Our ambassadors

Coming from varied backgrounds but gathered around the same passion, our ambassadors have agreed to make Roxy & Rich shine everywhere in the world!

I use only the best ingredients inside my cakes so I know they are something I can be proud of; why should the decoration be roxany different? Roxy & Rich give me the numerous colours I need to ensure this happens!

the cake man

Ben has been baking ever since he was able to stand on a box and reach his nan’s worktop in her kitchen. He made his first wedding cake for a family friend whilst he was still at school and, whilst continuing his passion for baking as a hobby alongside his studies in more traditional cheffing at the College of Food in Birmingham, excelled enough to launch a productive career which started in London, and has since taken him around the world working in some of the highest regarded Michelin starred kitchens, and subsequently alongside some of the world’s best chefs. Whether preparing food for the public, aristocracy or wealthy families, Ben’s passion for food has earned him a well-deserved reputation for excellence and this is evidenced by the array of prestigious awards – including British Young Chef for three years running – which now hang in his studio.

After many years, Ben decided to focus on his real dream: to establish a wedding cake-making business in the Midlands which would rival those better known in the Capital. His passion for is work, attention to detail and easy manner with clients have ensured high respect and influence which have been picked up by various media, to which he frequently contributes. He also works with some of the cake world’s most popular brands, for whom he is proud to be an ambassador, and his expertise and input is also helping these sponsors to develop new products such as flavourings and icings.

Ben currently holds one of the enviable positions of Senior Judge at Cake international, the world’s largest cake event and competition, and still manages to make over 100 wedding cake masterpieces each year, running his successful business single-handedly.


I have tried every dust on the market over my 7 years cookie decorating career. I have never used anything as amazing as Roxy & Rich! All of their products are superior above anything I have tried. Using products that are safe and edible provides me peace of mind. The colours are gorgeous, original, and easy to use. I am proud to support a Canadian company!

Mary Valentino

Emma is the name of her daughter and was her inspiration to pursue her passion for baking. She has always baked for family and friends but when her daughter showed some YouTube video on how to decorate with royal icing, she realized a whole new world existed beyond the realm of her basic banana bread and shortbread cookies.

She took the Wilton Cake Decorating Course at a local craft store in April 2013. While the focus was mainly on fondant and buttercream, there was some training on royal icing flowers. At this time, she had no idea that there was so much to create with royal icing! She then stumbled into the cookie world and discovered endless possibilities to channel her creativity. Being a mom of twins and running an online shop, she finds that life can get overwhelming.  Releasing her energy into creating beautiful cookies has become therapeutic and very self-rewarding.

Mary participated in Food Network’s Christmas Cookie Challenge as the only Canadian in that episode. She also became the champion! She was then interviewed on the Ontario Morning Podcast with Wei Chan (CBC Radio One, CTV News, and in the local Bradford Newspaper). Some of her achievements include also several features in magazines such as Party Style Magazine, Cake Masters Magazine, Cake Central Magazine, and Mingle Magazine.

Mary clearly has a talent for teaching her techniques and propagate her passion for cookie decorating. Since 2014 she’s been showcasing her different techniques on her YouTube channel, and she’s also been teaching cookie decorating classes.

She is now an icon in the cookie decorating world.


Roxy & Rich blew me away by checking every single box and has become my go-to for coloring buttercream and chocolate. I had also never been able to find the perfect luster dusts or edible glitters until I tried Roxy & Rich. I use these items on a daily basis and genuinely love their application and effect. 

Sheri Wilson

Sheri is a self-taught cake artist and instructor who started baking cakes about 3 years ago to relieve the newfound stresses of motherhood. After everyone had gone to bed, Sheri practiced smoothing cakes and learned how to hold a piping bag from her small home kitchen.

Fast forward a couple of years, she is the face behind the popular baking account “Cake Design by Sheri” on YouTube and Instagram. What started as a hobby turned into a full-blown business and an opportunity to continue her passion.

Her distinct visual style ranging from rich blacks to explosive neons has had a viral effect in the baking community and has been featured by People, CNBC, POPSUGAR, and Yahoo- and well as multiple publications in Cake Masters Magazine.

Sheri has spent her life traveling around the world and has lived in South Africa, New Zealand, Australia, and now the US with her husband and two children. Her first cake decorating book “Caketopia” is set to hit shelves this holiday season!

“During the process of writing my book, I was set on finding the perfect product to use within my tutorials. I wanted to find a colorant that would create bright vibrant colors without an excess amount of staining and bitter aftertaste which happens with many gel colorings.

Roxy and Rich blew me away with checking all the boxes and has become my go-to for coloring buttercream and chocolate. I have also never found the perfect luster dust or edible glitters until I tried Roxy and Rich. I use these items on a daily basis and in love with their application and effect.

It was an absolute dream come true when Roxy and Rich asked if I would like to become an ambassador for them. I stand behind their products 100% and could not think of a better brand to represent in the baking industry. “