When you see the title ‘pre-made cake mix,’ brands like Betty Crocker or Mr. Kipling might come to mind. Childhood memories of vividly coloured strawberry-flavoured batter resurface, along with the realization that there were few alternatives available. That was until Jordan Rondel disrupted the baking industry, introducing a collection of high-end, stylish cake kits with enticing flavours that people were eager to make. “The concept to create a luxury cake mix at the time was completely unique,” Rondel recounts to Schön!, wearing Ocean Savage for her #AllAboutArt Schön! 47 digital cover story.
Despite growing up in New Zealand, Rondel’s childhood summers were spent in Paris with her grandparents, baking, eating and discovering her obsession with the kitchen. “Each weekend, we’d shop at the farmer’s market, and I’d watch [my grandparents] carefully hand pick every item,” she remembers. It was this process of witnessing simple, singular ingredients being transformed into elaborate, delectable dishes, together with the joy it brought to those who savoured the finished results, that sparked Rondel’s initial interest in cooking. “I was hooked from that moment on,” she tells us.
From launching her first cookbook, opening a commercial studio and making the bold move to LA to tackle the US market, the steady growth of The Caker was evident. One of the most important moments for Rondel’s business was when her sister joined the team: “She quit her law job and, that year, we saw some pretty crazy growth. We tripled in staff and revenue and moved to a shop three times the size.” For many, working with a family member can be stressful but, for the Rondel sisters, it was the opposite: “We’re thick as thieves and inseparable. In business, we become quite the dynamic duo.”
There’s no doubt that Rondel has a business brain; reinventing a somewhat dying category and selling it across one of the biggest markets in the world, the USA, is ingenious. But sometimes there comes a point when it just feels right to move on. This year marked 14 years since the launch of The Caker and, in August, Rondel sold her business. “The last three years have been tough; there’s no sugarcoating it,” she admits. ‘I was 21 when I started the business; I’m now 35. I’m ready to try something new.” So, what’s next for Rondel? “I actually don’t know yet,” she giggles, with a sense of excitement in her voice. “That’s unusual for someone like me. Normally I’m structured; I love a plan.”
coat. Formerly Known As
bodysuit. Diesel
tights. Balenciaga
shoes. Jackie Bieber
sunglasses. Rick Owens
earrings throughout. Jordan’s own
coat + skirt. PASKAL
shoes. Cruda
coat. Formerly Known As
bodysuit. Diesel
tights. Balenciaga
shoes. Jackie Bieber
sunglasses. Rick Owens
