Given Jen and I are both longtime fans of the fabulous gift and party emporium Lark, our interest was piqued recently when we found out its founder, Allison Jones, had opened a new store, Melt Bake & Party.
“I created Lark ten years ago when I was living in the UK as a new mum and although I loved the store, after all this time I was ready for a change. As a creative person, I really enjoy the start-up phase of a business, developing and nurturing a new brand,” says Allison who sold Lark to a large Melbourne-based company last year, freeing her up to take on a new project.
It’s a one-stop shop for modern party goods and cake decorating supplies and, just like Lark, it’s all wrapped up in one visually inspiring package. “Melt is the first store to bring together modern baking supplies and boutique party goods in a carefully curated space. Customers can shop by colour, to find everything they need from party plates to edible glitter in their perfect shade, they can create on-trend cakes and cookies at home with our help and they can style fun, colourful events in a single shop,” says Allison.
“I’m an online shopping addict and I wanted to make shopping for cakes and parties into a more fun, sensory experience so the website has gorgeous imagery, lots of DIY and inspiration, and we use beautiful bakery-style packaging to ship our online orders,” says Allison.
While Allison has always been a keen baker, it was the decorating that often left her feeling a little defeated, until she noticed a shift to simpler trends. “I love baking but my attempts at cake decoration have always ended in tears until I caught on to the recent cake trends which are so simple that even I can manage them. Anyone can make a fabulous drip cake, ombre cake, freak shake or luxe fairy bread, you no longer need to take classes or have advanced skills,” says Allison.
And Allison believes Australia is leading the way internationally in dessert trends, which is why she wanted to jump on the bandwagon. “I knew it was time to launch a store that would make it easy to shop for the supplies needed to create at home those fabulous cakes that we all swoon over on Pinterest,” says Allison.
“Melt is a fashion-led store and it appeals to trend-savvy shoppers who love to style all aspects of their life from their homes and their wardrobes through to their celebrations. We are offering something that is quite unique, and yet affordable for everyone. I hope that the store will inspire people to try to create their own amazing cakes at home,” says Allison.
As for what is currently trending on the site, it’s a mixed bag of fun. “The Sweetapolita range of fancy sprinkle blends is incredible, and it has been a huge hit with Melt’s customers. Edible paints and textas – who knew? And for the party shop I would highlight the stunning paper fan sets from My Mind’s Eye. These look amazing as an event backdrop and when the party’s over they can be used to decorate your home, looking particularly good in a home office or child’s room,” says Allison.
As for the latest dessert trends, Allison says there are new ones to be found on a weekly basis. “At the moment, I am crushing on the brushstroke cakes created by @kalabasa and I am also dying to make a geode cake. I think the underlying trend that will continue is for cake decorating to become ever more popular and accessible. Who doesn’t love cakes and parties?” says Allison.