Nice Cakes was created by James in 2011 under the parent name Nice Group London, LTD; the personalized cake company came about after the success of his 2007 startup, The Cake Kit Company. However, Nice Cakes took a big hit during its freshman debut, leaving the company with a $25,775 debt.
Middleton's brother doesn't seem too fazed by the loss, however, and says the company will be bigger and better than ever in 2013.
"It is not uncommon for start-up companies to make a loss in the early stages of development and it is not something I am concerned about right now," he said. "On the contrary I am very excited as after running a pilot over 2012, Nice Cakes will be officially launching later this year with a brand new website and range of products which I am very excited about."
Most of the Middleton family is in a similar business; parents Carole and Michael own Party Pieces, a multi-million dollar company, and sister Pippa aims to be a party planner.
Image: Andrew Crowley