It's Not Love, Actually: Two rival bakers. One Christmas market stall.

by Ellie White

Two rival bakers. One Christmas market stall.
When a corporate bakery giant sweeps into London’s Riverside Christmas Market, rival bakers Ava and Max are left with one chance to save their beloved businesses; share a Christmas market cabin on the sparkling, snow-dusted banks of the Thames.
Their families have been at odds for decades, their feud the stuff of local legend, but working side-by-side beneath the golden glow of twinkling lights and mistletoe soon stirs up more than just Christmas spirit.
It could be a second chance at love… or a recipe for disaster.

177 pages, Kindle Edition

Published November 1, 2025

Reviews

[Meg O'Hara · Rating 4 out of 5]

I received this book as an ARC and truly enjoyed spending my evening with it. I started and finished it in a night which was the perfect way to unwind from a busy day.

This 🌶️🌶️🌶️ story really brings together a storm of opportunities to create the perfect setup. A family rivalry born of decades, a lost chance at love, and learning that sometimes what’s right is worth the fight pulled and held my attention throughout the story.

I loved the holiday-time setting but nowhere did it feel forced or overdone. I felt that Max and Ava were able to stand on their own within the story supported by an interesting cast of characters (I’d like there to be a few follow on stories because I’m sniffing out some possibilities here!!).

While the conflict did seem to wrap up quickly I don’t think a drawn out tying of loose ends would have been appropriate here. I enjoyed the pacing and how the story left be feeling fulfilled and happy.

Thank you for the experience Ellie! Now I want warm cinnamon buns! Cheers!

[Annette Megaughin-Helder · Rating 4 out of 5]

“Two rival bakers. One Christmas market stall. It’s not love, actually”.

No, it’s not Love Actually. It’s Romeo and Juliet if they hooked up, then actually waited till they were older before doing it again (when being forced to work in close proximity).

Their fathers used to be best friends, business partners and very well-known in their London neighbourhood. But they fell out, and now Max and Ava are made to hate each other.

When the yearly Christmas market comes around they are told they have to share a booth because a big National rival has taken over Max’s spot. And not only that, they also have to come up with a way to work together if they want to compete with the big brand influencer’s favourite.

They get along like a house on fire, both at the market and between the sheets. But when the dads find out, hell breaks loose. Will the new-found peace shatter, or can they live harmoniously ever after?

This was a lovely Christmassy read. Genuine chemistry, plenty of spice 🌶️🌶️🌶️🌶️ and two heroes you want to root for from page 1.

A great book to snuggle up with enjoying some hot chocolate and a cinnamon roll.

[Rebecca Pipia · Rating 4 out of 5]

It’s Not Love Actually
By @elliewhite_writes

•enemies to lovers

Firstly,thank u to Ellie for letting me arc read this book..
Loved it,read in one sitting..and couldn’t put it down..
Enemies to lovers just has something about it doesn’t it..
The passion and chemistry is just all that more sizzling hot!!
And Max and Ava had that in spades..
This will have u wanting to jump straight on a train into central London and taking a stroll whilst grabbing a hot chocolate and baked goods!
Family,friendships and so much more,this is a perfect Xmas read..
Now I need to go purchase some tinsel! (If u know,u know😜)

#itsnotloveactually #elliewhite #arcreader #bookstagram #bookstagrammer #xmasreads #booksareforlife #booksaremyhappyplace #streetteam

[Erin Ellison · Rating 5 out of 5]

***Alexa add tinsel to the shopping list**
**Alexa add Max to the shopping list**
Max and Ava's story was incredible! I fell in love with both characters quickly. The premise of the book is intoxicating. Nothing like a very long family feud/rivalry during Christmas. This book flows nicely giving you a mix of present with sprinkles and hints into the past that pieces the entire fued and their relationship in its entirity together. I loved the strong friendships throughout too. Whether it was best friend or sibling the author does a great job at showing how important those connections are. It's a slow burn romance and then bam spice after spice and wow chefs kiss the spice was perfection. Ava and Max's journey had me hooked! I wasn't ready for this story to end. At all. I want more!!

Thank you for my free advance copy. I'm leaving this review voluntarily.

[Sam Dawson · Rating 5 out of 5]

Review

It's not love, actually by Ellie White
Releasing 1st November

⭐⭐⭐⭐⭐
🌶️🌶️


This was such a good read. If you want a quick, cute seasonal read, this is it. From the very first page I was hooked I could not put it down. You could feel the chemistry of Max and Ava from the start, in this enemies to lovers, it was bursting from the seams. It was sizzling all I am going to say is one word.. Tinsel!

This is a great Enemies to lovers.

I hope to see more from this friendship group in the future as loved them all so much.

Thank you @elliewhite_writes for letting me read It's not love, actually and being apart of your street team. Can't wait for more.

[Diana V. · Rating 4 out of 5]

This book is a warm, sex-positive holiday romance that perfectly captures the magic of the season, and Ellie absolutely nails it. It made me want to cozy up with a blanket, try every delicious treat mentioned, and book a flight to London just to experience Christmas there.

Max and Ava are both relatable and genuinely adorable together!

Honestly, if you're looking for a feel-good holiday read with heart, London vibes, and just the right amount of spice, this one’s a must for your Christmas TBR. ❄️🌲

[Takealookinsideabook · Rating 5 out of 5]

It's no suprise now that I adore all of Ellies books! I've been a massive fan of hers for years and her stories always make me smile!

This is the perfect cosy, christmasy read to get you in the mood for those colder nights. I loved both Ava and Max right from the start and loved seeing their relationship blossom 🥰🥰

I also may have squealed with delight when other characters made an appearance in this book! 👀 No details as I dont want to spoil anything but I LOVED IT!!

🧁 Rivals to Lovers
🧁 Second Chance Romance
🧁 Forced Proximity
🧁 Family Feuds
🧁 He falls first

Thank you to the author for a free e copy in exchange for an honest review!

[Laura Moncrief · Rating 5 out of 5]

Loved it!!! Sometimes it’s hard to balance love and family, but this author does just that!! Love the friendships Ava/Roman, Max/Ryan. Sometimes people hold grudges for the smallest of things. They just need to talk about it, work it out, and forgive. Love the way the author describes the location: the cabin, London, the bridges and the Tower. I could just picture everything. Highly recommend!!

[Cheyanne Zamora · Rating 4 out of 5]

what a cute holiday read! 10/10 recommend for the best holiday vibes!

[mrsljgibbs · Rating 5 out of 5]

This is the first book in a two book series called London Love Story and although each book can very easily be read as a stand alone, they are, of course, much better when enjoyed as part of the whole series…..plus i definitely want to know what happens next in this wonderful world that Ellie has created.

I was instantly pulled into this wonderful story and it did not let me go again until i had read every last page and devoured it all up very quickly - perfect!

I loved both Max and Ava right from the get go, they were both such down-to-earth, lovable characters and i thoroughly enjoyed going along for the ride and seeing how their relationship unfolded. There was a gorgeous hot hot hot chemistry between them both and the spice was just…chefs kiss! I also loved all the other characters too and hope that there will be more to come from them all.

This was such a cosy, feel-good, heartwarming, festive story and definitely kept me feeling warm and cosy under my blanket on a freezing cold night. It was full of tropes that i love too, there was enemies-to-lovers, second chance romance, forced proximity, family feuds and he falls first and they were all written really well.

I absolutely loved this gorgeous, Christmassy, sweet and sexy story and it very easily ticked all of my festive boxes… it definitely deserved a full five stars from me…..

[Luisa · Rating 4 out of 5]

This was my first book by Ellie White—and what a treat! It’s a quick, enjoyable read that’s perfect for kicking off the holiday season.

There are two things I absolutely loved about this story: the characters and the deliciously spicy scenes.

Ava and Max are the heart of this book, and their journey is packed with second chances, enemies-to-lovers tension, teamwork, and friendships that feel like family. One of my favorite things? Max and Ava actually communicate from the start, so we don’t have to wait forever to find out what happened 16 years ago.

Now, about those steamy scenes… wow. It was like the book flipped a switch—in the best way. Max and Ava’s chemistry is off the charts, and they’re not afraid to get adventurous. Buckle up for some serious spice!

The only reason I gave it 4 stars instead of 5 is because I wished we could read a bit more about them opening the Bakehouse together. The end seemed a bit abrupt.

Overall, I highly recommend this book. It’s fun, flirty, and full of heart.

[Katie Grace · Rating 5 out of 5]

If London at Christmas was a book.. It’s Not Love Actually is it. Thank you for the opportunity to ARC read.

Max and Ava give Jude Law and Cameron Diaz vibes a la The Holiday mixed with Love Actually and The Family Stone with the coziness of Hallmark.

These two modern day Romeo and Juliet just steal your heart with their ‘the one who got away but I’m going to pretend they aren’t and hide behind our parents’ rivalry’.

So when they find themselves sharing a cabin at a Christmas market, they aren’t fooling anyone… they could illuminate the whole of Winter Wonderland with their chemistry and crossed words!

Will these two get the second chance they both yearn for or will they hide behind ghosts of Christmas pasts and family rivalries? Cozy up with this book and a fiery gingerbread hot chocolate and find out because it ‘tis the season (well almost).

[Brittany Hess · Rating 4 out of 5]

Thank you to the author for allowing me to ARC read her newest release.

Max and Ava own rival bakeries with a lingering feud between their families. They both set up booths at a Christmas market in London each year but this year they unexpectedly end up being set up next to each other instead of on opposite ends of the market. They realize working together to save their businesses is more beneficial than fighting each other! But they also realize that lingering feelings from 12 years prior are still very much there!! The biggest problem?? Their fathers HATE each other and won’t be happy they’re working together let alone if they begin dating!!! What’s stronger; there connection or there family feud??

I really enjoyed this book! It had so many sweet Christmas moments in it while also having the steam and spice! I loved Max and Ava’s story and I can’t wait for the next book!

[Brittni · Rating 4 out of 5]

4.25/5

Overall, wonderfully written. The smut was ON POINT and I love reading about partners exploring and encouraging in the bedroom. Max was a lovable character and the man a lot of women would want their shot with. Ava was spunky and glorious as a character. I absolutely LOVED the switch in the last smut storyline.

The problem, development, and resolution were really good. I would have like to see more of the conflict between the two families, playing up the Romeo and Juliet vibes but I can see how that might interfere with the authors overall narrative.

Ellie is a phenomenal author and I can’t wait to read more of her work.

I received an advance review copy for free, and I am leaving this review voluntarily.

[Sara Keeling · Rating 4 out of 5]

Ava and Max had that undeniable, slow-simmering chemistry right from the start. The buried feelings, the longing, and the family-feud tension were such a perfect setup, and I love a good second-chance dynamic. I enjoyed how sassy she was with him and how hard she tried to fight what was clearly there. Her fear of disappointing her father added a really meaningful emotional layer.

They also run into a problem that affects both of their bakeries, and watching them combine their talents and work together was honestly one of my favorite parts. It created such a warm, festive moment of growth without giving anything away.

The Christmas market setting was pure magic, the rivalry was adorable, and the HEA tied everything together beautifully!

[Skyler Johnson · Rating 4 out of 5]

Thankful to have received this ARC book in return for my honest review!!

Such a great enemies to lovers read with a lot of sweetness to it! I really enjoyed the relationship building this book had and all the growth the characters showed by the ending! The love these two shared with one another was so good! The way the author described these baked goods had me wanting something good to eat and a coffee on a snowy day!! The writing flowed well and led up to the perfect ending! Nice and cozy winter read!!

[Jennifer Wolfe · Rating 4 out of 5]

I had the pleasure of reading this book as an ARC. It felt a bit awkward at the start, but just a few chapters in, the pieces started coming together for me. I attribute this to the fact that this is not my normal type of book to read.

With that being said, boy oh boy is this book cute! You can't fight fate no matter how hard you try. Family cannot dictate who your heart belongs to. Plus, baking lots of baked goods at a Christmas market. Not only is this a cute little romance, but it is the fight of the little businesses fighting those larger ones.

Go get it, Ava & Max!

[Helen Aitchison · Rating 5 out of 5]

A sexy, spicy festive feel-good read. Max and Ava have a history – including a one-night fling and a lot of business rivalry that stems from each of the historic rifts between their families.
As the set up their Christmas market stall, a dilemma pushes them together and it’s more than the ingredients of their bakeries that’s simmering and getting hot! Will they be able to resist one another? And will their frosty families make their attraction freeze?
A brilliant novella, with likeable characters and sexy festive vibes! Highly recommended.

[Jeralyz Claudio De Soto · Rating 4 out of 5]

💘 “It’s Not Love, Actually” by Ellie White 💘
The chemistry? Off the charts. The banter? Deliciously sharp. The emotional tension? Had me clutching the pages like my life depended on it.

Ellie White takes “it’s complicated” and turns it into a rollercoaster of heartbreak, laughter, and those little moments that remind you what real love actually looks like. I went from grinning like an idiot to needing emotional support coffee in the span of a few chapters.

If you love messy feelings, second chances, and a story that hits you right in the heart, this one’s for you. 💔☕✨

[Tasha_loves_to_read · Rating 5 out of 5]

Eeekkk!!! I absolutely inhaled this novella. Anyone who knows me, knows that I am a big old grinch (working in retail does that for you at Christmas) but I absolutely love a Christmas Story and this one didn't disappoint at all. And the spice is spicing.
Max and Ava's chemistry is undeniable and their sexual tension is off the page, hot. They have a great group of friends around them and I'm hoping we get more from this world.
Another perfect book from @elliewhite_writes

[Megan Willetts · Rating 4 out of 5]

This was such a cute, cosy read, the perfect book to curl up with of an evening.
It’s heartwarming and feel good with Christmassy vibes but without being overdone.

Both of the main characters are great, they felt real and relatable with the rivals to lovers storyline and the mix of tension and spice was perfect.

I have loved everything I've previously read by Ellie and really hope there are more in this series with some of the others from the friendship group!

[Nancy · Rating 5 out of 5]

Loved Ava & Max’s story. Family feuds and a big mistake have kept these two apart for years. Max feels guilty about what he didn’t do and Ava feels she wasn’t enough, that what she felt Max did not.
Set in London these two bakers once rivals now working together come together again. Both still loving each other. It was a great story and how Max lays it on the line to the parents was a moment of perfection.
Great secondary characters a very satisfying ending and just a pleasant book!! Loved it!

[Rachel Moses-Lloyd · Rating 4 out of 5]

Great Christmas read including angst, spice and family secrets.....perfect!

I love the forced proximity done in a slightly different way, the family feud was super intriguing and I could taste every little sweet and savoury treat described in the book.

Oh and the fifth December line - my birthday - made me truly cackle.

If you're looking for a spicy festive read, definitely pick this up.

[Louise White · Rating 5 out of 5]

This book should come with a disclaimer warning readers to enjoy whilst snacking on an entire box of their favourite baked goods.

I binged this in one sitting and it was everything I’d ever want from a Christmas read. A cute plot, instantly likeable characters who you immediately root for, and some seriously steamy scenes.

[Hope Spears · Rating 4 out of 5]

Loved this amazing story about enemies to lovers in spite of a bitter feud between their families. This author did an amazing job of making you feel like you are in a Hallmark movie, except the spice level is more than what you would get with that for sure. This was my first read from this author but will definitely not be the last.

[Lauren · Rating 4 out of 5]

This is a holiday story that has a spicy Hallmark feel. It is the story of two families that have a bakery rivalry, but they are being forced to share a stall at a holiday market. When bakers Ava and Max try to move beyond their family conflict to work together and maybe do more than bake together.

This was a fun holiday book, and the ARC was provided by the author.

[Nadia Hemans · Rating 5 out of 5]

I absolutely loved this book! It had the perfect mix of humor, heart, and unexpected emotion. The characters felt so real that I didn’t want the story to end—honestly, it left me wanting more. Ellie White’s writing pulled me in from the first page and didn’t let go. A definite 5-star read!

[Tammy · Rating 4 out of 5]

I loved how this story started with Ava and Max. Their fathers were friends and now enemies, so Ada and Max had to be enemies. During the Christmas Market Ada and Max had to share a cabin for their bakeries and that is when the sparks fly.

[Barb Niles · Rating 3 out of 5]

round up to 3.5 star
2 🌶
I read an early copy of this book and loved the idea of a sweet holiday romance
I found it didn't flow smoothly between chapters, a few times it didn't make sense from 1 to the next but overall it was a good, quick read

[Jessica Good · Rating 4 out of 5]

Such a cute story. Bakery rivalry, forbidden love, second chances, steamy romance 🌶️🌶️🌶️🌶️, a Romeo and Juliet story of sorts and all at Christmas.

I fell in love with Ava and Max from the beginning and enjoyed the connection between the two. Once I started reading I couldn’t stop.