Schön! 47 | jordan rondel | the caker

Jordan Rondel aka The Caker has brought sexy back to baking. “The concept to create a luxury cake mix at the time was completely unique,” Rondel recounts to Schön! for her #AllAboutArt Schön! 47 story. The New Zealand creative has redefined what it means to be a baker and a businesswoman in 2024. “I made a particularly great cake, and my parents encouraged me to ‘do something’ with my baking,” Rondel recalls.

Back in the early days of blogging, before Instagram even existed, Rondel shared her recipes and creations online, resulting in the start of her made-to-order cake business. Soon, requests came pouring in, from catering for elite events to bespoke celebrity orders. “Timing was particularly on my side,” Rondel explains, modestly. In a city where there was little opportunity to source great cakes, she had found her niche. Although she sold the business in August, the world is opening up to Rondel and the many facets that exist within her. “I’ve always liked the idea of breaking the mould, entering other industries,” she says. “I don’t want to be typecast.” And with her current repertoire, we’re certainly not placing her in a box.

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This Schön! 47 visual has been produced by

concept + direction. Phoebe Trezevant
talent, styling + make up. Jordan Rondel
d.o.p. Donny Grahamer
vfx. King’s Ransom Media
senior visual effects supervisor. Nicolaus Waetjen 
senior visual effects producer. Britt Burke
senior visual effects artist. Sebastian Brown
visual effects artist. Melissa LeDonne
art dept. Bonnie Ephraim
editor + colourist. Sophie Coombs
music. Oszkar Nosek

by /

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