We want all our guests, including those within the LGBTQ+ community, to feel that our bakeries are a place to feel at peace and have a Hygge moment. Sometimes those moments lend themselves as a time to reflect and perhaps prepare for important conversations. Our bakeries are also a great place to have conversations; shared over coffee and cake. There are big conversations to prepare for or have sometimes, such as how to deal with coming out, coming to terms with your sexual identity and where to find the support you may need.

Sometimes these conversations need a little guidance or even an unknown ear just to listen. Therefore throughout the month of June, in celebration of London Pride’s 50th anniversary, we are proud to support the LGBTQ+ helpline, Switchboard.


Switchboard is a charity that supports those within the LGBTQ+ community by answering phone calls for those looking to talk to someone or get advice.

Switchboard is one of the UK’s longest running, volunteer led charities serving the LGBTQ+ communities. As a national helpline, they answer approximately 18,000 vital calls and messages each year.

Whilst Switchboard was established to provide vital signposting and information to LGBTQ+ communities, they are a service open to all. Switchboard talk to people from all across the UK, wishing to discuss issues ranging from sexuality, gender identity, mental and sexual health, isolation and more. Whether this is a personal challenge or one facing a friend or family member, they are a confidential, non-directive service - that don't tell people what to do and won't judge. It’s a helpline which are here to listen and support people to make informed decisions for themselves. Every call is unique, and Switchboard prides itself on responding to the changing needs of our communities by providing a service that’s continually evolving and relevant.

“We’ve been here since the first days of the AIDS crisis. And we’re still here now.” - Switchboard

The milestones of the LGBTQ+ communities can be traced back since records began. Switchboard’s volunteers have responded to heart-breaking calls on loss and despair to triumphant messages of acceptance and love.

No matter what issues the coming decades will bring Switchboard is determined to be there, answering people’s calls, all the way.


For this year’s Pride month including London Pride weekend, we will donate 50p of all Pride Brownies sold to the LGBTQ+ helpline Switchboard. All our bakeries across London and Oxford will have the contact details you need available on all our in-store tables, should wish to use our bakeries as your safe place to have those important conversations.


Whether you're concerned about coming out to new people, have questions about safer sex, gender identity, relationship issues or you're feeling isolated - get support from Switchboard's team of trained LGBTQ+ volunteers.

Contact us 10am to 10pm, 365 days a year. Helpline: 0300 330 0630
Instant Messaging: Email:

Twitter: @switchboardlgbt Instagram: @switchboardlgbt Facebook: @switchboardlgbt