EAT by AMY

EAT by AMY EAT by AMY is a plant-based bakery based in North London.

There are several ways to get your hands on our bakes:
- orders for North London delivery/collection
- online postal treats delivered across mainland UK
- food markets across the capital

13/05/2026

If you’re running this weekend make sure you look out for us!!

27/04/2026

Watching the London Marathon as a founder is always an emotional experience, but not for the reasons you might think.

It’s a visceral reminder that we are at our best when we are doing things that are objectively hard. In a world obsessed with “optimization” and “ease,” the marathon is a massive proof of concept for the human spirit: self-worth isn’t found in comfort; it’s earned through endurance.

As a business owner, it’s easy to get discouraged when things feel difficult. But “hard” is the point. Whether you’re at mile 22 or navigating a tough year in retail, the growth is in the struggle. Stop chasing the easy path and start leaning into the challenge.

That’s where the resilience is built.

26/02/2026

Surprisingly I’m not the go to advocate for entrepreneurship. Owning and running a business is not for the faint hearted - especially when we don’t live in a country that encourages growth and innovation.

My advice? Exhaust every risk free option before entering into the crazy world of business.

24/02/2026

I am no politician but I do have lived experience running businesses. Here are a few ideas that I believe would benefit both small businesses and the economy as a whole.

30/01/2026

Off the back of my conversation with last week, I thought I’d give a bit of explanation as to why I think business rates are so unfair on small business owners.

We should not have to bear the same load as big chains and businesses with massive investments behind them. It is unreasonable and a massive factor in the drastically changing landscape of our high streets. Independents need support.

Went to 10 Downing Street last night for the Pride in Place reception and left feeling incredibly grateful.It was an hon...
20/01/2026

Went to 10 Downing Street last night for the Pride in Place reception and left feeling incredibly grateful.

It was an honour to be in a room celebrating people doing meaningful work in their communities, and to have the opportunity to speak one-on-one with the Prime Minister about the realities facing small businesses right now. Moments like this are a reminder that our voices matter - especially when we’re willing to step forward and use them.

I’ve written more about taking up space, unlearning politeness, and why it’s so important for founders over on my Substack. The full article is linked in my story.

04/01/2026

If you’re wondering how to grow your personal brand without becoming a slave to social media, here are a few ideas you can try out in 2026. I’ve written about this topic at length on my substack ().

I think what we’re all looking for is a bit more community so keep that at the core of your personal brand.

23/12/2025

Guys I’m on substack just dropping gems for free. 📝

i’ve created a new resource for small business owners based on real experience running two businesses in london, including a cookie shop.

after going viral explaining how i built it, people kept asking for practical business advice — not hustle culture, not theory, just what actually works. so i started a substack where i share insider insights on starting a business, running a food business, pricing, menus, margins, branding mistakes, and what i’d do differently if i started again.

if you’re a small business owner, founder, or thinking about opening a café, bakery, or food business, the link’s in my bio.

Running a business looks very different from the outside.I’ve started a Substack to write honestly about what it’s like ...
21/12/2025

Running a business looks very different from the outside.
I’ve started a Substack to write honestly about what it’s like on the inside - money, decisions, mistakes, and what actually helps.

If you’re a small business owner, food founder, or planning to open a café, you might find it useful.

Link in bio.





18/12/2025

We are hiring!!! 👩🏽‍🍳

🍪 BAKING ASSISTANT 🍪

If the person I’m describing sounds like you or someone you know get in touch with us at [email protected]. Send your CV and a few short sentences about who you are.

Please only apply if you have listened to the whole video, and you believe you are qualified for the role 🫡

09/11/2025

I actually think this is excellent, useful content that didn’t get the appreciation it deserves on the other app 🤣 so trying it here…

this is exactly how I’d restart my business with just £500 - you don’t need huge amounts of money!!

01/11/2025

So many small business owners give up before they’ve even started because they think everyone else knows what they’re doing.

However I promise you: no one is running a perfect business.
Not in London. Not online. Not even the ones who look like they’ve got it all figured out.

Perfectionism + comparison will kill your business!!

If you’re building a startup, opening a café, running a bakery, or trying to grow your small business in London, stop measuring your behind-the-scenes against someone else’s highlight reel. Focus on your systems, your numbers, your product - and keep showing up.

✨ You don’t need to be perfect. You just need to keep going. ✨

30/10/2025

the small habits that built my business 👇

everyone talks about the big leaps - quitting your job, opening a shop, hiring a team - but it’s the micro habits that actually keep a business running. here are a few that completely changed the game for me as a small business owner:

🗂 having a weekly admin day - one day where i catch up on invoices, emails, tax stuff, and general chaos. it keeps things from sn*******ng.

📝 mastering list-making - brain-dumping everything, then organising by priority. my lists basically run crumb at this point.

📱 posting daily on socials - not every post is perfect, but showing up consistently has been the best marketing strategy for growth + brand awareness.

💭 separating self-worth from revenue - sales fluctuate, and that doesn’t mean you’re doing badly. it means business is cyclical.

💷 splitting business accounts into pots - rent, staff, supplies, tax. seeing cash flow clearly has saved me from unnecessary panic more times than i can count.

none of these habits are glamorous, but they’re what keep things moving when motivation dips. build the foundations first - the big stuff only works when the small stuff does.

22/10/2025

Some business “advice” needs to be locked up. Here’s what did NOT help me whilst opening :

1. “Quitting your 9–5 will make you happy.”
→ No. It’ll make you broke and stressed if you don’t have a plan.

2. “A good product sells itself.”
→ It doesn’t. Marketing does. A great product with no strategy is just a hobby.

3. “Love what you do and you’ll never work a day in your life.”
→ You’ll work every damn day. You just might not hate it.

Building Crumb took strategy, not fairytales.
🍪 London cookie lovers see the cosy aesthetic.
👩🏽‍💼 Small biz owners know the grind behind it.

📲 Save this for the next time someone feeds you a Pinterest quote.
💬 Which piece of “advice” makes you roll your eyes the hardest?

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The Ivories, 6 Northampton Street
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