Behind every cake at CCT Sydney is a story of persistence, creativity, and love. From humble beginnings in a home kitchen to a bustling storefront in Minto, founder Alfia Karim Thufail has built more than a bakery, she’s created a space where people come to celebrate life’s sweetest moments. Her journey is one of passion and purpose, showing that great things can rise from the simplest ingredients.
How a cupcake sparked a dream
For Alfia Karim Thufail, the founder of CCT Sydney (Cup, Cakes & Things), baking wasn’t part of the plan. It started simply: with a box of cupcake mix from Woolworths and a birthday celebration for her daughter. “We didn’t have to buy it, I thought. We can just make it at home,” she says. “I had plenty of time. We made the cupcakes, and I just loved the process. It was very calming, very soothing.”
That moment sparked something lasting. “She [her daughter] took them to school and came home saying everyone loved them. That’s how I think CCT was born,” says Alfia. By 2018, baking had moved from pastime to passion, and within months, she began taking small orders from friends. “I had never baked before that point. I’d never even switched on an oven,” she laughs. “But I just kept practising until I was good at it.”
From home kitchen to handcrafted perfection
As her confidence grew, so did her ambition. Alfia discovered a love for buttercream, particularly Swiss meringue buttercream, known for its smooth texture and delicate sweetness. “It’s one of the most premium buttercreams out there,” she explains. “It’s less sweet and gives this subtle vanilla flavour. You can create amazing finishes, and it tastes beautiful too.”
Determined to master her craft, she invested in online courses, taught herself food photography, and shared her creations online. “I borrowed money from my husband to buy a camera and cake stands,” she says. “I started photographing my cakes and showing people what I could do, even before I was capable of it.” That mix of courage and creativity quickly gained attention, with her signature sleek buttercream designs setting her apart.
Her big break came when her cakes went viral on Instagram during the pandemic. “With everyone stuck at home, I started posting Reels,” she recalls. “By my fifth or sixth video, I went viral. People would comment, ‘What transition is she going to do next?’”
Building CCT Sydney
By late 2023, Alfia’s social following had exploded, and her cake business had outgrown her garage. Encouraged by her husband, she launched CCT Sydney’s first pop-up to test the market. “It was the hardest two weeks of my life,” she says. “I’d wake up at 3am, bake and pipe all the cupcakes, then sell them myself all day. But customers loved it. That’s what gave us the confidence to open our store.”
Today, the CCT Sydney storefront in Minto Mall has become a destination for celebration. The menu is filled with creations like bento cakes: petite, hand-decorated cakes designed for small moments of joy. “Even something simple, like getting a new job, deserves a little celebration,” says Alfia. “That’s what our bento cakes are for.”
Among the favourites are her rich red velvet and the San Sebastian cheesecake, a recipe she perfected after discovering it on a trip to Turkey. “I tried it over and over again until I created my own version,” she says. “It’s one of the most underrated desserts in our store. If you try it, you’ll fall madly in love with it.”
Powered by people, and the right tech
CCT Sydney now runs with a growing team of 17 people across the shop and pop-ups, with Alfia leading design and her husband, Tufi, managing operations and finance. “I can’t do finance,” she laughs. “What I can do is spend money trying to make things prettier.”
From their first pop-up to the flagship store, Square has been part of the journey. “Square came with us from day one,” says Alfia. “It was easy to use and affordable. I’m not a techie person, but Square was simple, and their customer service was amazing.”
Today, CCT Sydney uses Square Register with Square Point of Sale for smooth in-store transactions and quick payment links for custom orders. “About a quarter of customers call to order,” Alfia explains. “We just send them a payment link. It’s so easy.”
They’ve also embraced Square Online to streamline digital orders. “We’re building our website now and working on SEO,” says Alfia. “Right now, we get 10 to 15 online orders per week, but we’re aiming for 50 to 100.”
Challenges, balance and belief
As it turns out, you can’t just make delicious, enticing cakes when you run a business. “Everything is a challenge,” Alfia admits. “I was very peaceful before,” she laughs. “Now I manage staff, production, marketing, and rent, all while trying to make sure every product is sold.”
But through it all, she stays focused on what matters most: happiness. “The most important thing is the customer being very, very happy and pleased with what we create for them,” she says. “I want the moment to be remembered forever.”
I want people to come here because of how good we are, because of how we make them feel when they’re here.”
Alfia Karim Thufail → Founder
Her dream for the future is just as grounded: “One day, I want CCT to run without me. I want to spend more time with my family. My ambition isn’t to build an empire, it’s to have balance.”
