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!