healthier than your regular cake, the cakes contain very few ingredients so there are no nasties. They are gluten free but they don’t have that tasteless, dry gluten-free rep that puts so many people off. Flavours include, coconut, rum and lime, apple, cinnamon and ginger, white chocolate and black pepper, poached pear and amaretto…..and the list goes on.

What are you most proud of?

My life so far – everything I have done has been an adventure and I have already got a 1001 stories to tell, it’s nice to know I made that happen – even if some of the stories are total disasters.

What can’t you live without?

Having a silly time

What is your most memorable fashion purchase?

I think a leopard print dress from whistles – I love the dress but it also has lots of great memories and stories behind it so whenever I wear it, I think of them. Oh and also a big box of amazing scrunchies from Hong Kong – I LOVE scrunchies.

What is your favourite shop of all time?

I would have to say Anthropologie, it makes me want to buy everything. I have been known to buy crazy amounts of door knobs!

What is your biggest fashion mistake?!

Hair mascarra and shag bands?! So dodgy

Who would play you in the film of your life?

Probably Zooey Deschanel – I like that she is just a little bit different

For more information on Serena, visit her website, and to sample her cakes, head to our Coffee Morning on Wednesday 16th October at 95 Westbourne Park Villas, W2, all in aid of Breast Cancer Care for Breast Cancer Awareness Month! See more information on our events page.



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