Cutter & Squidge was brought to life by two creative sisters, Annabel and Emily. Born into a family of restaurateurs, they spent much of their childhood in their parents’ thriving Hertfordshire-based restaurant, ‘The Victorian Room’, which served delicious European delicacies full of fresh flavour. This inspired their passion for creating exciting, playful tastes like no other!

With family at the heart of the business, exceptional hospitality and a friendly, warm atmosphere were essential for an amazing customer experience and for guests to create cherished memories with loved ones, which resonates with Cutter & Squidge today. The sisters learned to always go the extra mile from their mother, who baked bespoke celebration cakes for special bookings and instilled in them from a young age that food should always be lovingly handmade with the freshest, finest ingredients.

Best friends as well as sisters, even roommates in their early adulthood, Annabel and Emily bonded over their shared love of homemade, natural baking, spending their free time whisking up all sorts of sweet treats with experimental ingredients and tastes. Starting a career in corporate finance, stacking up 100-hour weeks and dealing in multi-million-pound transactions, Annabel realised that her creativity needed a more fulfilling outlet. Emily, who continues her work as a lawyer, joined her sister to make their mark on London’s baking scene, turning their fun little hobby into a lifelong career!

Drawn to natural, high-quality ingredients, innovative ideas and fresh, full-on flavours, they did some research and found the market lacking, with popular brands selling artificial and overly-sweet tasting bakes. Working in the office by day and covered in flour by night, the sisters turned their own kitchen into a late-night laboratory, baking up a storm into the early hours before heading back to work for those long corporate days.

Spending ten months perfecting their signature ‘Biskie’ bakes in their tiny kitchen, Annabel would cut the dough and Emily ‘squidged’ them together… and so Cutter & Squidge’s quirky name wrote itself! After selling out at Chelsea Farmers Market within an hour back in 2013 and being signed up by both Selfridges and Harrods while balancing their office lives, the sisters reached a key moment in their journey: opening the doors to their first permanent C&S store in the heart of Soho in 2015.

The sisters are the brains behind three hugely successful sold-out afternoon tea experiences, pioneering the unique afternoon tea and publishing an afternoon tea book with Ryland, Peters, & Smalls. This gave them the presence to grow their little London-based business to a nationwide sensation, building up a cake-loving community from all corners of the UK!

Drawn to natural, high-quality ingredients, innovative ideas and fresh, full-on flavours, they did some research and found the market lacking, with popular brands selling artificial and overly-sweet tasting bakes. Working in the office by day and covered in flour by night, the sisters turned their own kitchen into a late-night laboratory, baking up a storm into the early hours before heading back to work for those long corporate days.

Spending ten months perfecting their signature ‘Biskie’ bakes in their tiny kitchen, Annabel would cut the dough and Emily ‘squidged’ them together… and so Cutter & Squidge’s quirky name wrote itself!

After selling out at Chelsea Farmers Market within an hour back in 2013 and being signed up by both Selfridges and Harrods while balancing their office lives, the sisters reached a key moment in their journey: opening the doors to their first permanent C&S store in the heart of Soho in 2015.

The sisters are the brains behind three hugely successful sold-out afternoon tea experiences, pioneering the unique afternoon tea and publishing an afternoon tea book with Ryland, Peters, & Smalls. This gave them the presence to grow their little London-based business to a nationwide sensation, building up a cake-loving community from all corners of the UK!

Today they have a stylish new website and a diverse team of over 50 employees, striving to deliver happiness to homes across the nation with their artisan range of afternoon teas, cakes, brownies, and hampers that make the perfect gifts for any occasion. Never straying from their promise of baking fresh daily using premium, 100% natural ingredients!

Although they have built up a loyal customer following, their work is far from finished. They aim to continuously improve what they do, from sourcing the best fresh ingredients to strengthening their sustainability and creatively expanding their product range for even more treats to enjoy!

Today they have a stylish new website and a diverse team of over 50 employees, striving to deliver happiness to homes across the nation with their artisan range of afternoon teas, cakes, brownies, and hampers that make the perfect gifts for any occasion. Never straying from their promise of baking fresh daily using premium, 100% natural ingredients!

Although they have built up a loyal customer following, their work is far from finished. They aim to continuously improve what they do, from sourcing the best fresh ingredients to strengthening their sustainability and creatively expanding their product range for even more treats to enjoy!

Today they have a stylish new website and a diverse team of over 50 employees, striving to deliver happiness to homes across the nation with their artisan range of afternoon teas, cakes, brownies, and hampers that make the perfect gifts for any occasion. Never straying from their promise of baking fresh daily using premium, 100% natural ingredients!

Although they have built up a loyal customer following, their work is far from finished. They aim to continuously improve what they do, from sourcing the best fresh ingredients to strengthening their sustainability and creatively expanding their product range for even more treats to enjoy!

At Cutter & Squidge, there is nothing more important to us than our loyal customers. To say thanks a million for your support, we’ve set up a new rewards programme where you can become part of our cake loving community, earning points, redeeming free treats and gaining exclusive access to sales and product launches.

Earn points with every pound you spend when buying your favourite cakes and bakes. We’ll even reward you with 100 points just for joining our community! If you already have a customer account with us, just login and start earning! Even better, you can earn and spend points both online and in our Soho Café & Tea Room.