When a cooled cake is ready to frost, self-taught baker Ali Gala usually has a rom-com fil
m or podcast playing in the background. She’s in her zone, piping bag in hand, letting her baker’s intuition guide her to Disco Sugar’s freshest retro design.
“There’s no better feeling than sitting down to a blank canvas after the rush of grocery shopping, prep, baking and dishes,” Gala said. “I love that I get to express my art in a way that is tangible and brings people joy.”
Gala is the owner of Disco Sugar, a social media-operated boutique bakery whose frilly vintage designs are often juxtaposed with bright-colored icing, disco balls and trendy phrases like “Leo Szn.” Whether it be a birthday treat with a pop culture reference, or an elegant multi-tiered wedding cake, Disco Sugar’s bold bakes are meant to look, taste and feel like a celebration.
“For me, I think the joy of baking comes from having a major sweet tooth and appreciating how much a cake can add to a party,” she said.
Vintage style cakes bring Gala back to childhood, reminiscing about all the cool cakes her mom bought for birthday celebrations. “I love that there’s this nostalgic element,” Gala said. “I was totally that little kid sneaking a finger full of frosting from one of the shells at the bottom of the cake.” Growing up, Gala mostly baked with boxed cake mixes, but, as part of a third grade project, participated in a Wilton cake decorating class, where she learned piping basics.
Gala’s baking hobby resurfaced in 2020, when she began sharing to Instagram the progression of her decorated cakes made for friends and family. While some piping skills resurfaced from her lessons at Wilton Studio, Gala learned the bulk of her expertise from Googling techniques, watching Instagram reels and chatting with baker friends online.
That same year, Disco Sugar’s first-ever customer, Alejandra Yuja, was scrolling through Instagram when she discovered Gala’s account @disco.sugar and sent a direct message inquiry about purchasing a girly grunge birthday cake for her Olivia Rodrigo-obsessed sister. From there, Disco Sugar took off organically, originally selling only mini cakes in the first six months.
As Gala became acquainted with the business side of running a home-operated bakery, she continued to perfect her taste quality and began to take on larger, more ambitious bakes. “The taste kept improving, the frosting just got better and better,” Yuja said. “My sister and our friends were all hooked.”
What originated as a creative outlet for Gala has since expanded into a lively network of over 17,000 followers, made up of customers and bakers from around the world. Gala, who plans her weeks to fit in roughly 12 pre-ordered custom cakes, remains the sole baker running Disco Sugar, both in the kitchen and on social media.
Once an order is confirmed, Gala collaborates closely with the customer to ensure their cake dreams come to life. While some book with a distinct vision, others leave it to Gala’s imagination and freestyle piping. One of her favorite cakes — which she prepared for by re-watching the timeless romcom “13 Going on 30” — was inspired by the iconic dress worn by Jenna Rink (Jennifer Garner), garnished with studded stars and edible butterflies.
“She makes every customer feel heard with their ideas,” Yuja said. “I’ve given her creative freedom with some of my cakes and she goes all-in to make the vision happen.”
Frosted facade aside, It’s important to Gala that her cakes taste just as good as they look.
From the classics to a decadent red velvet, Disco Sugar clients can choose from a variety of sponge flavors with jams and whipped frosting fillings to pair. Gala said chocolate is a steady fan favorite, while lemon is a popular request during the summer season.
Though cakes are a temporary treat, clients can bring Disco Sugar’s lasting vibe to their home with faux-frosted tissue boxes, mirrors and photo frames made by Gala and sold at Figgy Studio & Shop on Park Avenue. Gala also hosts several decorating parties each year where, while relaxing to disco music and surrounded by themed decorations, students practice piping techniques and decorate mini cakes with sprinkles, cherries and other embellishments supplied by Gala.
“It’s super fun to meet everyone in person, and I go all out,” she said. “I always leave exhausted but with my heart so full.” instagram.com/disco.sugar
Natalie Rieth is a contributor to CITY.
This article appears in Nov 1-30, 2024.
