Baked by Steph Celebrates 6 Sweet Years with £1M Turnover in Sight
East London’s most creative cookie brand is turning six—and it’s only getting sweeter. Founded by 36-year-old Steph Giordano from her home kitchen, Baked by Steph has grown into a £1 million business known for its playful, design-led treats and bold approach to modern gifting. With a 15-strong, all-female team behind her, Steph has transformed the way people gift—making it more fun, more personal, and undeniably more delicious.
In 2019, armed with a rolling pin, a love of design, and a sweet tooth, Steph Giordano set out to make gifting more fun, and far tastier, from the small kitchen of her East London flat. What began as a creative side hustle quickly captured the imagination (and cravings) of thousands. Six years on, Baked by Steph has grown into one of the UK’s most original and recognisable gifting brands, with a projected £1 million turnover in 2025.
Now 36 years old, Steph leads a proudly female-founded and female run business, with a 15 strong team of bakers, creatives and logistical masterminds working from their Hackney bakery. At its core, Baked by Steph’s mission remains simple: to make gifting joyful—without compromising on taste or design.
From brand collabs and bespoke corporate gifting to heartfelt one off surprises, every treat is handcrafted with Steph’s signature style: playful and personal. Whether it’s a cookie shaped like your best friend’s face or a biscuit that delivers the perfect “thank you,” each product is a celebration in itself.
“I wanted to create something that felt personal, imaginative and delicious—something that makes people smile the moment it lands on their doorstep” says Steph. “Food has this magical way of connecting people, and I wanted Baked by Steph to be part of that.”
Baked by Steph is proudly stocked by some of the UK’s most beloved retailers, including Selfridges, John Lewis & Partners, and Not On The High Street.
At Selfridges, shoppers can find a curated selection of the brand’s signature iced cookies and biscuit boxes—perfect for gifting or celebrating life’s little moments in style. John Lewis & Partners offers a variety of themed treats online, catering to key seasonal occasions and personal milestones. Meanwhile, Not On The High Street (NOTHS) champions Baked by Steph’s playful, personalised bakes for every kind of celebration, making it a go-to destination for thoughtful, design-led food gifting.
These partnerships reflect the brand’s growing presence in premium UK retail, with wide appeal for customers looking for unique, beautifully crafted edible gifts.
