How It’s Not Just Cake’s Justine Campbell John Brought Balance to Indulgence and Wellness!
- Athene Parker
- 5 days ago
- 8 min read
When I first met Justine Campbell John, it was not in the context of health, wellness, or transformation, it was through her previous role in advertising. We were introduced after the screening of a short film for which her Music company had composed the score. I remember being struck immediately by her vivacious, sparkling presence, the kind of energy that lights up a room and leaves an impression.
Over the years, our paths continued to cross at industry events, from London screenings to the sun-soaked chaos of Cannes. Each time, Justine radiated that same vibrancy. Later, as I watched the incredible work she was doing with her new venture, It’s Not Just Cake, I asked her to make my wedding cake. And most recently, she created the cakes for the emPOWER Breakfast’s first birthday at the first emPOWERMENt session in April with Barny Wright, and Novembers emPOWERMENt session with Matt Craigie Atherton, the event which marked the closing of our men’s series for this year. Donating them to her industry friends, which was such a gift.
But it was in the lead-up to my wedding, when I broke down in tears over my weight, that Justine gifted me something unexpected and life-changing. In a twist of irony, the baker known for her exquisite, decadent confections handed me the keys to the most successful weight-loss plan I’d ever experienced: the Human Being Diet by Petronella Ravenshear.
Three months later, I had dropped two stone, felt the best I had in years, and understood something profound: indulgence and wellness are not opposites. They are partners in balance. Unfortunately for me that balance is always see-sawing (lol) BUT I now have some strategies.
Before she became synonymous with luxury cakes, Justine carved out a career in the creative industries. After originally training at Le Cordon Bleu and working as a chef in Scotland and London, she moved into advertising, managing her father’s music production company in central London.
It was a world of artistry, storytelling, and pressure creating scores and soundscapes that elevated campaigns and short films. Those experiences sharpened her creative instincts and cemented her reputation as someone who could merge vision with execution.
That foundation later gave her the confidence to reimagine her creative path and she founded It’s Not Just Cake. This wasn’t just about baking, it was about sculpting experiences. Justine’s cakes have graced weddings at the Mondrian Hotel, styled shoots at Claridge’s, and events where clients demand not just flavour, but spectacle. These are not everyday treats; they are edible art, designed for life’s milestones.
What sets Justine apart isn’t only her craftsmanship, though her cakes are extraordinary in design and taste. It’s her philosophy. She sees indulgence as something rare, precious, and meant to be celebrated. Birthdays, weddings, launches, anniversaries those are the moments her work belongs to, not the day-to-day. Now she is fully immersed in the Wedding and Corporate event world creating confectionary perfection.
And perhaps that’s why she could, without irony, be the one to hand me life-changing nutritional advice. She understood instinctively that sugar, beauty, and celebration are luxuries, not staples. It is giving me an appreciation for a treat as opposed to my goto reliance and reward system which isn’t working for me!
When I stick to the Human Being Diet, the weight melts away three to four pounds a week. But life, as it often does, has brought me back to old habits. Three years later, I’ve begun again in a more measured way. This time, not for an event or a dress size, but to heal chronic inflammation, fibromyalgia, and stress-triggered rheumatoid arthritis, the toll of years of parenting a non speaking autistic - with poor sleep, sugar reliance, and stress being my constant companions.
It hasn’t been easy. I’ve watched myself self-sabotage this time, hitting the ‘fuck it’ button (a lot) when I should have bypassed the pudding, oscillating between loss and gain, and wrestling with deeper patterns. But this time, the goal isn’t simply transformation; it’s sustainability, healing, and balance. So I’m going a bit easier on myself and giving myself more achievable goals and looking to set aside time through December and January to really try and concentrate on myself.. The Human Being Diet isn’t a diet its a shift in lifestyle to nourishing yourself to power your body.
And in a way, Justine’s philosophy has been a compass. Her work reminds me that indulgence should be joyful, special, and savoured, just not a daily crutch.
Today, Justine Campbell John is more than a baker. She is a creative entrepreneur who understands the intersection of artistry, indulgence, and wellbeing. She makes the kinds of cakes that stop people in their tracks but she also reminds us that the most beautiful things are luxuries, not lifelines.
I wanted to learn more about Justine’s journey, the pivot and the phenomenal success of her Cake business. So read on!
What was it like leaving your own career trajectory to take on your father’s music production company?
This all happened by accident, literally. I had a bad car accident and couldn’t work for a while so when I was ready to get back to work I went to help out at the legendary Joe & Co (Music) to get myself used to working again…… After a few months the lady that ran the company at the time left and I was asked to take over…….. 29 years in the industry later!
How did working in the advertising and music world shape your approach to creativity?
Working in music and advertising provided me with a unique set of skills and perspectives.
Music and advertising require a high level of creativity.
It helped me create a narrative to engage the customer.. Flavours can evoke emotions making each cake more than just a dessert. In both music / advertising & cake artistry attention to details is crucial
Understanding trends, years of being on top of what was happening in the music and advertising world gave me insight into current trends allowing me to create cakes that are not only visually appealing but that resonate with the customer helping me to guide my clients to what is a fad and what is on trend.
What ultimately led you to pivot back into food, and specifically into baking?
I have no idea, it just happened, I was never a pastry chef. I don't even like desserts and would choose cheese over pudding! I just started experimenting and using it as a creative outlet and it just took off - So much so that it became a hobby, an outlet for friends and before I knew it it was a full blown business!
You trained at Le Cordon Bleu, how does that classical training show up in your work today?
Le Cordon Bleu was the best background I could have wished for. It taught me the technical skills to allow me to execute complex cake designs with precision, ensuring my cakes not only look stunning but also taste exceptional. It taught me flavour pairings, knowledge of ingredients and how they interact. It instilled a strong attention to detail mindset.
What was the scariest part of leaving advertising to formally set up It’s Not Just Cake?
Covid pushed it off a cliff…….. But looking back I was ready to reinvent myself. The landscape had changed so much and not at all what it used to be. I think the ability to be creative has suffered. We were used to sitting with creatives chatting through a brief and it changed to a bunch of you tube clips and links to tracks, no real collaboration, no time for inspiration. The magic of working in music had disappeared for me.
Did you have a “this is it” moment when you knew cake was your path?
I felt comfortable from day one. I moved over to concentrating on wedding cake this year as it really is where my heart is and I feel most able to be creative. I love chatting to couples, getting to know them, hearing their stories and designing their dream cake and then seeing their reactions when its there on the day.
Your cakes are often described as art. How does it feel to channel creativity in this medium?
I absolutely love every minute.
What inspires your designs? fashion, architecture, nature, or something else?
Fashion, nature, sculptures. I really get to delve into what I love for inspiration and that can include music.
How do you balance indulgence with wellness in your own life?
I have a balanced life now. I eat very healthily 90% of the time and train 3 - 5 days a week. I still live by the HBD way of eating, I drink alcohol, but do have big breaks to detox and then I always enjoy it.
Do you think your perspective on sugar and occasion sets you apart from other bakers?
No. I do think my background does though.
What does “luxury” mean to you when it comes to food?
Luxury is good food with good wine, my family and friends.
Do you think of yourself more as a baker, an artist, or a storyteller?
Depends on the day! More an artist I would say.
What has been your most memorable commission so far and why?
Unfortunately I can’t share that memory as I have signed an NDA!
But the entire wedding blew my mind, the creativity, the flowers, table set ups etc were just on another level. Such a shame no one will get to see it other than those that were there or involved.
You’ve created cakes for weddings, styled shoots, even movement-led events like emPOWER. How do you adapt your creativity for different clients?
I take the time to meet them, chat to them and make sure that I understand what they want. Sometimes guiding them into what they need.
What role do ritual and occasion play in the way you think about food?
We sit down at the table to eat as a family every day and entertain a lot it’s just who we are.
Have there been moments when the business nearly broke you and how did you push through?
Delivering a tiered cake makes me feel physically sick every time, nerves kick in and don’t go until the cake is set up and I’m on my way home. I think it’s the same for every cake artist. If that feeling was to go away I think it would be time to find a new career as I think that would mean I didn’t care enough anymore.
Where do you see It’s Not Just Cake going next is there a dream collaboration or venue on your list?
2026 I hope it will be the year that I find my style, grow within the industry and get published in an editorial. I have my sights on a couple of venues but I think I am more about building relationships within the industry, with venues, planners etc
If you could give one piece of advice to someone craving a creative pivot, what would it be?
Do it and don’t look back. Invest in learning from the best. I was lucky I found Dawn Welton’s Cake school - she brings the top cake artists from around the world to do masterclasses in her London Studio. These have shaped who I am as a cake artist.
And finally: what does “balance” mean to you today?
Work hard take a holiday!!! Both my husband and I will work 7 days a week and then take a holiday…. That is balance.
For me, Justine was the friend and master baker who handed me the keys to my greatest weight-loss success for the day that was my most special ever. For her clients, she is the artist who makes their most important milestones unforgettable. And for herself, she is a woman who embodies the balance between beauty and restraint, indulgence and health.
Because as I learned from Justine, it’s not just cake!
If you would like to book Justine for a chemistry call to discuss your event and cake needs you can contact her on Justine@itsnotjustcake.co.uk or - 07768 111010 and she has kindly agreed to offer emPOWER members a 10% discount code emPOWJUS10! For Weddings or Corporates.
Feast your eyes!
Here is a link to research Petronella Ravenshear and The Human Being Diet - There is no shade on anyone’s chosen route for weightloss but for anyone wanting to beat the bulge after Christmas with a proven track record option with a community attached and a nutritional approach then this could be for you. I’m starting the program again after Christmas and my body almost can’t wait to set aside the excesses of Christmas already. If you want to join me on the 1st of January as a HBD Buddy just email me on athene@theempowerbreakfast.co.uk
