Paul Bradford started his own cake decorating business in 2002 but later turned his focus to teaching. He launched the Paul Bradford Sugarcraft School in November 2011 with business partner David Brice.
In 2017, Paul Bradford Sugarcraft School re-branded as Cakeflix and introduced a new technique section, live programming and product testing to the site, as well as introducing a new avenue for cake decorators to make revenue on their cake decorating videos by having them contribute to the site.