Meet Private Chef and Curator of Confectionery: Sarah Alexander

Today’s post is one that I’ve been wanting to do for a long time – it’s an interview with my favourite private chef – Sarah Alexander. Starting your own business is no small undertaking and Sarah, who I’ve known for over 15 years, is making a success of it. Coming from a small town in Natal and taking on Cape Town’s foodie scene is not easy – I must say, I’m impressed!

We chatted to Sarah to ask her a few questions, tried to get her to reveal some of her secrets and convinced her to do a fabulous giveaway that we know everyone will love!

So, who are you Sarah?

 My name is Sarah Alexander, owner and founder of The Secret Ingredient.

I am a Silwood graduate with a post-graduate diploma in enterprise management.

The Secret Ingredient represents a group of passionate people, situated in the City Bowl of Cape Town, that specialise in creating personalised cakes, desserts and wedding favours. Our secret lies in our ability to cater to the individual requirements of each of our clients while always using only the best ingredients.

We are determined to create the sweet delights of your dreams, and we do not limit ourselves by shapes, sizes, designs or characters. We are constantly striving to increase our repertoire by being adventurous, innovative and creative. In addition, your desserts or cakes will be delivered to you anywhere in Cape Town.

The Private cheffing part of my company is designed to offer the best food and service.   You and your guests won’t need to worry about a thing.  We will make sure your fridge is fully stocked and you have absolutely everything you need to make you feel right at home.

What is your favourite part of your day?

The favourite part of my day has to be first thing in the morning as just before the sun comes up.  I find it to be the calmest part of the day.

What favourite projects have you been working on recently?

Recently I have been working on making people out of icing….  Its been really challenging but a great deal of fun.

What fun projects do you have coming up?

In the next couple of weeks I will be focusing a lot of my time to recipe testing.  This is what I like to use the quiet time (winter) for.  All recipes that I come across and haven’t had time to make find their way onto the table for a critique by my boyfriend.

What do you do when you’re not working?


When I am not working / baking I am more than likely doing some form of exercise.  I enjoy being fit and believe in balancing my work and Sas (that’s me) time.

*Sarah’s being modest – in addition to triathlons and yearly Argus cycles – while we were still at school she cycled from Pietermaritzburg to Cape Town…

And lastly, what is the Secret Ingredient?

Some one very special once said to me “cook with love”  and that is what I do everyday.  In each and every cake, cupcake pastry, you will find love.  That is my secret ingredient.

Get in Contact with Sarah:


Telephone: 0837119218


Twitter: @secretsweets

Facebook: The Secret Ingredient

Competition Time on Cape Town Insider!

Sarah is giving away a dozen cupcakes of her most delicious cupcakes to one lucky entrant, enter below!

To enter the competition:

1) Please follow The Secret Ingredient and Cape Town Insider on Twitter

2) “Win with @SecretSweets on @CapeTownInsider – a dozen cupcakes delivered to you! Enter here:”

3) Tell us, in the comments below, why you NEED these cupcakes!

Note: Delivery applies to central Cape Town (CBD and Southern Suburbs)

Competition Closes on Friday 27/07

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