The Heroine’s Journey of Elika Ashoori

What is the best thing that I love about my work?
I love the artistic freedom my work gives me. For me cake design is an edible art medium that allows me to express my emotions and channels my feelings in a creative process that is both challenging and delicious!

What is my idea of happiness?

First and foremost knowing my loved ones are happy and healthy. Second, the ability to travel and meet new people and cultures. Dogs also make me deliriously happy. I have three beautiful dogs myself and my dream/long term goal is to open a dog sanctuary in a country where they’re most needed. 

What is my greatest fear?

My greatest fear is growing old without having any achievements to show for it. I would hate to leave this life without having made something change for the better. I need my life to have meant something.

On a less philosophical note, I am terrified of flying. It hasn’t yet stopped me from travelling the world, but I have an extremely unpleasant time on planes! 

What is the trait that I most deplore in myself?

My crippling inability to say ‘No’ from fear of of disappointing people! 

Which living persons in my profession do i most admire?

Sona Karapetyan at Lima Cakes is the best cake artist I know. After attending one of her classes, we continued to keep in touch and became good friends. It’s both a privilege and honour for me to call her a friend because she is the most well rounded, diverse cake artist out there, while very down to earth, real and not at all pretentious. Plus she has an amazing sense of humour! 

What is my greatest extravagance?

The only things I spend a lot of money on are travel, food and animals! Apart from it being the only time I actually manage to have time off, the wealth of knowledge one gains from travelling the world is, to my mind, priceless. I similarly would  be more than happy spending money on exploring new foods as well as donating money to small animal sanctuaries. 

On what occasion would I lie?

I absolutely despise lying. I think lying is equal to cowardice and completely unnecessary. The only time I can think of when I’ve told some fibs were when someone asks me my weight and I knock a kg or two off!! 

What is the thing that I dislike the most in my work?

I sometimes really dislike the long hours that can be very physically and mentally demanding. I don’t dislike the work itself but I do sometimes feel sad when the work goes unappreciated. I believe appreciating cake design as an art form still has a long way to go before becoming an accepted like other mediums such as painting, photography other visual arts in our culture . There are still many people out there who would demand a lot for a little price. Coming from an Art History background, I feel this is one of the areas I should strive to make a change in within my field.

When and where was I the happiest, in my work?

I am always happy when I work. Especially when designing new cakes. It’s very difficult for me to finish a piece, but the moment I finally make the decision to finalise my work and look at the finished product I am happiest. I’m also very happy with clients are happy! 

If I could, what would I change about myself?

I’d probably teach myself to be a bit better with money! I have a tendency to struggle with saving money! 

What is my greatest achievement in work?

I think the sole fact that I created my company from nothing and have managed to make it into something successful is an achievement for me! 

Where would I most like to live?

Definitely somewhere hot, sunny and by the sea! As cliche as that sounds, I have made a vow to myself to relocate to somewhere like that by the age of 40! 

What is my most treasured possession?

My dogs! 

What is my most marked characteristic?

I am always smiling…For any other ones you’d have to ask other people! 

What is my most inspirational location, in my city?

In my city my home is my inspiration. I am the most creative when I’m in my own space, surrounded by people and things I love. 

What is my favorite place to eat and drink, in my city?

So many many many places!! Eating is one of my favourite things! For sweets and desserts, I’d say Mamason’s Dirty Ice cream is my favourite place to go because they have Ube and Guyabano flavoured ice creams inside hot sweet filipino breads and those are hard flavours to find in London! My mouth is watering already! 

What books influenced my life and how?

I’ve read many influential books that have affected me in different ways, but if I had to choose, Paulo Coelho’s By The River Piedra I Sat Down and Wept would be my choice as it really touches on some aspects of life I hold dear to my heart and hits too close to home. 

You Only Die Once. What music would I listen on my last day?

Angus & Julia Stone ‘For You’  my favourite song ever! Also anything Fleetwood Mac or Dolly Parton! 

Who are my heroes and heroines in real life?
My Parents 

Which movie would i recommend to see once in a lifetime?

The Big Fish By Tim Burton 

What role play stories in my life and work?

I love stories. I read a lot, I watch a lot of movies and I’m almost always listening to podcasts. Stories are the only way we can live in other people’s shoes and truly understand life outside of our own bubble. Life without stories would be pretty dull!

What do the words ‘You are the storyteller of your own life’ to me?

Ultimately we are responsible for the choices we make in life. Our decisions and actions are the only things that will define us in the end. We should strive to making them count! 

Who is my greatest fan, sponsor, partner in crime?

Probably my parents, my partner and my dogs!!

Which people or companies would I like to work with in 2021/2022?

I can’t think of any companies that could make a huge difference to my career! I can think of individuals and places, but creatively speaking I believe I’m solely responsible for any progress and development! 

Which people in my profession who can make a real difference in my creative career would i love to meet in 2021/2022?
I can think only of Sona at Lima Cakes, Julian Angel at HistoriasDelCiervo Helena at Fleur de Lys Atelier . These people have definitely changed the way I view cake design and push me to broaden my artistic horizons every day.

What project, in 2021/2022, am I looking forward to work on?

I am hoping to finally have my own studio where I can create away from distractions, where I can also create a space for meeting with clients and fellow artists. 

Where can you see me or my work in 2021/2022?

Anywhere anyone gets married in the UK or via my social media accounts! 

What do the words “Passion Never Retires” mean to me?

This reminds me of a joke a fellow cake artist told me: ’I didn’t want to be stuck at a 9 to 5 job, so I became self employed and now I work 24/7.’

If you want your passion to grow, it’s not all rainbows and butterflies! Nurturing passion takes time, effort, hours and hours or work, hardship, disappointment and feelings of not being good enough. If despite all of that you wake up every morning looking forward to doing what you’re passionate about, you have found your calling! 

Which creative professionals should Peter invite to tell their story?

The same individuals I mentioned above! 

How can you contact me?

You can contact me via my website and I’m sure to get back to you as soon as I can! 

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