About Us
The Story Behind Bake it by Giovannellis
Bake it by Giovannellis began in 2020 by it's founder as you all may know her Ash, inspired by a deep love of cooking and, most of all, baking. Because baking is more than just creating something delicious—it’s about the joy, memories, and connections it brings. Whether it’s baking with your parents or grandparents as a child, experiencing the thrill of nailing your first cake recipe, or the warmth of sharing baked goodies with those you love, baking has a unique way of making moments special.
It’s the laughter shared over freshly baked cookies, the smile on a colleague’s face when you surprise them with a cupcake, or the sheer excitement of a child at a birthday party when they see the cake come out because, as my little niece puts it, “It isn’t a party without cake!”
At Bake it by Giovannelli’s, we’re passionate about bringing this joy into your everyday life. We know not everyone has the time—or the confidence—to bake from scratch. Maybe you’re a beginner, or perhaps life as a busy parent has left little time for elaborate recipes. That’s where our baking mixes come in.
Our mixes are designed to be simple, quick, and stress-free while delivering that delicious, homemade taste you love—without any of the added nasties. With just a few ingredients and a little time, you can fill your home with the comforting smell of baked goods and create cherished memories in the kitchen.
Bake it by Giovannelli’s is here to make baking accessible, enjoyable, and full of joy for everyone. So whether you're baking with the kids, preparing some goodies to share, or creating something special for a celebration, we’re here to help you every step of the way.
About Ash the founder of Bake it by Giovannellis
For me, food has always been more than just something to eat—it’s about connection, love, and the little rituals that make life special. Growing up, our family meals weren’t extravagant (90's childhood), but they were filled with warmth, like using the "fancy glasses" for Sunday breakfast. Though my extended family was mostly overseas, I longed for those big family BBQs, filled with laughter, and the chance to learn treasured baking secrets from my Grandma or my Nonna. I would always cherish the recipes my Grandma would send in the mail (yes before email)
These early moments sparked my lifelong love of baking and cooking, a passion that only grew over time. After a career in finance, I took a leap of faith and enrolled in a patisserie course in Italy. The course—intended to be in English but wasn’t—turned into a life-changing experience that deepened my love for creating in the kitchen and proved that food itself is it's own language.
Back home in Australia, I started my first venture, Giovannellis, focusing on cakes and desserts. But as much as I loved it, burnout eventually led me back to finance. By 2020, I found inspiration in an unexpected place—my oldest friend, who encouraged me to turn my cake creations into something more accessible: baking mixes.
And just like that, Bake it by Giovannelli's was born.
This business is so much more than a brand—it’s a community, a family, and a way to share the joy of baking with everyone, from kids to beginners who need a little boost of confidence. I love teaching baking tricks, empowering others to get creative in the kitchen, and showing that baking doesn’t have to be complicated to be amazing.
Looking back, every twist and turn in my journey has brought me here, and I’m endlessly grateful for it. Bake it by Giovannelli’s wouldn’t exist without this incredible community—and that means you. Thank you for being part of this delicious adventure and for letting me share my passion with you.
As always, happy baking!
Love,
Ash x