Sweet Insights: A Chat with Maxie Giertz

Let me take you on a journey with my friend Maxie Giertz, a cake designer who transforms her passion into stunning works of art. From her beginnings in Germany to creating cakes for royalty, Maxie’s story is one of creativity, precision, and dedication.

When I think of beautifully crafted cakes that are more like works of art, Maxie is the first person who comes to mind. Since we first met and talked about her business and love for refined patisserie, I’ve been inspired and knew she had something truly special. Maxie isn’t just a cake designer; she’s an artist, crafting with sugar, flour, and a constant drive for perfection (well, she is German, so that comes as no surprise, haha). Her journey from Dresden, a city rich in history and baroque architecture, to crafting exquisite confections at Buckingham Palace is nothing short of inspiring.

I met Maxie through a mutual friend from Munich (thanks again, Robin), who introduced us during a visit to Amsterdam. We instantly clicked, and since then, we’ve bonded over many pastries and great conversations. Our talks often delve into the courage it takes to build a business, the bittersweet challenges that come with it, and how to keep the faith even when the journey gets tough. Maxie’s story is one of a dream realised through hard work and creativity.

Maxie started her career in Germany and was quickly recognized for her talent, setting the stage for a global adventure that took her to London, Tokyo, and eventually Amsterdam. Whether it was mastering the delicate art of sugar flowers at Peggy Porschen Cakes or perfecting her cooking technique at the British Royal Household, Maxie brought creativity and precision to everything she touched. Now, with over 20 years of experience, she is channelling all her knowledge and energy into her own venture, MG Cake.Design.

I’m very excited to share more about her journey, her inspirations, and the sweet, sometimes quirky world of cake design in the following interview.

What’s the most unexpected source of inspiration you’ve ever had for a cake design?

It can be anything, really. I find inspiration just by walking through the world with open eyes and paying attention to shapes and colours. I get a lot of inspiration from the fashion world, modern art exhibitions, and architecture - textures, different elements, and the play of light and shadow. I love incorporating those kinds of details into my designs. As an artist, Joan Miró, in particular, is a big inspiration. I love how he combines shapes that don’t naturally fit together and has fun with it. That’s something I try to bring into my work too.

Your career has taken you around the world, from Germany to London to Tokyo and beyond.
How have these experiences shaped the way you approach cake design today?

Every place I’ve worked taught me something unique. I learned precision and strict technical skills from my classical confectionery training in Germany.

Then I moved to London, which broadened my perspective on design and pushed my boundaries. The city is such a melting pot of cultures and flavours, and that’s where I started experimenting with natural ingredients and international influences. Working alongside French chefs, I learned how to intensify fresh flavours, like enhancing the taste of raspberries, and became more daring with colours and styles. The use of non-edible parts, like wires for sugar flowers - once a no-go in classic confectionery - also became standard practice and helped bring clients’ visions to life.

Collaborating with cake designers like Peggy Porschen and Rosalind Miller was incredibly inspiring. Whereby, Gerhard Jenne, owner of Konditor, pushed me to think outside the box. His philosophy was to always be a pioneer, not a copycat. We made a great team - he came up with the ideas, and I brought them to life. It was an exciting time, constantly testing new designs and pushing boundaries.

In Tokyo, I learned to appreciate the beauty of minimalism - how simplicity and precision can make a huge impact. I also learned to use space effectively, whether by reducing elements or coordinating them perfectly. I even incorporated anime-style figurines, which are huge in Japan, focusing on the eyes to achieve that signature cute look. This time sharpened my attention to detail and precision.

I’ve also been inspired by the people along the way who started successful cake businesses even without a background in the industry. By understanding their strengths, they turned their hobby into a career, showing that it’s possible to make your passion work.

Can you walk us through turning a client’s vision into a unique cake? How do you ensure it matches their expectations while staying true to your style?

The process begins with understanding their vision. I quickly assess whether their style leans toward minimalism or something more elaborate.

From there, I gather as much detail as possible about the event - its theme, location, surroundings, ambience, and any personal elements they want to incorporate - along with, of course, their taste.

We then dive into the design process. If they have a specific idea in mind, like a reference picture, I focus on identifying exactly what they like about it - whether it’s the arrangement, colours, or overall shape. Often, it's one particular element that resonates with them. With that clarity, I start sketching ideas, balancing their desires with my signature touch.

My style is always rooted in elegance, and I infuse that into each of my creations, no matter the theme. I believe in staying true to that while capturing the client’s vision. I love placing motifs off-centre, creating a look that is modern and unique, yet balanced.

To bring a vision to life, I've learned the importance of asking the right questions and managing time effectively. I typically plan a wedding cake about 2 ½ months in advance. Custom cakes take time. Smaller celebration cakes require at least a week’s notice, depending on complexity. After an initial consultation, I reflect on everything that’s been discussed, sketch the design, and send it to the client for feedback. With 10 different flavour combinations available, there’s a lot of choice, but I’m always open to creating something different on request.

What advice do you have for those turning their passion into a successful business? What inspired you to start a career in Cake Design?

I’ve always loved to craft and work with my hands. Originally, I thought I’d become an architectural modeller because of my love for design and craftsmanship. However, as I explored different creative outlets and my love of food, crafting delicious and uniquely designed cakes became my true passion.

My biggest piece of advice is to gain as much practical experience as possible. Do internships in the industry, both at large companies to learn about processes and at small companies where you can get close contact with all departments. That’s where you’ll truly understand how a business operates and where the challenges lie. It’s also very important to focus on marketing, both online and in person, and to understand the specific needs of customers in your region.

One of the biggest lessons I’ve learned is to stay true to your passion and be ready to adapt. It’s crucial to find your strengths and identify your style. I would also advise starting small, perhaps with a little stand at a food market, to get direct feedback and build a customer base. While feedback from friends and family is encouraging, getting input from a wider audience is essential.

I promise you, Maxie’s cakes and confections aren’t just desserts; they’re edible masterpieces, each crafted with love and care. She has the potential to become one of the best cake designers in Amsterdam and beyond.

To see more of Maxie’s beautiful creations, follow her on Instagram and visit her website.