Welcome to The Shopfront Series
Every door in Kells has a story—and every shopfront, a heartbeat.
In this series, we’re popping our heads inside the town’s best-loved businesses to meet the people who keep our streets bustling and our hearts full.
Whether baking with soul, crafting with care, or simply making you smile on a rainy day, these local legends make Kells more than just a place—it’s a community.
First up? The warm, welcoming world of Mrs. Smith’s Bakery. We asked the brilliant Emma behind the bakes, and she answered straight from the heart (and the oven) in her own words.
Can you tell us the story of how your business began?
My business began in a sense back in 2013. I started culinary school in DkIT as a roundabout way of beginning my teaching career. I discovered I wasn’t too shabby at cooking. We all had our niches as a class group, but mine was baking and ice cream! I make a mean ice cream. I began baking cakes for friends and family, which snowballed over the years!
Was there a light-bulb moment that sparked it all?
I can’t say there was a light bulb moment, but in 2020, I was laid off from work due to the pandemic, much like everyone else. When I briefly returned to work in 2021, I wasn’t really enjoying my job anymore. Then it transpired that the company I worked for was being sold to another company much further away, so I was given a choice—commute 4+ hours per day or go at the baking stuff hammer and tongs!
What were you doing before this — and how did it lead you here?
I worked in security, fraud specifically! It was a family-owned and run business, and I loved my job but lost interest after the pandemic. I had worked in kitchens as a chef for years before this and found myself missing the buzz of high-pressure kitchens. (Although some of my previous work colleagues would tell you I was never in a rush, lol)
Is there a person or memory that inspired you to start?
I suppose looking at my Dad owning his own business for 30+ years meant that I was always around that sort of ‘owner/operator‘ environment in terms of owning and running my own business, so I knew it was doable, and if I put the work in, I could succeed. But I also owe a lot to my husband; he has always believed in me and still does, no matter how annoying I am when stressed! He gave me the nudge I needed to commit to this as a full-time living while always reminding me he’s a better cook than me and how fantastic his baking is: a true story, but eye roll.
What’s something people might not guess about you?
I’m an ‘open book’ gal. There aren’t many people who don’t know! Maybe it’s because I’m pretty shy, although I have a rather large gob, ha ha.
What does a typical day look like for you (if there is such a thing!)?
I get up and get myself ready, fight with my daughter about socks, pop her off to school, and then come in to bake or do what needs to be done. I have the attention span of a goldfish, so sometimes I miss having someone tell me to stop talking and do some work. Being your own boss is hard!
What’s your favourite part of running this business — and your least?
Favourite part? I have a few, such as having my own schedule and chatting with customers I now consider friends. Baking (sometimes, depending on what day you ask me!) is my favourite thing, but it is becoming a part of someone’s special day. I love bringing kids weird and wonderful ideas to cake form, designing wedding cakes, and making people happy through their bellies! I love making John Meehan uncomfortable when I mention my famous Fanny Buns- if you know, you know.
My least favourite part of the business is, without a doubt, the admin side. I wish someone would write a plain English manual about running a business. There’s an idea! Also, I dislike being poor. It’s a common misconception that self-employed people are rolling in it. I only roll in stress, a batter, and icing sugar.
How do you stay motivated on tough days?
Short answer- gotta pay them bills!
What’s the heart or philosophy behind what you do?
Making people happy! I appreciate every order; I know how hard it is to come by money these days, and the fact that people choose to spend it with me is a blessing. My philosophy is great quality, price, and service, and I do my best to ensure all those things are always first and foremost.
What do you want customers to feel when they come through your doors?
I want them to be relaxed and have the bakery feel like a home from home. I struggled with the vibe or aesthetic I wanted to portray from the beginning. Still, I fell on a homey vibe. I don’t know whether that was down to funding or how I landed organically! My walls are adorned with my daughter’s artwork, which she proudly shows off. The decor is mismatched, and I don’t have a specific uniform unless you count my endless black wardrobe. Nothing is perfect in the bakery, but it’s mine!
What makes your business different from others in your field?
Listen, plenty of bakers out there can bake or decorate cakes better than me, but there’s only one of me, thank God, says my family. What makes my business different is me! I’m part of the package whether you ordered a side of Emma or not.
How do you define success — has that changed over time?
I used to think success meant loads of money, but seeing as I have very little, my opinion has changed! Success to me is being able to set my own schedule; I make time for everything I can, be it family time, ferrying my daughter to her various commitments (hands up if you’re a lucky one who’s been treated to a gymnastics display!), and making time for myself and friends. Sometimes, I forget I’m only one person and don’t allow myself enough time (I’m NEVER on time). Still, I appreciate that I’ve made this life for myself and my family. I have my health too. I’m sooooo fit for 21, so I’m grateful for that!
We have food on the table, cars to drive, visit our favourite Dubai every couple of years, and have our beloved darts- what more could I want? A new car, maybe, but I won’t be greedy.
What’s been your biggest challenge so far?
My biggest challenge so far has been believing in myself. Everyone else seems to, but I have many moments when I struggle to agree.
Can you share a moment when you thought, “I can’t believe this is working!”?
When I receive orders often or look at my cake book with orders as far away as three years, I think, “I can’t believe this is working. “
Have you had any missteps or funny failures along the way?
There have been plenty of missteps, both in a business and baking sense. Sure, that’s how we learn, so they are vital to growing a person as a business owner and baker. I have too many stories to write here; there isn’t time LOL!
What are you most proud of?
Is it self-centered to say me? I bust myself every day, doing my best and always showing up. I don’t let my personal life or problems get in the way of ensuring my client gets the tastiest slice of cake at the end of the day. I look at my business regularly and think I can’t believe I’ve achieved this. I’ve sponsored many local things, teams, prizes, and the Meath County Darts team, to name a few. Even just having the opportunity to do that is something to be proud of in my book.
What does being part of the Kells community mean to you?
As a ‘blow in’ from Dublin but living here 16 years, I’ve been welcomed with open arms into the Kells community- even the Dub jokes have finally stopped! I’ve made friends for life here. I feel like a local; I’ve been here nearly all my life. However, I’ll never forget my first outing in Kells on St. Patrick’s Day in 2009, and I thought, WHERE have I landed myself LOL. Kells people are their own category. I couldn’t put my finger on or describe it if I tried. Still, the different characters and personalities here alone are incredible. I love discovering new quirks among locals, even after all my years here. And Newmarket Street has more than its fair share of local celebrities that grace the bakery: Deirdre Butler, anyone?!
Do you have a favourite local business you love to support?
Lots! Kells has a great selection of shops which are underappreciated. Since I spend so much time in the bakery, it’s natural that I mostly frequent the shops around me. Love Nature, where you will find the bubbly Vaiva. My only advice is not to go when you’re in a rush because if you think I talk loads, you haven’t met Vaiva! People have probably seen the fun we have together daily. I like to think of us as two goldfish in a bowl, swimming around, having the craic, and forgetting what we should be doing. Across the road, there’s the famous Carrolls, or Robert’s as we call it. They have everything I need, including learning rude words in Lithuanian. Gala, or Webbers as we call it, is for the best deli in the town; McEntees is for the most knowledgeable wine lady with the best selection, and Angelo’s chipper, where I eat from far too often. If you know me well enough, my absolute favourite is Supervalu. I have a party piece where I can tell you the aisle, shelf location, and price of almost any item in the shop. I’m there with more than half the staff, lol.
Any memories of Kells from when you were younger?
My first memory of Kells was when I was 18, passing through for work and seeing the old Eureka secondary school. I thought it was mental, and who in their right mind would call a school that? It was also a Wednesday, and I couldn’t believe so many places were shut. This was unheard of in Dublin! I never thought that in a million years, I’d end up living here within a year!
Do you have any quirky rituals or traditions at work?
I dance when I think about what I’m supposed to be doing, when I taste something I like, and when I take my first sip of coffee. Can you see how and why I get distracted easily?
What’s the soundtrack of your business? (Music, sounds, silence?)
During the day, it’s the sounds of DJ X on Spotify, so at any given time, you could hear rap, followed by 90s classics, Brooks and Dunne, Alan Jackson, or Luke Combs. I’ve been known to stand on a chair and belt out some Whitney. When the doors are closed, and the customers are gone, my soundtrack of choice is murder. Podcasts, that is. Nothing like it! Getting a few tips for when the husband pushes my buttons!
Is there an object in your workspace that has a story behind it?
I love many sentimental things, like the daily pictures my daughter draws for me, the bowls I stole from college years ago, or even my weird and wonderful cookbook collection. It would be hard to pinpoint something specific because I tend to get attached to things easily!
Where would you love to see the business in 5 or 10 years?
I would love to have staff so I could delegate jobs and focus more on my personal or business goals or even myself.
Any upcoming projects, collaborations, or dreams on the horizon?
I always have things brewing; keep an eye on me because I never sit still!
Tea or coffee?
Coffee every day, tea Monday to Thursday- if you know, you know.
Best time of day for ideas?
Usually, when I should be sleeping, you know, when you wake up in the middle of the night and think, omg, where is my birth cert? Yeah, that’s me all night long with things that have no business in my head at that hour.
If your business had a mascot, what would it be?
A capybara dressed as a cupcake.
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