Meet the Founders: Kate & Louise - Video and Q&A

Q&A with Kate & Louise

How did the two of you first meet?

Kate & Louise:
We met through mutual friends when we were pregnant with our first children — and hit it off straight away. What started as walks around the park with babies in prams turned into chats about how baking could be better for busy parents… and eventually, a business plan scribbled over coffee.

What made you such a good team — then and now?

We’ve always shared a love of creativity, a frustration with plastic-filled party culture, and a passion for giving our kids meaningful experiences. We complement each other brilliantly — one of us is more product-led, the other more sales and ops — but we both dive into ideas, baking, and packing orders when needed.

Early Days & Turning Points

What was the first kit you created — and how did it go?

Our first product was a birthday cake kit. We loved the idea, but it ended up being a little too niche with too many moving parts. That’s when we pivoted to baking kits paired with crafts and party bags — and that’s when everything clicked into place.

What was your “this is actually working!” moment?

Seeing our kits on shelves in John Lewis after lockdown was a real pinch-me moment. But honestly, it was when customers started tagging us in birthday parties, rainy-day bakes, and proud little hands holding up their creations — that’s when we knew we were making something joyful and lasting.

What’s been the biggest surprise so far?

How many grown-ups love our kits! We designed them with kids in mind, but the number of adults who get just as excited to bake and decorate has been amazing — and it’s pushed us to expand our range to suit all ages.

The biggest challenge? Running a seasonal business! Christmas is magical but intense. Still, it’s worth it.

Baking, Kids & Chaos

What role does baking play in your own families?

It’s part of the rhythm of our lives. From weekend baking to birthday prep, it’s how we mark moments, make memories, and unplug from screens. Baking gives kids a sense of pride — and always ends with something sweet to share.

Do your kids help test the kits?

Absolutely — they’re our best (and most brutally honest!) product testers. They loved the Christmas jumper kits, burger cupcakes, and brownie dippers. If a kit doesn’t pass the kid test, it doesn’t make the cut.

Any disaster bake stories?

Too many! Once we forgot the sugar in a whole batch of cupcakes at a party. The kids still decorated them like mad… then quietly pushed them aside. Lesson learned: never multitask too hard while baking with little ones!

Personal Questions & Brand

How do you balance being mums, creatives and business owners?

With lots of lists, laughter, and flexibility. Some days it's Zoom calls with flour on our jumpers, other days we're deep in design work. We support each other as mums first — and we’re building a brand that reflects that messy, magical balance.

Tea and biscuits, or coffee and cake?

Coffee while packing orders. Tea when we finally get a sit-down. And cake always. Preferably homemade, a bit wonky, and full of flavour.

If Craft & Crumb were a party guest, what kind would it be?

The one who shows up with something delicious in hand, gets everyone involved in making paper crowns or decorating gingerbread, and leaves the room a bit more joyful than they found it.

What’s Next for Craft & Crumb?

We’re piloting a new subscription model that makes baking and crafting together a regular joy, not just a one-off event. It’s all about meaningful, creative moments year-round — from birthdays to rainy Sundays.

And we’ve got big plans: new kits, products for older kids, and more collabs on the way.

Our dream? To be the brand in the baking aisle that makes people smile. We want to inspire a lifestyle of celebration and creativity in every kitchen — one kit at a time.

Thanks for being here. We’re so glad you’re part of the journey.
— Kate & Louise