At Sponge, we're all about finding joy in everyday moments. Sometimes it's a run along a favourite trail, sometimes it's a catch-up with friends over coffee, and sometimes it's sharing a slice of cake after a long day. That's why we love chatting to people who inspire us to slow down, appreciate the little things, and make more of life's joyful moments. This time, we sat down with Ruth Martin from Finisterre, the Cornwall-born outdoor brand built on community, creativity, and a love of the outdoors. From running trails and building communities to creating a home filled with personality, Ruth shared what brings her joy and why authenticity matters more than perfection.

Finding Joy on the Run

For Ruth, joy starts with movement. What began as a practical way to get home quickly became something much bigger. Running became a place to think, reflect, and reconnect with herself. Whether she's hitting local trails, joining friends for an early morning run, or simply enjoying a moment of peace outdoors, it's where she feels most at home.It's a reminder that joy doesn't always have to be complicated. Sometimes it's as simple as putting one foot in front of the other and if there's a slice of Victoria Sponge Cake, Coffee Cake, or Lemon Drizzle Cake waiting at the finish line? Even better.

Creativity Beyond the Canvas

Having studied Fine Art and Printmaking, creativity has always played a huge role in Ruth's life. But these days, creativity isn't always found in a sketchbook. Sometimes it's creating a welcoming home, arranging bookshelves, or noticing the changing light on a familiar route. It's a lovely reminder that creativity can be found in everyday moments, much like baking a Birthday Cake, decorating a Decorate Your Own Cake, or sharing a sponge cake with family and friends.

Community Makes Everything Better

One thing that shines through when talking to Ruth is the importance of connection. Whether it's through local running clubs, friends, family, or colleagues, she believes joy grows when it's shared. The same could be said for cake. A Super Sharing Cake, Traditional Four Flavour Sharing Cake, or even a box of Traditional Baby Sponge Cakes has a wonderful way of bringing people together around a table. After all, some of life's best conversations happen over coffee and cake.

The Secret Ingredient? Authenticity

When asked what ingredient she'd never leave out of life's recipe, Ruth's answer was simple: authenticity.Being yourself, embracing a little silliness, and surrounding yourself with people who make you laugh. That's where real joy lives. It's a philosophy we love at Sponge. Whether you're sending a Cake Card, celebrating with a Birthday Cake, choosing a Vegan Birthday Cake, or looking for a Gluten Free Birthday Cake to make everyone feel included, it's the thoughtfulness behind the gesture that matters most.

A Slice of Joy

What we loved most about speaking with Ruth was her belief that joy doesn't need to be grand or complicated. It can be found in a morning run, a shared laugh, a favourite coffee, or a well-earned slice of cake. Her approach feels wonderfully simple: be authentic, stay curious, make time for the people you love, and don't forget to enjoy the journey and if that journey happens to include a sponge cake along the way, we're fully on board.

Because at Sponge, we believe life is always a little sweeter when shared.