Cupsmith is very much a family business, headed up by husband and wife team George and Emma.
Previously a Brand Director, Emma says their mission is to bring people the freshest, best-tasting coffee to drink at home every day. She says, "We want a fun brand and a coffee that people fall a little bit in love with, but most of all we want them to take a just a few minutes out to enjoy their coffee at home every day. In this crazy fast-paced world of ours we all try to do too much, too fast. Personally I'd like to minimise takeaway coffee; I want the world to drink coffee sitting down, doing less, watching the clouds go by."