When we first heard of a mysterious Secret Tart Club bringing women together across Nottingham, we didn’t know what to expect. Lucy Campion attended the club’s summer soirée and spoke to founder Sabrina.
In the era of social media and ‘always on’ culture, true secrecy has become a rarity. Everyone wants the details immediately or they lose interest. The mystery surrounding the Secret Tart Club (STC) is what makes it so intriguing.
A networking group for ambitious women, STC promises connection over tea and the most delicious French tarts you will find outside of France - if you can trust the unknown. All event details (including the location) remain under wraps until the last moment.
As the summer gathering approached, Sabrina faced pressure to reveal information but staying true to her vision mattered more. “Everybody was saying you need to disclose the location of the event but I said no. I knew I was probably taking out more than 50% of the people who might buy tickets by not sharing details, but I was okay with that.”
Surprise was non-negotiable for Sabrina. “I love being surprised and try not to judge things before experiencing them. I come with an open mind and full heart. I want people to arrive at Secret Tart Club, not knowing what to expect, then experience something that makes them go ‘wow!’.”
STC grew organically from Sabrina’s French tart business, which she runs with her husband. “It all started with Lily Rose Tarts. Whenever we delivered our tarts, I would always stay by the door chatting!”
“99% of our customers are women and I realised how much we had in common, so I thought it would be interesting to bring them together. I wanted to create a nice setting with a creative, elevated vibe and our product at the centre.”
Facilitating networking opportunities was also part of her motivation.
“I believe that to succeed you need to surround yourself with the right crowd. You cannot succeed alone. I wanted to do this for myself and others.”
The signature tarts were also born from a little secrecy, after some suspiciously good home baking from Sabrina’s husband led to a revelation. “When we married, he said ‘I don't cook, I don't bake’ but then he told me he would help out at his sister’s bakery as a child and the skills never left him.”
“When he came up with the final product, it was incredible. In French we say ‘convivial’, meaning bringing people together. You slice a tart, put it in the middle of the table and everybody enjoys.”
This sense of connection extends from the tarts to every STC event. “My motto is take the risk or lose the chance,” says Sabrina. “I didn't want to do what is trendy or what definitely works, I wanted to do it my way. I thought, ‘Okay I might not have the right tools or contacts, but I know how to create magic’.”
And magic was certainly felt at STC’s summer gathering, set in the dreamy grounds of Blotts Country Club. Guests dressed in their finery for motivating talks by female entrepreneurs, a market showcasing women-led businesses, elegant afternoon tea and, at the heart of it all, a spectacular display of French tarts.
Follow @lily_rose_tarts on Instagram for news of future events.
We have a favour to ask
LeftLion is Nottingham’s meeting point for information about what’s going on in our city, from the established organisations to the grassroots. We want to keep what we do free to all to access, but increasingly we are relying on revenue from our readers to continue. Can you spare a few quid each month to support us?
