When eLocal recently asked whether Britain's cake shed craze could take off in New Zealand, we never imagined the answer would arrive in our own inbox. But that's exactly what happened when Queenstown baker Rosie Cunnington got in touch. Her story is one of creativity, courage, community trust and the extraordinary things ordinary New Zealanders can achieve when they're given the opportunity.
There are some stories that simply make you smile. And every now and then, one comes along that reminds us why we love telling the stories of New Zealanders who are prepared to have a go.
A few weeks ago, eLocal published an article exploring the growing popularity of Britain's roadside cake sheds. These delightful little self-service bakeries, often operating on an honesty-box system, were capturing hearts and tempting taste buds across the United Kingdom. We wondered whether something similar could flourish here in New Zealand, particularly in communities where roadside produce stalls and honesty boxes have long been part of our way of life.
Well, wonder no more.
Not long after publication, a message arrived from Queenstown.
"Hey! I've just seen your post about cake sheds in NZ and if you think they'd work over here. I've been running mine in Queenstown since last year and as far as I'm aware, it's the first of its kind in NZ."
The message came from Rosie Cunnington, the wonderfully enthusiastic owner and creator of Oh Crumbs Bakery.
And what followed was a conversation that left us smiling.
A Little Shack and a Big Dream
Rosie's love of baking began when she was young, experimenting with recipes and sharing her creations with friends and family. Over time, that childhood enthusiasm developed into something more serious, although she continued working as a swimming teacher at her local pool.
But Rosie had another passion. She loved creating things.
From designing her own branding to building and painting her cake shacks, she wanted a business that reflected her personality, imagination and love of baking.
"I've always had a love for baking, dating back to when I was young," Rosie told eLocal. "What started as experimenting with recipes and baking for friends and family slowly developed into something more."
Inspired by the honesty flower stalls she had seen, Rosie began wondering whether the same concept might work for home-baked treats.
The idea was beautifully simple. Build a small roadside shack, fill it with delicious baking, allow customers to choose what they wanted and trust them to pay.
No elaborate shopfront. No complicated retail operation. Just a creative idea, some freshly baked goodies and a little faith in the honesty of others.
After speaking with the local council and receiving the go-ahead, Rosie decided to give it a try.
But even the most enthusiastic entrepreneurs have moments of doubt.
The Shack That Stayed in the Garage
Here's our favourite part of Rosie's story.
Having built her first cake shack, Rosie couldn't quite bring herself to put it outside.
In fact, it sat in her garage for more than a month.
Why?
Because she'd convinced herself the whole thing might be a terrible idea!
"My first shack sat in the garage for over a month because I'd managed to convince myself it was a terrible idea and that nobody would actually buy my baking!" she confessed.
It's a wonderfully human admission, and one that anyone who has ever started a business, written a book, recorded an album or pursued a dream will recognise.
That little voice asking, What if nobody likes it?
Fortunately, Rosie eventually ignored the doubts and took the plunge.
At the end of October 2025, she launched her first honesty bake shack at Hanley's Farm in Queenstown.
What began as a modest experiment to introduce her baking to the community and hopefully attract a few custom cake orders was about to become something considerably bigger.
From One Shack to Four
Rosie had no idea how people would respond.
But respond they did.
By January 2026, the little baking venture was gaining real momentum. Customers were discovering Oh Crumbs, returning for their favourites and embracing the convenience and novelty of the honesty-box system.
As demand grew, Rosie established a second permanent shack in Shotover Country and introduced a pop-up operation that could move between different neighbourhoods.
Today, Oh Crumbs has four shacks operating each week.
For someone who once worried that nobody would buy her baking, that's quite an achievement.
"What started out as a little blue shack outside my home has grown into something far bigger than I ever imagined," Rosie says.
And the photographs she shared with eLocal tell their own delightful story.
A beautifully decorated pink-and-white bake shack, filled with flowers, colourful packaging and shelves of tempting treats. Cookies, brownies, cake tubs and other delicious creations, all presented with the sort of attention to detail that reflects the personality of the woman behind them.
Among the favourites are Rosie's Nutella Kinder Stuffed Cookie and Lemon Meringue Cookie, both of which have earned permanent places on her menu.
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The shacks operate from Thursday to Sunday, with the selection changing regularly.
Built on Trust
Perhaps the most heartwarming part of Oh Crumbs is that the business operates on an honesty-box system.
Customers select their treats and pay according to the instructions provided, without needing someone standing behind a counter.
It's a wonderfully old-fashioned concept in an increasingly complicated world.
And according to Rosie, the Queenstown community has embraced it.
"Oh Crumbs Bake Shack now runs on an honesty box system, which has been embraced so warmly by the local community," she explains.
There is something rather special about that.
At a time when so much of modern life seems dominated by suspicion, regulation and bureaucracy, here's a small business demonstrating that trust and goodwill can still form the foundations of everyday commerce.
It's not just about buying a cookie.
It's about a community supporting someone who has taken a chance on an idea, and a business owner trusting that community in return.
Growing Without Losing the Joy
Rosie is also refreshingly thoughtful about the future.
While she initially imagined opening more permanent locations, experience taught her that bigger isn't always better.
As a one-woman operation, she quickly recognised that running multiple permanent sites could become overwhelming.
Instead, she developed a pop-up model that allows her to reach new communities without taking on more than she can comfortably manage.
"It's important to keep growing the business in a way that allows me to enjoy what I do without stretching myself too thin or risking burnout," she explains.
That's an important lesson for any aspiring entrepreneur.
Success isn't necessarily measured by how many premises you operate, how many employees you hire or how quickly you expand.
Sometimes success means creating a business that provides an income, brings happiness to others and still allows you to enjoy getting up in the morning.
For Rosie, creativity remains central to everything she does.
From experimenting with flavours to decorating her shacks and developing the Oh Crumbs brand, she has built something that is distinctly her own.
And judging by her photographs, she's having a wonderful time doing it.
Inspiring a New Generation
Perhaps the most exciting development is that Rosie's success is already encouraging others.
She says she has received enquiries from people around New Zealand interested in establishing their own honesty bake shacks.
"I've also had so many enquiries from people across New Zealand who are interested in setting up their own honesty bake shacks," she says.
"It's been lovely to see the concept starting to pop up in other places, and I'm sure we'll see plenty more of them in the future!"
Rosie believes her original Queenstown shack may have been among the first of its kind in New Zealand, although that distinction has yet to be independently established.
But whether she was first or simply among the pioneers hardly matters.
What matters is that she had an idea, found the courage to try it and created something that other people now want to emulate.
And that's how many wonderful small-business movements begin.
One person has a go. Others see what's possible. Before long, an idea that once seemed unusual becomes part of everyday life.
Will This Make New Zealand Stronger?
On a day when New Zealanders are considering the direction of their country, Rosie's story offers a timely reminder of something important.
A strong nation isn't built by governments alone.
It's built by people.
By the bakers, builders, growers, inventors, tradespeople, artists and countless other New Zealanders who turn their talents and ideas into something useful.
People like Rosie Cunnington.
Our political leaders, whatever their party, should recognise the value of these enterprising individuals and ask a simple question when developing policy: Are we making it easier for people to have a go, or are we putting unnecessary obstacles in their way?
Of course, food safety, consumer protection and sensible local requirements matter. Rosie herself did the responsible thing by approaching her council before launching.
But regulation should be proportionate, understandable and practical for the scale of the enterprise. A small home-based baker should have a realistic pathway to operate safely and legally without facing the same administrative burden as a large commercial operation.
Nor should success have to mean becoming a national chain or employing hundreds of people.
A thriving local business that supports its owner, serves its neighbours and inspires others is a success worth celebrating in its own right.
Imagine how much stronger New Zealand could become if more people with creative ideas felt confident enough to pursue them.
Imagine the opportunities in our small towns and rural communities, where an unused corner of a property, a modest workshop or a home kitchen could become the starting point for something special.
The role of good public policy should be to make responsible enterprise possible, not unnecessarily difficult.
Sometimes the Sweetest Things Are Simple
When eLocal first explored Britain's cake shed phenomenon, we asked whether New Zealand might be ready for something similar.
We didn't expect the answer to arrive so quickly, or in such a delightful way.
But thanks to Rosie Cunnington, we now know that the idea is already flourishing in Queenstown.
And perhaps the most encouraging part of her story isn't the growing number of shacks, the delicious cookies or even the beautifully decorated little bakery.
It's the generosity of spirit behind it.
Rosie didn't contact eLocal looking for praise. She saw our article, recognised an opportunity to share her experience and generously offered to help us understand how the concept works.
That willingness to share ideas, encourage others and celebrate the simple pleasures of life is something worth preserving.
Because sometimes making New Zealand stronger doesn't begin with a grand government announcement or an expensive new programme.
Sometimes it begins with a young woman, a little shack in her garage, a handful of homemade cookies and the courage to open the doors.
Oh Crumbs, Rosie. What a wonderful example you've set.
Discover Oh Crumbs Bakery
Follow Rosie and her delightful creations on Instagram: @ohcrumbsbakery__.
The Oh Crumbs bake shacks operate in the Queenstown area from Thursday to Sunday. Check Rosie's Instagram for current locations, pop-up announcements and the latest treats.
Previously on eLocal: Could Britain's Cake Shed Craze Take Off in New Zealand?
Photographs supplied by Rosie Cunnington / Oh Crumbs Bakery. Used with permission.