Melanie started working in the cake decorating industry in 1994, for a publishing company called 'Litharne Ltd'. Melanie's mother, Sheila Underwood, was a director of Litharne Ltd. Together, Melanie and Sheila launched Cake Craft & Decoration magazine April 1994, with the help of Gillian Cole and Sheila Lampkin. By November 1994, Melanie, Sheila Underwood and Sheila Lampkin started 'Cake International Show' at the NEC in November. The company was sold to ICHF Events who run the show today, along with the help of Melanie as Event Manager.
Melanie has edited several magazines, including Cake International magazine owned by Time Inc UK.
With Melanie's vast knowledge of the cake decorating industry and sales & editorial background, Melanie can offer the cake artist a full media agency, from booking and arranging classes, negotiating with tutors and sourcing media coverage to name just a few of the services. For the cake decorating companies, Melanie can offer editorial services, sales and marketing knowledge and in depth knowledge of cake artists and trends
I've worked with Melanie for over 20 years and would say she has been one of my most trusted colleagues. She knows her industry better than anyone and has built up excellent relationships with her clients. She has great commitment and is both thorough and reliable.
Judy Reed Publisher