photography + art direction
Safia is a self taught photographer with experience in photographing for both digital and print. She specialises primarily in food, product and event photography but can cater to a variety of needs. She often photographs her own recipes and her work has been published in Caffeine Magazine, The Carton Magazine, The #BakeForSyria Cookbook.
recipe development + food/prop styling
A professionally trained pastry chef, Safia has over 5 years experience in the food industry, having worked in bakeries such as Meringue Girls, Lily Vanilli & Ottolenghi, and for food magazines including BBC Good Food and Olive. She loves to create unique, seasonal recipes for brands, bakeries and magazines and has an eye for the latest trends in food and prop styling.
creative food consultancy + menu development
With a strong understanding of food trends and an ability to discern a brand’s ethos, Safia has the expertise to offer consultancy for restaurants, cafés and bakeries whether they are looking for support to launch as a new business or grow as an existing brand. Services begin with market and competitor research, moving through to menu and recipe development and testing, as well as implementation into the kitchen. Enquiries from international clients are welcome.
Safia is a British Iraqi baker, food writer, photographer, stylist and creative food consultant. Born and bred in London, she spent much of her childhood in the kitchen making kleicha with her grandmother, who encouraged her baking career from a young age.
Safia's baking is inspired primarily by her Middle Eastern background, but also by her life in London and her travels abroad. Her interest in food has been shaped by her time spent living in Spain's gastronomic capital, Madrid, as well as Australia's coffee capital, Melbourne.
In 2017, Safia co-founded foodie duo Cook & Baker, hosting and curating supper clubs and pop up events in London and abroad. She is a supporter of Cook For Syria and a member of the #BakeForSyria collective, with her recipes featured in the debut cookbook. Safia is also a regular contributor to the award-winning Caffeine Magazine, and her work has been featured in various online and print publications. In 2018, Safia was nominated for two Young British Foodie (YBF) Awards and a finalist in the Food Sharing category.
Read more about Safia’s services below. For any other enquiries or to chat about a collaboration, get in touch at firstname.lastname@example.org.
cake + bakery orders
Whether it's a box of cookies or a large celebration cake for a special occasion, Safia can make things a little sweeter. Every order is bespoke, created to suit your brief and the nature of your event using the highest quality, seasonal ingredients. Safia creates cakes and baked goods that not only taste delicious but also look beautiful. See here for examples.
event design, styling + production
Having co-founded successful pop-up food events business Cook & Baker and having worked for Bang Bang, Safia has broad experience in events styling, management and production. She has worked on small and large scale events catering for 12 to up to 900 people for clients such as Baileys, Tabasco, Jo Malone and the YBFs. She has a network of contacts across the industry, allowing her to execute events to the highest standard. She also offers events and interior styling for shoots, brands and publications.
The experience of eating is first and foremost about the food, but it's also about the ceramics that food is eaten on, the table it is eaten at, and the setting it is eaten in. Cook & Baker can curate, style and cater for all kinds of events, from intimate gatherings to dinner parties for individuals and brands. For more information please see Cook & Baker or email email@example.com.
Arganic / Alpro / #BakeForSyria / Caffeine Magazine / Pophams Bakery / Diageo / Mirabeau Wine / Good & Proper Tea / Jo Malone / The Carton Magazine / Table Magazine / Hype Bakery, Doha / Made in Chelsea / The Good Egg / EK Bakery / Husk & Honey Granola / Taste of London / Tabasco / The YBFs
Portrait by Holly Wulf-Petersen.