Two Shropshire women are hoping for the sweet taste of success after spotting a gap in the market and launching their own cupcake business.

Kaye Shaw, and her aunt, Claire Shaw, have set up Queenies Cupcakery in Telford and are already gaining a reputation for creating traditional homemade cupcakes.

National Cupcake Week starts today and Queenies is hoping the campaign will help boost their fledgling business, although the early signs are good after a complete sell-out at Bridgnorth Food Fair.

Kaye said: “We set up business in the last couple of months as we were both tired of our target-hungry jobs in the social care sector. We have both always had a passion for all things with a history and very vintage, and wanted to put ours hands into being creative.

“Claire has moved back from Exeter, and I recently worked for a cupcake business in Sheffield and saw a gap in the market in Shropshire.”

The cupcakes have traditional names like Ruby, an indulgent royal red velvet cupcake; Victoria, a classic, British flavour from a bygone era and Charles, a dense chocolate sponge topped with either cream cheese frosting or chocolate frosting.

Kaye added: “Queenies cupcakery has been born out of a love for all things traditional, British and sweet. Each cupcake is individually handcrafted using local, organic or Fair Trade ingredients.”

The cakes are made fresh to order and Queenies is able to cater for events from a child’s tea party to hen nights and weddings.

During the week Queenies will be carrying out cupcake promotions, although www.queeniescupcakery.com is still under construction. Upcoming events can be found on the company’s Facebook page.