Primrose Bakery

What better excuse for a mid-week coffee than a girly catch-up over cupcakes? The Primrose Bakery is a delightfully dainty shop that beckons you in from the dark with the glow of a pink neon sign. The only problem is that once in there’s very little space to sit. We hovered uncertainly till a nice man let us share his table.

There’s a retro American feel to this place and with all the pastel shades I couldn’t help thinking there should be ice cream. Ice cream sundaes, ice cream floats and girls in fabulous 1950s dresses fluttering their eyelashes. Then the tea came with a decidedly English floral Burleigh milk jug and I noticed there were rather English roses brightening the table.



The cupcakes didn’t quite live up to expectations for me. We had a lemon and a rose one to share. Both cakes were a little too dry and although the lemon icing was wonderfully tangy the rose could have done with being just a little more rose. Still, I couldn’t help but buy two tiny chocolate ones to take home. They were just so pretty...

With Hope and Greenwood down the road this part of Covent Garden is a perfect sweet treat and it was refreshing to find somewhere that was open after 6pm. For me though the Primrose Bakery lacked the cosiness that feminine retro can have and I can’t help feeling that it was all a little style over substance. Perhaps I’m just not a cupcake kind of girl.

Primrose Bakery
42 Tavistock Street, London, WC2E 7PB