TEN years ago, a Swindon woman with a passion for baking decided to set up her own shop.
At the age of 22, Jessie Yeoell signed a six-year lease for a space on Old Town's High Street.
She came up with GlamoRose Cakes by mixing her middle name, Rose, with the word 'glamorous' because "it's got nice connotations of beauty and fun and excitement".
The first week went better than expected, with a £1-per-cupcake offer leading to 3,000 sales, so she slept in the shop and spent every night baking to keep up with the demand.
Later this month, Jessie will bring this offer back to coincide with the date the shop originally opened, November 13 - but this time she won't be making thousands of cakes all by herself.
Since becoming her own boss, Jessie has recruited a small team to serve customers with a smile at the counter, bake batches behind the scenes, cater for big events, or deliver door-to-door in a GlamoRose van.
She added: "I'm very lucky to have them, I love and respect them so much.
"I'm really proud and grateful to still be here as part of this great community and to have such an amazing following of people who keep coming back.
"It's taken a lot of hard work and perseverance, you have to dedicate your life to it.
"I've learned a lot along the way and had to adapt to changes in the market - and to a pandemic.
"It's important to keep things fresh, so I'm always thinking of new ideas, strategies, and recipes based to bring in new flavours and make the cakes desirable year in year out.
"I'm always inspired, I don't know where it all comes from! Walking into the shop is like walking into my brain.
"It's all about keeping people happy, customers and staff. The amount of love and positivity I've received has been magical.
"I love the business, no amount of money could make me sell it."
For the first five years, Jessie did everything herself and spent all her energy on the business - but becoming a mum meant stepping back from her duties slightly and sharing the workload.
When the pandemic hit and customers cancelled their orders, the shop started deliveries which proved to be popular, and gave free cakes to key workers.
To celebrate a decade of serving up sweet treats, the shop has undergone a major makeover with new decorations and a spruced-up shopfront.
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