The Cake Fairy Crafts is a family-run business based in Somerset, UK, specializing in handmade, edible fondant cake and cupcake toppers. Since launching in 2019, the brand has earned thousands of 5-star reviews thanks to premium ingredients, meticulous craftsmanship, and personal service. As the business grew, founder Marie Ubank needed a professional, automated way to showcase this wealth of positive feedback and build trust with new customers — especially because her custom, edible products cannot be seen in person before purchase.
Let’s take a closer look at how The Cake Fairy Crafts leveraged Fera to streamline review collection, highlight authentic customer experiences, and turn social proof into measurable growth.
Q: What challenges were you facing before using Fera?
"One of our biggest challenges was showcasing the volume of positive customer feedback we were receiving. We had thousands of 5-star reviews, but without the right tools, it was hard to display them professionally on our website.
Another major pain point was the time-consuming process of managing and collecting reviews. I wanted a system that could automatically request, gather, and display reviews without me having to chase customers or format reviews myself.
Because our products are edible and custom-made, building trust quickly with new customers was critical. Without an easy way to highlight real customer photos, testimonials, and repeat buyer confidence, we felt we were missing out on potential sales."
Q: What methods or tools did you try before Fera?
"Before Fera, I tried another review app, but it didn’t offer the functionality, automation, or design flexibility I needed. I also experimented with posting reviews on social media and adding testimonials directly onto product pages, but these approaches were time-consuming and lacked a seamless, professional display.
None of these methods gave me the level of professionalism, automation, or impact that Fera delivered."
Q: Why did you choose Fera?
"Fera immediately stood out because of its clean interface, professional-looking widgets, and automation capabilities. It allowed me to automatically collect reviews, display customer photos, and customise the layout to match my brand. Ultimately, I chose Fera because it gave me a more reliable, visually appealing, and automated way to showcase the thousands of 5-star reviews my business has earned. It made my website look more credible and helped build customer trust instantly."
Q: How are you using Fera on your store?
"I currently sell on Wix, Etsy, and eBay, with my main website hosted on Wix. On my Wix site, I use Fera’s Customer Photos & Videos widget on product pages, along with the Product Reviews widget. These tools make it easy for customers to see real photos, genuine feedback, and social proof all in one place, which has had a big impact on building trust and increasing conversions."
Q: How long have you been using Fera?
"Around two years!"
Q: What results have you seen since implementing Fera?
"Fera has helped us build trust, increase conversions, and highlight the volume of positive feedback our brand receives.
- Importing verified Etsy reviews adds credibility for new website visitors
- Automated review requests have increased monthly review submissions
- Customer photo reviews and written feedback have grown significantly
- Social proof has directly contributed to higher sales, especially from first-time customers purchasing edible products online
Overall, Fera has helped us streamline reviews, highlight our thousands of 5-star ratings, import trusted Etsy feedback, and ultimately convert that trust into measurable growth for our business."
Q: What are your future plans with Fera?
"I plan to continue growing the volume of photo and video reviews and leverage more automation features. As our business expands across multiple marketplaces, Fera will remain a key tool for bringing trusted customer feedback together in one place. For anyone considering Fera, my advice is simple: use the automation tools and showcase as many customer photos as possible. It saves time, builds trust quickly, and helps increase conversions — especially for new visitors.”
Q: How can people learn more about The Cake Fairy Crafts?
"To explore our handmade cake and cupcake toppers, visit thecakefairycrafts.com and see how we combine creativity, premium ingredients, and attention to detail to make every celebration special."
If you are an Wix store and looking to showcase beautiful reviews and automate the review collection process for your online store, visit Fera and start a free 14-day trial.
