This month, the Bedford indie spotlight is on SAY Doughnuts, which has been serving up the good stuff on Mill Street for the last four years.
We asked the owners, Aaron Shade and Sarah Ball, to share their insights into running an independent business and what it means to be part of the Bedford indies community.
They’ve got big plans for their little corner of Bedford, so watch this space.
What inspired you to open a business in Bedford?
Bedford is home. We actually started making doughnuts from our kitchen during lockdown, just to keep our heads above water.
People really loved them, and the demand quickly grew.
We then did a Christmas market pop-up, and that’s when we realised how powerful having passing trade alongside online orders could be – it completely changed the game for us.
So when the opportunity came up to open on the corner of St Cuthbert’s and Mill Street, we took it with both hands.
From the start, the goal was to create something fun, high-quality, and experience-led – more than just a place to grab a doughnut or coffee, but somewhere people could enjoy and keep coming back to.
It’s been nearly four years now, and people are still just discovering us!
We’re actually working on bringing even more to the area soon, so keep your eyes peeled.
What’s the best thing about being part of the Bedford indies community?
The support. There’s a genuine sense that everyone wants each other to do well. It’s not overly competitive; it’s collaborative.
You get to know the people behind the businesses, and that makes a huge difference. Customers feel that too.
The best business advice you’ve been given?
Stay consistent and don’t try to be everything to everyone. Focus on doing a few things really well, and build from there.
Also, cash flow is king. It’s not the glamorous side of business, but it’s what keeps the doors open.
What’s your favourite doughnut flavour that you’ve created? And what’s the most popular with customers?
My personal favourites are the zingy, fruity flavours – passionfruit, lemon curd, and even our staple Homer. They always hit.
What I love most is how simple they are – we literally purée fruit and mix it with icing sugar. No colouring, no nasties.
For customers, it’s definitely our classic filled specials. Anything indulgent and nostalgic, like Sticky Toffee Pudding, always flies out.
Which other Bedford indies do you always recommend to customers?
Fancy, on Roff Avenue, is always up there for us.
But honestly, there are so many great independent spots in Bedford – people just need to make a conscious choice to support them over convenience!
It really depends on what someone’s after, but we’re always encouraging customers to share the love with the independents, whether that’s for food, coffee, or something a bit different.
We need strength in numbers, and that’s what keeps the high street alive.
Say Doughnuts, 46 Mill Street MK40 3HD saydoughnuts.com
