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Explaining his concept, he said
The idea for cake-themed shoes came from my love for cake and the creativity, and thought that is put into women's shoes.One day I thought why not combine those loves together and bring something new into women's fashion and that's how the Shoe Bakery was born.'People think they are edible all the time. When we first came out with our shoes, most of our time was spent explaining to people that they are not edible.'
A pair of shoes costs between £60 and £200 pounds with custom orders starting from £30.