Meet the Designers – Genevieve Finley

At For the Love of Cake, we’re not just bakers, we’re also designers. We pride ourselves on taking special care and attention to detail with all of our cakes and custom designs, but often our customers don’t get to meet the designers behind their cakes. So who are these crafty confection creators of ours?

To get to know our in-house artists, we start with co-founder Genevieve Finley and asked her a few questions about running a bakery.

How did For the Love of Cake come to be?

Genevieve Finley: I started in a loft workspace in June 2009 with a really simple website and I was making cakes by myself. In October, I signed the lease for our spot in Liberty Village, and by January 2010 we had opened our doors! It was really such a quick turnaround; a bit of a whirlwind, that first year.

The Shop (sml)

What were you doing before the bakery?

GF: I worked at a bridal boutique, even doing some modelling here and there. Then, after Hurricane Katrina, I ran a non-profit for about two years. Coming back to Toronto, I was searching for my next career when I found a cake design class. I really had no intention of making it into a career, I just thought “Hey, that could be an interesting hobby, who knows?”, and look where we are today.

What is your design background?

GF: I have no formal design training, aside from the couple of cake design classes. I was thrown into design while at the bridal boutique and always had a creative side, so cake designing came to me pretty naturally.

Screen Shot 2015-06-29 at 12.55.41 PM

What do you love creating most?

GF: I most love working on custom cakes with ideas that are completely from scratch, without a base photo or anything. I really enjoy taking a vision and making it a reality.

What is your favourite cake flavour?

GF: Coconut. No question.

What is the most common cake or theme people request from you?

GF: Tiffany Box cakes, everybody asks for those.

Tiffany Box (3)

Which is your favourite cake that you’ve created?

GF: On my own in that first year, I created a cake for Dina Pugliese of Breakfast Television. It had a purse, a magazine, makeup… I was really happy with the way that one turned out. The Rogers Center cake was my favourite as far as collaborative efforts go. We pulled some late nights, but it was such a big accomplishment. I mean, we made a seven foot CN Tower!

 Vogue Mag   Skydome 25th

What’s an interesting fact most people wouldn’t know about cake building?

GF: Something interesting to me is that when you cover a cake with buttercream and fondant it actually acts as a sealant, and keeps the cake fresher for much longer.

What is the weirdest request you’ve had to build?

GF: Once, I was asked to make a cake which resembled a bed with a woman sleeping in it, then a naked man posed on top of her in a Captain Morgan stance, with his foot on her head. It was an unusual request.

weird cake

Other than cake, what is one of your favourite foods?

GF: Seafood!

What else do you love to do (aside from making cakes of course)?

GF: I like spending time with my daughter. She’s two. I don’t have a lot of time for anything else really!

What do you find to be the hardest aspect or technique when it comes to cake design?

GF: To me, it’s replicating specific characters. When they’re really well-known, it’s so easy for someone else to spot mistakes.


Got a special occasion that needs a special touch? Contact us for your wonderful, wild or weird requests.

How to choose a wedding cake design

Some brides look through wedding magazines or search online and find cakes they like which they want to duplicate for their own wedding or change up slightly to suit their needs. Other brides want a completely custom cake to reflect elements from their dress, flowers, venue or decor.

Some things to look at in coming up with a design are your invitation, wedding dress, venue decor or your flowers. Is there a pattern from your invitations that could work as a trim or full print on a cake?  Does your wedding dress have lace or beading or even some pleating which could work into the cake design? What flowers are you using in your bouquet and centre pieces? Would those look nice as a bouquet on top of the cake or scattered between the tiers? Do you have a monogram that you are using that could work on the front of your cake or as a cake topper?

Are you using a theme throughout your wedding? Some couples go for Art Deco, Nautical, Las Vegas or shabby chic/country.

Some couples even like to incorporate where they got engaged into their cakes.

Here are some photos of custom wedding cakes we’ve done, some having the inspiration photographed with the cake.

ivory-silver-winter-wedding-cake W9140-las-vegas-theme-wedding-cake-toronto W9193-birch-bark-wedding-cake-toronto W9195-large-jewelry-wedding-cake-toronto


Cupcake towers for weddings

It seems that in the past few years many couples are opting to do cupcake towers for their weddings instead of the traditional tiered cake. There are a number or reasons behind this. Yes, it is a trendy thing to do but other reasons for this are to avoid the sometimes pricey cake cutting fee your venue or caterer may charge or to give your guests more flavour options. Also, depending on your event, sometimes with having a buffet, having a cupcake/self serve dessert works instead of having to cut and plate each piece of cake.

You can also have a small cake on top of the cupcake tower that will allow you to have something to cut into for your photos. These little cakes can be designed to fit into the decor and style of your event. You can choose to have the cupcakes all coordinated but in our experience, having really tasty looking cupcakes (like we display them in our store) is far preferred over colour matching, pretty ones. Some couples also choose to do a combination of junior and regular sized cupcakes and even mix in cake balls and cake pops.

We offer towers to hold anywhere from 24 – 300 cupcakes to cater to all party sizes.

W9144-safari-elephant-wedding-cupcake-tower-toronto-oakville W9153-tropical-seahorse-wedding-cupcake-tower-toronto-oakville W9177-black-fuschia-wedding-cupcake-tower-toronto W9178-red-plaid-wedding-cupcake-tower-toronto W9199-square-double-happiness-chinese-wedding-cupcake-tower-toronto W9200-indian-wedding-cupcake-tower-toronto white-gold-cupcake-tower