Will You Marry Me? in Icing - The Bakewell Tart Becomes the New Engagement Season Ritual
Published On Friday 12 Sep 2025 by Sticky Beak
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More couples are choosing personal, creative proposals - and a 100-year-old Derbyshire bakery is at the heart of the trend.
As the UK approaches its peak engagement season - the festive weeks between Christmas Eve and Valentine’s Day - The Bakewell Tart Shop in the Peak District is encouraging romantics to swap roses for something far more original: a personalised iced Bakewell tart.
New data confirms that December remains the most popular month for proposals, with 17% of engagements taking place then, followed by February (12%) and August (11.5%). Research also reveals that around 35–40% of British engagements happen between December and February, with over a quarter occurring at Christmas.
At the same time, how couples choose to propose is changing. A recent UK survey found that more than half of couples now shop for engagement rings together, reflecting a cultural shift toward “quiet proposals” that favour intimacy and authenticity over grand public gestures. Other studies show that more than 50% of proposers now feel pressure to make the moment personal and unique, with creativity and meaning valued above spectacle.Against this backdrop, The Bakewell Tart Shop has already received orders for personalised “Will you marry me?” tarts - proof that Britain’s sweetest proposals can come in icing rather than roses.
Owner Duncan Kirk said:
“We’ve had personalised ‘Will you marry me?’ tarts ordered before, and it’s always a privilege knowing our bakes play a part in such special moments. Engagement season is the perfect time to celebrate love in a more personal, thoughtful way - and a Bakewell tart says it with a sweetness, nostalgia, and fun that flowers can’t match.”
The Bakewell Tart Shop, more than 100 years old, recently reopened following a summer refurbishment with a brighter café, refreshed interiors and modern touches such as a global visitors’ map. Located at 18 Matlock Street, Bakewell - the very site where Bakewell tarts are believed to have been sold commercially for the first time - the shop remains a much-loved heritage landmark.
For couples looking to propose in a unique way, personalised Bakewell tarts are available both online and in-store. Each 6-inch tart can feature a traditional romantic phrase or a custom message of up to 20 characters, including proposals. Orders can be placed via bakewelltarts.co.uk/shop for nationwide delivery or collected directly from the shop and café.
Lovingly made by skilled bakers, the tarts follow a closely guarded century-old recipe: a pastry shell filled with raspberry jam and a moist almond frangipane, topped with icing and a cherry. Unlike the more common cake-like versions, the Bakewell Tart Shop’s recipe is known today by only two people.
Couples are encouraged to join in by sharing their tart messages and proposal stories using #BakewellLoveNotes.
For more information and to order your own romantic or proposal Bakewell tart, visit bakewelltarts.co.uk.
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