Wellington’s Bulgarian bakery offers a taste of home, backed by the Pride in Our High Street campaign

Business is on the rise for a craft bakery in Wellington after backing from Telford & Wrekin Council’s Pride in Our High Street campaign.

A £10,000 start-up grant enabled Kristiyan Dimitrov to launch Nanny’s Craft Bakery, while a further £4,000 diversification grant helped pay for a van for deliveries as well as for new catering equipment, enabling the business to offer personalised photo cakes.

Kris moved from Bulgaria via Spain to open Shropshire’s first bakery making traditional Bulgarian food in 2019.  Kris and his team have put in long hours at his premises in Wellington’s Crown Street to build the business, which offers a selection of traditional Bulgarian and English sweet and savoury pastries and snacks, all prepared by hand and baked on the premises.

He said: “Our artisan bakery is inspired by my grandma, a lovely person who loves to bake pastry and sweets for all, and we use her own secret recipes. 

“Telford & Wrekin Council believed in my dreams and with the help of the Council’s Pride in Our High Street grant I’ve reached my goals. It’s important to find the right people who believe in you. When you do, you can achieve anything.

“Ever since we’ve opened our doors, the community has welcomed us and shown us wonderful support, with lots of customers returning time and time again.”

Kris studied economics in Bulgaria, lived in Spain for five years and in 2013 moved to London, before settling in Telford and learning English from scratch.

Now Kris is currently finishing his Level 2 baking course, whichwill provide him with new practical skills in making English breads and confectionery products, soon to be added onto the Nanny’s Bakery menu. 

Thanks to hard work and imaginative thinking about how to reach its customers, even a global pandemic hasn’t held the business back. After being closed for a month due to the coronavirus the bakery changed its business model by doing deliveries and providing products to other shops. 

The deliveries have gone so well that Kris and his team continue to offer this service and have had messages from would-be customers begging them to deliver further afield.

The bakery also sends regular treats to the Princess Royal Hospital as a small token of appreciation for the incredible work NHS key workers do every day. 

Kris contacted Telford & Wrekin Council in February 2019, securing support from an inward investment officer with labelling of food products. The business was then introduced to the Pride in Our High Street project as a candidate for grant support.  The business has brought back into use an empty retail property in the centre of Wellington, supporting the regeneration of the town’s high street.

Cllr Lee Carter, Telford & Wrekin’s Cabinet Member for Neighbourhood, Commercial Services and Regeneration, said: “Kris and Nanny’s Bakery are exactly the kind of business our Pride in Our High Street scheme aims to support entrepreneurs providing a service and helping maintain the unique nature of the retail offer across the borough. 

“His hard work and success are a validation – if any was needed – of the value of this scheme, supporting our high streets and ensuring they remain an exciting, attractive and vital part of our communities. 

Cllr Graham Cook, ward member for Haygate, added: “Nanny’s Bakery has become a firm favourite with shoppers in Wellington – and from further afield.  And the pastries are delicious!”

Meanwhile, Nanny’s Bakery has been nominated as a High Street Hero under the Pride in Our High Street scheme for the success of its investment in Wellington, with awards on the way later this year.