11 Questions with... Serena Chin of Cobi & Coco

Serena Chin is the creative mind behind Cobi & Coco, designing luxurious, unique wedding cakes decorated with the most exquisite sugar floristry. We asked her to share her career journey and inspiration, as well as some of her amazing designs.

How Did You Get Started in the Wedding Industry?

I used to work full time as a designer in the fashion and nursery industries, until motherhood prompted me to slow down and relocate from London to the Kent countryside. Having always worked in design since leaving Central St Martins College of Art & Design, I needed a new challenge that allowed me to work from home around looking after my young children who were one and four at the time.

I learnt how to make sugar flowers and I fell in love with the art - I wanted to explore where I could take my new skill. From there I set up Cobi & Coco. I wanted to focus on designing fashion-led contemporary cakes, and weddings allowed me to do this. After I delivered my first wedding cake, I was hooked on the satisfaction and joy I felt from contributing to a couple’s special day.

What Does Your Typical Working Day Involve?

I often start by checking my emails with a giant mug of coffee at hand. Then the day would consist of either baking or ganaching cakes, covering cakes or making sugar flowers. I also love spending time designing the cakes, drawing inspiration from the clients’ wedding story and sketching up designs digitally on the computer or by hand. I often create a selection of designs to offer to the client to choose from.

What Is It That You Love about Working in Weddings? 

I love working within the wedding industry, being part of a couple’s special day and to be able to play a role in making a couple’s dream wedding day come true. It’s rewarding and allows me to explore my creativity with every cake I design. I do not make the same cake twice as I believe every couple is unique and their wedding cake should reflect this. This motivates me to be artistically adventurous to try new designs and techniques.

I have met some wonderful friends within the wedding industry who I bounce off creatively. I get a lot of satisfaction when I deliver and set up a wedding cake, seeing my finished piece in pride of place at a couple’s venue. It’s also a fantastic opportunity to have a little catch up with fellow suppliers. I find the wedding industry extremely friendly which is another reason I love working in it.

What Do You Find Most Challenging in Your Work?

My time - balancing work and home life can be challenging. During the peak months, I am often working late into the night, 7 days a week. Cobi & Coco is run solely by myself, from communicating with clients, marketing, designing and baking to delivering the cake to the venue. I often find it challenging to switch off from work.

What Did the Coronavirus Pandemic Teach You about Your Business?

To build trust and a relationship with my clients, to be flexible and adaptable. With the majority of my couples having to rearrange their wedding date, sometimes two to four times, it was important that my couples trusted me, and wanted to continue working with me during this unsettling time.

During the lockdown period, it was not possible to provide face-to-face cake consultations. To enable my couples to still experience the excitement of planning their wedding despite being in the middle of a global pandemic, I sent out cake tasting boxes to couples that I was working with or couples that were interested in my work.

I asked couples to send me photos of their inspirations, to show aspects of their weddings like their flowers, colours and style. I would use the couple’s photos as initial inspiration to digitally design a selection of wedding cakes to provide a choice of designs for discussion. Consultations were held over Zoom. I would send couples the initial designs, we could talk through the ideas and I would make alterations and suggestions during the Zoom call. This has been a successful learning experience which I will continue with couples who live further afield and are unable to attend a face-to-face consultation.

What's Your Advice for Someone Who Wants to Work in Your Field in the Wedding Industry? 

The wedding industry is saturated with many talented suppliers. My advice would be to not be afraid to stand out from the crowd. Understand who your ideal clients are and be authentic to yourself as a designer. I have learnt that I cannot make every cake that I receive enquiries for, so I have learnt to distinguish who my ideal clients are, where I can best show my style and creativity.  

Which Wedding Professionals Inspire You?

I am inspired by so many talented creative professionals within the wedding industry. I love looking at bridal designers such as Claire Pettibone, Hermione de Paula and Temperley London, who frequently uses floral embroidery and lace in a modern yet feminine way. I often draw inspiration from fashion and interiors when designing my wedding cakes.  

Recently and closer to home, I have had the real pleasure of working with four incredible professionals; together we have formed Elope. At a time when so many couples have had to postpone their weddings due to the pandemic, we have created a platform for couples who still wanted to say “I do” to be able to have an intimate yet incredibly stylish elopement wedding at Westenhanger Castle in Kent.

It’s amazing to be surrounded and inspired by such talented creatives. It drives me to learn, be challenged and do better.

Which Current Wedding Trend Do You Want to See More of?

Micro and bold. While couples were initially forced into micro weddings at the start of the pandemic, we’re now seeing more couples opting to have a micro wedding. Couples are throwing away the rulebook, celebrating in a personal and perfect way with a joyous explosion of individualism.

Couples are being more daring and bolder, not feeling the need to follow tradition. After a year of postponements and disappointments, couples want to express themselves with every detail of their wedding. I love seeing couples not being afraid to be adventurous with their wedding cake designs, allowing their personalities to be expressed through this art piece displayed in the centre of your wedding venue.

What’s Your Favourite Wedding from a Film or TV Programme?

It’s difficult to pick one from all the beautiful weddings we have seen on our screens, but the wedding scene in Crazy Rich Asians was breathtaking. The scene was so colourful and creative, a botanical garden within the arches of an ancient chapel, a couple’s romantic fantasy. We can all dream, even if we are not crazy or rich.

What’s the One Wedding Tradition You Would Ditch and Why?

The need to include people out of a sense of obligation. After the tumultuous year we have had, couples can choose to celebrate their biggest day with their closest friends and family. With fewer numbers, couples can splash out and spoil their guests with special personalised touches, making everyone feel warmly welcomed.   

What’s Your Next Ambition for Your Business?

I have had the pleasure of delivering my cakes to some stunning venues including Grosvenor House and Hedsor House. But there are so many stunning venues I would love the opportunity to work with, including The Natural History Museum, The Ned, The Langham and The Conservatory in the Barbican Centre with all the luscious greenery, to name a few.  

Learn more about Serena's work and check out her amazing designs on Instagram @Cobi_and_Coco_Cakes.

For even more cake inspiration, check out our directory of wedding cake suppliers.