Gareth Davies and Ryan Rowe

Gareth Davies and Ryan Rowe are the creative minds behind Let Them See Cake, a vibrant and visually stunning cake shop that has taken Cardiff’s food scene by storm.

Launched in 2020 at the height of the COVID-19 pandemic, their bakery quickly became a social media sensation, earning nationwide recognition, including being featured on the BBC docuseries Hot Cakes.

Hailing from Aberystwyth, Gareth is a skilled cake artist with a deep-rooted passion for baking. Growing up on a farm, he was surrounded by baking from an early age, which later evolved into a career in five-star hotels and competitive cake decorating. His talent has been recognised with multiple awards at Cake Internationals in London and Birmingham.

Ryan is the chief cake tester. He brings strategic insight to their venture with a background in business, finance, and hospitality and a degree in Geology from Cardiff University. Formerly working in property management, Ryan now applies his expertise to creating a seamless and welcoming customer experience.

More than just a bakery, Let Them See Cake embodies inclusivity, creativity, and community. The business originally launched as a mail-order service during lockdown and has since flourished into a popular café with an expanded seating area and a growing menu.

Gareth and Ryan are dedicated to ethical business practices, supporting local suppliers and creating a positive workplace culture where their staff thrive.

Activities with Cardiff Business School

Their impact extends beyond the café walls. As Public Value Entrepreneurs in Residence, they are actively involved with the business school, mentoring students, guest lecturing, and participating in innovation initiatives such as the ASPECT Innovation Series.

They have also provided invaluable support as MSc summer project clients and proudly sponsored the Academy of Marketing Conference, delighting over 360 delegates with their signature sweet treats.

Ryan and Gareth were nominated to be entrepreneurs in residence by Professor Carolyn Strong and Dr Robert Bowen.