Natalie Seldon

Estella cupcakes is the creative brainchild of food writer and stylist, Natalie Estella Seldon. Born and raised in Sevenoaks, Kent, from a young age Natalie has always had an enthused passion for cooking and baking, in particular for family and friends. In 2001, having graduated with a 1st class degree in Fashion design from Nottingham University, her career turned towards fashion couture under the name of Alexander McQueen.

Having realised she still had a burning desire to be a part of the food industry, and following a stint at Leith’s school of food and wine in London, she then went on to work at Conde Nast’s Easy Living Magazine, followed by five years on the award winning Sainsbury’s Magazine, working with the likes of Delia Smith, Jamie Oliver, Heston Blumenthal and Nigella Lawson. At the start of 2010, she then decided to take the plunge and combine these two facets with a generous helping of individuality and passion to create Estella Cupcakes.

Since launching, her cakes have received much critical acclaim, appearing in publications such as YOU magazine, Conde Nast Brides magazine, Food and Travel magazine, Ideal Home, You and Your Wedding and Delicious magazine.

Alongside her growing business, Natalie still enjoys all aspects of food and recipe writing, as well as and food and props styling for magazines and the wider media. Most recent projects include Jo Malone’s 2013 and 2012 advertising campaigns, and Green and Black’s, The New Collection chocolate cookbook. She has also just been appointed ‘Ambassador’ for Mermaid Bakeware.

As well as running her own popular cupcake workshops based at The Estella Country Kitchen in Sevenoaks, Natalie recently appeared at The Cake and Bake Show London 2012, presenting alongside Eric Lanlard for; and special guest demonstrator at Squires Kitchen’s 25th Annual Cake Decorating & Sugarcraft Exhibition.

For a ‘taster’ of the latest culinary news, recipes and styling by Natalie Seldon, please feel free to visit