Our Story

Founded in April 2004 by Fay Almeida with just tea cakes on the menu and a bake from home business plan, Indulge was created to serve up baked products as she would bake for her own family. Using the best and freshest local ingredients without any additives like preservatives, stabilisers and unnecessary essences (where fresh diced or mashed fruit could be used). She then quickly shifted focus to celebration cakes and location to a professional kitchen in 2007, as her passion for baking was fuelled by demand for the same quality in frosted cakes, then into concept and tiered cakes too..

17 years later Indulge continues to grow from strength to strength, the soul of what Indulge was meant to be is still intact… still baking from scratch and keeping all the ingredients seasonal, well sourced and of the highest quality. Today, with a dedicated and enthusiastic team, everything is still hand mixed and baked in small batches to really impart the essence of simple old fashioned baking with a modern twist in terms of flavours and design. We are still governed by the same need to be serving as we would, our own family and we are proud that the Indulge customer is treated with the same passion as when we first began.

mission and values

Mission & Values

mission

We will constantly strive towards quality products and honest service. Use the best of ingredients and keep the prices as reasonable as possible. To take custom orders, try new recipes constantly. Provide a unique selection of goods that are not available in the locality. We commit to anticipate and exceed all areas of customer expectations through the delivery of quality products and experiences. Delight our customers by delivering the highest quality products 100% of the time and by bringing joy to their day in every interaction with us. To treat employees as part of the team and treat them with dignity and respect. Provide a consistent, average annual return on investment that is at least twice that of the best passive investment opportunities.

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