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"Founded in Stockholm in 2008 with later locations in New York City and London, this bakery treats the princess cake as a symbol of celebration and positivity; since opening in NYC in 2019 it has sold whole princess cakes as an off‑menu item, building demand through Swedish customers introducing friends and word of mouth, and has responded by adding a reimagined rolled version to the official menu and selling it by the slice." - Bettina Makalintal