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Chef: Jen Rojas
Restaurant/Kitchen: Cupcakes and Counting
Location: Swords, Dublin, Ireland
Social Media: Instagram @cupcakesandcounting / @candcweddings / @cafecandc TikTok @cupcakesandcounting
In the heart of Swords Dublin Cupcakes and Counting is a dream brought to life by Chef Jen Rojas. As the owner and lead cake designer Jen specialises in bespoke contemporary wedding cakes adorned with exquisite handmade sugar flowers. Her café also invites locals to enjoy rich barista coffee and delectable treats while watching the magic unfold in the kitchen.
From her beginnings as a neuro/surgical nurse to being named one of the Top 10 Cake Artists in the UK and Ireland Jen’s journey is a testament to creativity and passion. Join us as we explore her inspirations favourite recipes and expert tips for aspiring bakers. Whether you’re a cake enthusiast or simply seeking a sweet escape Cupcakes and Counting is sure to delight!
1. Your restaurant/role: I am the owner and lead cake designer of Cupcakes and Counting. We are a cake studio offering contemporary wedding cake designs, specialising in modern fondant techniques and the art of handmade sugar floristry. We also have a café where people can sit down and enjoy delicious barista coffee and sumptuous treats.
2. Describe your kitchen: I have a small team helping me produce bespoke luxury wedding cakes. The main kitchen is located in the café, where customers can watch us bake all the cakes for our weddings and the treats for our café. My design studio is situated above the main café floor where I finish all our cakes. This is where I cover the cakes with fondant, create our handmade sugar flowers and conceptualise designs. This is where the magic happens!
3. Favourite Chef Works item and why? I used to own one of the Gramercy coats from the Urban Collection which I loved, but I recently discovered the Hartford chef coat and it is amazing! It allows me to work without restricting my movement and the cool vent side panels are perfection!
Chef Jen Rojas wearing her Chef Works Hartford Chef Coat
4. First job in the industry: This is my first job in the industry! I was a neuro/surgical nurse for over 15 years until I accidentally discovered my love for creating cakes and sugar flowers in 2014.
5. Favourite cookbook: It has to be The Complete Magnolia Bakery Cookbook by Jennifer Appel. This was the very first baking-related book I bought and it has been my go-to cookbook since I started my baking journey. For making sugar flowers I use The Encyclopedia of Cut Flowers by Calvert Crary as my guide.
6. Your awards/career highlights: The biggest highlight that started it all for me was when I was invited to teach in Paris back in 2018. I see Paris as the mecca of art and design, so being given the opportunity to showcase my craft and passion in this beautiful city was an unbelievable achievement. I then went on to teach in other cities including London, Dubai, Singapore, Bangkok, Manila, Porto and Marseille to name a few. I was also named one of the Top 10 Cake Artists in the UK & Ireland 2020 by Cake Masters Magazine.
Jen meticulously crafting the intricate details of the exquisite sugar flowers.
7. Your inspiration: For the café aesthetic I admire Peggy Porschen Cakes in London and for sugar flowers, Maggie Austin inspires me. I love how Peggy decorates her cafés—they are very chic, floral and inviting, exuding sweet elegance. Maggie Austin creates her sugar flowers freely not confined to the “old ways” of the sugar craft industry. I appreciate how she promotes individuality and encourages creativity.
8. Your speciality creation and what makes it so special? I specialise in making contemporary wedding cakes adorned with realistic handmade sugar flowers. My love for this craft is immense. As a wedding cake designer this passion enables me to create centrepieces that are completely unique for my clients. We design their wedding cakes based on the mood board they provide and then create something that truly resonates with their design brief.
A stunning glimpse at Jen’s speciality contemporary wedding cakes.
9. Favourite cake to eat what do you pair it with: Salted caramel cake tops my list. I love the sweet and salty combination. I usually pair with an oat flat white coffee.
10. Weirdest thing you ever ate: Balut comes to mind—this is a fertilised duck egg embryo that is boiled and eaten from its shell. It’s a delicacy in the Philippines.
11. Favourite family recipe: Anything that my husband cooks! He experiments in the kitchen so we always enjoy variety. He makes a fantastic Filipino dish called Sizzling Sisig which consists of chopped pork jowl, ears and belly along with chicken liver seasoned with chillies, onions and calamansi. It’s so delicious! He also makes the tastiest Chicken Parmigiana.
12. Favourite wine – any specific ones recommendations? The green wines of Portugal are my favourite! They’re fresh, fruity, floral and absolutely delicious! One that stands out is Quinta De Soalheiro Alvarinho which pairs wonderfully with grilled seafood.
13. Who would you most like to bake a cake for? I love to bake cakes for little girls who are into princesses. It’s always a joy to see their faces light up when they see their cake.
Every wedding cake created is a masterpiece, blending elegance and modern design.
14. And who would you least like to bake a cake for? Other bakers, haha! I’m sure they’d have plenty to say.
15. Favourite things to do when not baking? I enjoy spending time with our darling granddaughter who just turned one. We sometimes bring her to the café as she loves the decorations.
Jen enjoying a well-deserved break in her café with her favourite hot drink!
16. Your latest project: We’ve made several wedding cakes in the past few weeks, but the one that stands out is a five-tier white-on-white design delivered to the luxurious Adare Manor in Limerick, Ireland.
17. Favourite city to visit, any particular highlights? Not a city per se, but the island of Menorca in Spain has become our latest favourite. It’s an amazing summer destination that was surprisingly uncrowded even at the height of the holiday season. Menorca boasts stunning beaches and the food was incredible. Best of all it’s affordable!
18. Your greatest indulgence? The food during our holidays, as I love exploring local cuisine! Pistachio gelato comes a close second.
19. And finally, your all-time best baking tip? Find your own design. Focus on what you truly love whether it’s sugar flowers, buttercream or fondant cakes. Whatever it is, specialise in that area and hone your skills until you become an authority.
Jen busy crafting sugar flowers in her design studio.
Photography: Roger Kenny Photography @roger_kenny_photo