Dulce Limited, co-owned by Paula and Alexandru Iliescu, began as a small cake shop founded by Paula's mother in 2005. They expanded the business significantly after taking over in 2013, introducing a range of Eastern European foods and cultural products in response to the growing local community in Romford. Their new shop on South Street has become a key part of their strategy to engage diverse customers, offering more than just baked goods and aiming to introduce consumers to various cuisines.
Paula and Alexandru Iliescu took over Dulce Limited in 2013, transforming it from a cake shop into a thriving business offering Eastern European groceries and cultural items.
The aim of the business was to encourage people to explore diverse foods, with the new South Street location significantly contributing to their successful outreach effort.
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