Our Story
Discover the journey behind Nelly's Cakes, from a humble kitchen in a refugee camp in the Netherlands to a celebrated, internationally recognised luxury cake studio crafting bespoke creations for discerning clients across the globe.
The Heart of Nelly’s Cakes: A Journey of Resilience and Artistry
The story of Nelly’s Cakes is a profound testament to the power of resilience, the strength of family, and an unwavering pursuit of perfection that began more than 20 years ago when Nelly first moved to the Netherlands. What has now become a global name in luxury confectionery, redefining the very concept of edible art, began with a single spark of passion in the most humble and unlikely of settings. The foundation of this legacy was laid within a refugee camp in the small Dutch village of Markelo, where Nelly sought to transform her heritage into hope. Even in these challenging surroundings, her talent and the traditional skills she learned at home from her mother, friends, and family could not be contained.
The Fateful Wedding in Refugee camp Markelo
While living in the refugee camp, Nelly continued to bake, driven by a love for creating something special out of simple ingredients and the joy of sharing those creations with others. Her breakthrough came unexpectedly when she was asked to bake a wedding cake for a ceremony held at a venue located near the camp. The owner of the venue was so profoundly impressed by the intricate quality and the singular artistry of her work that they recognized a rare talent. Immediately, the owner invited Nelly and her husband, Grigor, to become the official supplier for the establishment. This partnership served as the vital catalyst that allowed the name Nelly’s Cakes to spread rapidly through word of mouth, transitioning her work from a small passion project into a blossoming professional reality.
A Foundation Built on Family
Nelly’s Cakes has always been, at its core, a dedicated family business. While Nelly remains the visionary artisan who believes every cake should be a masterpiece of care and love, the brand is driven by the collective strength of the founders, Nelly and Grigor, and their children, Tigran (Tiko) and Silvia. In the early years, the business flourished as a collaborative effort; Nelly and Grigor opened the doors to their very first official bakery in Zutphen, Netherlands, marking their transition into a professional powerhouse. During this formative period, the family’s ambition knew no bounds. They did not just bake cakes; they curated entire celebratory atmospheres, offering a full suite of services that included intricate sweet tables, complete venue decoration, and bespoke cakes that became the unforgettable centerpieces of every event they touched.
European Mastery and the Path to Exclusivity
As their reputation for excellence solidified, the team’s dedication to their craft saw them delivering their specialized services within a massive 600km radius. This tireless commitment allowed Nelly’s Cakes to successfully bring their artistry to a diverse array of clients across the Netherlands, Belgium, Germany, Luxembourg, France, and Switzerland. Over the decades, the bakery reached a staggering milestone, crafting more than 17,500 unique creations for clients representing over 75 different nationalities. Each cake was designed with meticulous attention to detail to reflect the joy of the occasion.
This immense success eventually allowed the bakery the rare privilege of being highly selective with its projects. To ensure that every creation received the full depth of their artistry, Nelly’s Cakes made the strategic decision to move away from smaller pastries and standard birthday cakes. They shifted their focus exclusively toward large-scale, high-end celebrations, establishing a policy where the studio would only accept orders starting at 100 portions. This shift ensured that Nelly could focus on creating "THE CAKE", the one that becomes a photographed and cherished memory long after the celebration has ended
Strategic Growth and the Greater Amsterdam Region
Just before the global challenges of 2020 began, Nelly’s Cakes recognized the need for a larger, more sophisticated space to be closer to its increasingly discerning and international clientele. This led to the opening of a new, state-of-the-art location in Almere, situated within the greater Amsterdam region. This move provided the necessary infrastructure to support even more ambitious designs and more complex logistical requirements for their elite clients. Despite this growth, Nelly remained true to her mission: providing a product that was not just a dessert, but a piece of art that pairs a light, fluffy sponge with carefully developed, customizable fillings to ensure every slice is a true pleasure.
A New Chapter: The Move to Dubai and Global Destination Services
After achieving unparalleled success in the Netherlands and across Europe, the family felt the pull of a new challenge. They sought to serve an even more extravagant and demanding clientele, which ultimately led to the decision to move their base of operations to the Middle East. The Dubai branch of Nelly’s Cakes officially opened its doors in 2025, bringing two decades of European mastery and a vision that redefines luxury to the heart of the UAE.
Since 2026, Nelly’s Cakes has expanded its horizons even further, providing premier Destination Wedding services to an elite global clientele. Today, from their studio in Dubai, Nelly, Grigor, Tiko, and Silvia continue to transform ephemeral moments—a taste, a texture, a celebration—into a permanent legacy. Whether it is a "Royal" cake for those seeking extra height and elegance or a "Deluxe" statement piece designed to leave guests in awe, Nelly’s Cakes remains dedicated to the same passion and care that guided Nelly from her very first day in Markelo.
