When Rita Law arrived in London from Hong Kong in early 2020, she expected a brief pause in her career in advertising. But like many others, the pandemic brought a change of plans, and opened up something entirely new. What began as a quiet hobby during lockdown has now grown into Crumbs & Munch, an East London micro bakery known for its mini banana breads, deluxe muffins, cookies, and East Asian-inspired bakes.
Based in her home kitchen, Rita’s approach is personal and considered. Everything is made in small batches. Nothing is rushed. And it’s all rooted in connection.
“There’s something really special about seeing someone enjoy something I’ve made from scratch,” she says. “Crumbs & Munch isn’t just about baked goods. It’s about sharing a little warmth, one slice at a time.”
Starting small, growing naturally
Crumbs & Munch officially launched in August 2024, but its beginnings were informal. A few bakes shared with neighbours led to word spreading through her local community. Encouragement from friends, and an invitation to try a Tree Shepherd market, gave her the confidence to take things further.
“Having a physical space to present my bakes, even just for a day, was incredibly important. Especially when you’re working from home, being able to meet people face to face and hear their feedback is a huge step forward.”
Rita joined the Thrive Monthly Pop-Up Market at Surrey Quays Shopping Centre, where she quickly built a local following. Customers returned, told their friends, and helped the business grow, not through big campaigns, but through genuine word of mouth.
Support that made a difference
For a new business operating without a storefront, visibility can be one of the biggest hurdles. Tree Shepherd’s market programme gave Rita the chance to meet real customers and test new products in a low-pressure setting.
“It may seem like a small thing, but access to a welcoming market stall makes a huge difference. It’s where confidence builds. It’s where people start to recognise your name. And it helps you feel that your idea has a place in the world.”
That visibility paid off. Crumbs & Munch was recently featured on the cover of Wharf Life newspaper, a proud moment that brought a flurry of new interest and an invitation to join another local market in Bermondsey.
A vision rooted in community
Rita’s goals for Crumbs & Munch are clear and steady. She wants to grow the brand slowly, build deeper relationships with her customers, and one day open a permanent space, a café that feels like home, where the community is just as important as the cakes.
In the meantime, she hopes Tree Shepherd will continue offering flexible opportunities like the monthly markets, and help founders like her build practical skills around pricing, scaling, and long-term planning.
“It’s easy to feel overwhelmed when starting out. But Tree Shepherd makes the path feel less lonely. The team is friendly, the support is real, and you’re surrounded by others who are figuring it out too.”
Advice for others
When asked what she would say to someone thinking about starting their own venture, Rita’s answer is simple.
“Start small. Share what you love. Don’t worry about having it all figured out, just begin. And remember that encouragement often comes from the places you least expect.”
Where to find Crumbs & Munch
Rita is a regular at Tree Shepherd’s Thrive Monthly Pop-Up Market in Surrey Quays Shopping Centre. You can follow her baking journey and market appearances at:
📍 Instagram: @crumbsnmunch
📍 TikTok: @crumbsnmunch
Whether you’re after a muffin, a slice of banana bread, or just a warm chat over cake, Crumbs & Munch is worth a visit.
