Cutter & Squidge – Cakes & more

The Cutter & Squidge Story

We’re Cutter & Squidge, a family-run, all natural bakery created by two food obsessed sisters! Playfulness is our passion; we love to create exciting, experimental flavours and artisan designs, having fun in the process. Our premium bakes and gifts are lovingly handcrafted to taste delicious and look exquisite for you to enjoy whatever the occasion!


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!