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What began as a simple hobby while juggling life at home with three young boys quickly snowballed into a thriving seven-day-a-week business for Melanie Robey of Dingley Lane CupCakery - complete with a cheeky delivery assistant and a loyal community of customers who keep coming back for more. Her story is equal parts heart, hustle, and humour.

1. Can you tell us about when you first realised you wanted to start your own sweet treat business?

It was about 10 years ago, after I finished a long career owning and operating my own travel agencies. I was at home with 3 little boys, and I needed a new hobby. The new hobby turned into a monster!  COVID forced me to reinvent my business as no one needed any cakes. I decided I would start cupcakes and call it “Knock & Run”. I had my son Sheldon, 10 years old at the time, knock and run, and he thought it was the best because he couldn’t get in strife for it. It has developed over the years and is now a 7-day business.

2. Starting and running a business can be a wild ride! What challenges have you faced while building your business, and how have you overcome them?

My major challenge is time, as I’m sure most bakers would attest. Trying to fit everything into the day and night and the wee hours of the morning is tough. I have outsourced some jobs to my parents & husband, who are paid in love and cupcakes. My 80-year-old dad does a lot of my deliveries, which keeps him out of trouble. My kids cost me a fortune to fold a few boxes, so I try to limit their employment opportunities.

3. What has starting and running your own business meant for you?

It has given me flexibility in my day, and I am still able to be involved with my family. It has given me the opportunity to meet so many fabulous people and have regular customers who have become a part of my world.

4. Can you explain the advantages of incorporating edible images into your sweet treats?

The advantage of incorporating edible images allows me to brand a business, adapt images to birthdays and special events. I love including edible images into my handmade lollipops. They work an absolute treat.

5. We're curious: what design/creation gets your creative juices flowing, and why is it your favourite to work on?

My favourite creations are my lollipops. You can be as creative as you feel, using all sorts of mediums.

6. Have you received any wild or wacky image requests that still make you smile? Do tell!

Nothing naughty enough to mention.

7. Can you share some of your tips for printing and applying edible images effectively?

I use the high print quality on coloured images, but if there is black involved, I print it on normal; otherwise, the black tends to leave marks everywhere.

I use a little bit of water on my fondant before applying the edible image. I also press paper towel on top of the images to make sure they are all stuck on so I don’t have the colours run.

8. Do you have a favourite cupcake/cookie flavour?

My favourite cupcake and cookie flavour is vanilla, and I don’t like eating sprinkles.

9. Self-care is crucial! How do you take care of yourself while running your business?

This is something I need to work on. I need some tips!

10. What business-related achievement are you most proud of, and why does it hold a special place in your heart?

My repeat customers are my greatest achievement. It truly warms my heart when my customers come back time and time again. I love being a part of their lives.

11. Are there any other EIS products that you love using in your work?

I absolutely love the A4 Thick Edible Paper. I find the thickness easy to work with. I love the fact that it peels off perfectly and easily. I also love the service and the prompt delivery, it’s awesome!