Flourish Craft Bakery was founded by siblings Paul and Helen O’Connell, lifelong food lovers with deep roots in the food industry. Their journey is a testament to what can be achieved through hard work, unwavering self-belief, and a sprinkling of good fortune.

From humble beginnings to becoming a trusted name in artisan baking, Paul and Helen’s shared vision continues to shape everything we do: crafting exceptional products, nurturing strong relationships, and staying true to our values.

It all began in the 1990s, when London’s food scene was just beginning to stir. Back then, sourdough was virtually unknown to most Londoners, and only a handful of bakers across the UK were making true artisan bread. Paul was a young baker, and Helen was managing a fine food store, both working for the iconic British designer and restaurateur, Sir Terence Conran.

As London transformed, so did its appetite for quality food. Modern British restaurants were opening daily, and chefs were desperately seeking bread that could match the calibre of their cuisine. But after decades of cheap, mass-produced loaves, small bakeries had all but disappeared, taking with them, the craft of traditional baking. Paul and Helen saw the gap. They knew the chefs. They understood the demand. And so, the concept for Flourish was born, first as a vision, then as a mission.

One day, Paul spotted a bakery for sale in the Loot magazine (the pre-internet version of Gumtree). Formerly, it was a run-down old bagel bakery in Tottenham. The original baker had passed away, and his son had no interest in continuing the business. They bought the equipment, took over the lease, and plunged in armed with little more than passion, grit, and a simple plan: make good bread and sell it at a fair price.

In May 2000, they fired up the ovens with just two customers in central London. With no staff and very limited resources, they did everything themselves: baking, cleaning, selling, and delivering bread from their cars. The hours were long, and sleep came in snatches. But soon word spread. By the end of the first year, they were supplying over 20 high-profile clients. Flourish quickly became a trusted name among London’s most prestigious hotels and restaurants. In 2015, to support continued growth, the bakery moved its production from Tottenham to a larger site in Watford. In 2017, they nervously opened an on-site café, which, despite its industrial estate location rapidly became a beloved local gem. And in 2021, they transformed the bakery’s redundant loading bay into a traditional Neapolitan pizzeria, complete with a wood-fired oven.

Today, Flourish continues to evolve. But one thing remains unchanged: our commitment to quality, creativity, and the joy of great baking.