After teaming up with Cutter & Squidge for a special Jubliee giveaway, we sat down with founder, Annabel, to chat the inspiration behind the brand, her favourite treat and of course jewellery.
What’s the story behind Cutter & Squidge and how did you build the brand?
We've always loved baking! When we were younger, we helped our mum make homemade cakes for special bookings at my parents' restaurant, and even as adults our favourite hobby was to whisk up all kinds of sweet treats in our spare time, which kept our sisterly bond strong. The idea for Cutter & Squidge came about when we were trying cupcakes from other brands within the industry, and found them to taste super sweet and artificial - that's why we use fresh, 100% natural ingredients in our bakes for a healthy but no less scrummy indulgence. We started the brand by selling at food markets, then in pop-ups within department stores like Selfridges and Harrods which led to our very own C&S store in Soho (which we still have today), and once we grew a loyal London-based following, we designed our website to deliver our treats nationwide!
We love your bright Orange Soho Tea Room, what’s your favourite part about having an in person experience for your customers?
Our ethos is all about creating food that inspires memories that'll last a lifetime, no matter the occasion. So we love seeing customers enjoying themselves with loved ones whether they're coming in for a birthday, anniversary, or just a quick catch-up!
What’s something you both wish you could tell yourselves when you started Cutter & Squidge?
Everything will be ok :)
Favourite Cutter & Squidge treat and why?
It has to be the Biskie - our first ever bake that took us ten months to perfect. It's a cake-cookie combination and totally delicious.
Favourite Daisy piece?
The Rose Quartz bracelet is beautiful and such a dainty, delicate piece. I love it!