Sweet Times with Cutter & Squidge

We are delighted to welcome Cutter & Squidge to Seed. We have for the longest time admired this brand and business, so when we got the call ☎️ we were only too happy to dive right in!

If you haven’t heard of Cutter & Squidge, then buckle up because this dynamic duo of female entrepreneurs, AKA Annabel & Emily, have found their way to our hearts with their amazing range of sweet treats.

Pivot, pivot!!!

Founders Annabel and Emily, sisters both with corporate backgrounds in finance and law, successfully pivoted to the culinary world with their venture, Cutter & Squidge nearly ten years ago now.

Leaving their established careers, they embarked on a journey into entrepreneurship, driven by a shared passion for natural baking. Their focus on innovation, natural ingredients, and a fresh take on traditional bakes has distinguished Cutter & Squidge in a competitive market.

We asked Annabel and Emily..

What inspired the unique concept of Cutter and Squidge?

“We wanted to create something different in the baking world. Combining our childhood experiences with innovative ideas, Cutter & Squidge is about bringing playfulness and natural ingredients to traditional baking.”

How did you balance creativity with running a successful business?

”It's about blending our creative ideas with practical business strategies. We focus on unique recipes and designs while ensuring our operations align with our commitment to quality and innovation.”

What makes your 'Biskie' bakes special?

“The 'Biskie' represents our brand's ethos. It's a unique blend of cookie, cake, and filling, born from our love for experimentation and using natural ingredients.”

Can you share insights from your transition from corporate careers to bakery owners?

“Moving from corporate roles to running a bakery was a significant shift. It was driven by our desire for a more creative outlet and the challenge of building a brand from the ground up.”

What have been the most rewarding moments since starting Cutter and Squidge?

“Opening our Soho store was a key milestone. Also, the positive response to our afternoon tea experiences and our book publication have been extremely gratifying.”

How do you envision the future of Cutter and Squidge?

“We aim to continue growing, maintaining our focus on natural ingredients and innovative bakes. Expanding our product range and reach is part of our vision for the future.”

We are already having so much fun with the Cutter & Squidge team, the content ideas are endless for a brand like theirs! But here is one of our favourites so far.

To find out more follow on https://www.instagram.com/cutterandsquidge/?hl=en