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June 2012 DUBAI -- United Arab Emirates BLOOMSBURY'S UNVEIL "THE MOST EXPENSIVE 'EDIBLE' CUPCAKE IN THE WORLD" THE GOLDEN PHOENIX Bloomsbury's officially opened at The Dubai Mall on Thursday 28th June 2012. The new boutique café in Dubai marks the one year anniversary of Bloomsbury's which opened it's doors to food lovers last year in Abu Dhabi. The new store is located on the lower ground floor of The Dubai Mall and is one of many new locations due to open in the Gulf. Bloomsbury's brings the luxurious taste of London to Dubai with its boutique cupcakes and confectionaries along with world renowned teas and coffees. The opening event at The Dubai Mall was inaugurated by Mr Yusuff Ali MA (EMKE Group) and saw the unveiling of "The Most Expensive 'Edible' Cupcake" named "The Golden Phoenix" using the finest, most expensive ingredients available from around the world. Afternoon tea was served to guests and the setting of the opening was very English indeed, the ambiance was set with street lamps and London street signage, definitely a rare sight for sore eyes at The Dubai Mall. After the ceremonial ribbon cutting, The most expensive 'edible' cupcake, The Golden Phoenix, was rolled in on a lush, Italian, Villari 24 carat gold plated Maria Antoinette Princess Tea Trolley and presented on a 24 carat gold painted Empire Morning Cake Stand with Cloch. The unveiling of The Golden Phoenix presentation exceeded $28,000 (100,000 AED). Curiosity about "The most expensive 'edible' cupcake started at the beginning of June when Ms. Shafeena Yusuff Ali announced that she wanted to attempt the daring task. Since then food bloggers, friends and media had been itching to see and taste the rich chocolate, gold infused masterpiece. Ms. Shafeena Yusuff Ali spent weeks perfecting the taste of the recipe and decore of the cupcake and finalised the top 5 most expensive, tasteful ingredients. Flour - Doves organic flour from the United Kingdom Butter - Rachels organic butter from the United Kingdom Chocolate - Premium Amedei Porcelena cocoa from Italy Vanilla Beans - Gold Ugandan high quality vanilla beans Edible Gold Sheet - 23 carat gold After thorough research it was discovered that no one had ever attempted to bake such an expensive cupcake. The masterpiece which has been named The Golden Phoenix which is only available at Bloomsbury's at The Dubai Mall and is valued at $1,010 (3,700 AED) and presented on a 24 carat gold Empire Morning Cake Stand with Cloch by Villari. Mr Vinay Lall, General Manager of Tablez Food Company said: "We are really excited to have unveiled the most expensive "edible" cupcake in the world, "The Golden Phoenix". We have seen people attempt the most expensive cupcakes before, however those cupcakes are not edible as they are incrusted with diamonds and other components. That is why we decided that we would take the realistic approach and present the most expensive "edible" cupcake in the world using the real meaning of the words "Let them eat Cake"." Bloomsbury's opened its first boutique café in June 2011 at the Al Wahda Mall, Abu Dhabi followed by their second store at Mushriff Mall, selling a record 225,013 cupcakes in just under a year. The concept of Bloomsbury's has been created by young entrepreneur Ms Shafeena Yusuff Ali, daughter of Mr Yusuff Ali MA, Chairman of EMKE group. Other hidden gems of Tablez Food Company include Peppermill (Dubai), De Thali (Abu Dhabi), Tanjara (Abu Dhabi) and soon to come a unique concept Chai Biscoot.