About Us

The culmination of years of experience in craft baking and specialty coffee, Fortitude Bakehouse was founded in 2018 by Dee Rettali and Jorge Fernandez.

Dee Rettali started her career as an apprentice baker and cook with the French patissier Justin De Blank. Dee has only worked with organic, biodynamic and naturally produced ingredients throughout her career.

Dee founded Patisserie Organic in 1998 and worked with Whole Foods Market, Planet Organic and Harvey Nichols and was an instrumental part in the development of the London farmers market scene.

Dee was introduced to Fernandez & Wells in 2010 while managing Nature’s Bakehouse alongside sourdough guru Syd Aston. She went on to develop a range of sourdough cakes for Fernandez & Wells which garnered a huge following very quickly.

Dee has also worked with the Refugee Council offering apprenticeships to young people trying to establish a career in hospitality.

The last four years has been spent in the general management of Fernandez & Wells, being fully responsible for the operations, menu development and financial targets for the seven sites.

Dee grew up in Ireland on a small holding south of the Nagle mountains in North Cork. She has been heavily influenced throughout her career by her grandmother and mother who were both home bakers.

Dee has spent many years travelling in North Africa and has mastered the craft of Middle Eastern cooking and baking.

Jorge has a background in hospitality management, having managed The Monmouth Coffee Company for six years. Jorge was hugely influential in the development of the new wave coffee culture in the UK.

Fernandez & Wells became the go to place for anybody wanting to be inspired by beautifully designed spaces, carefully curated food and technically brilliant coffee making.

Jorge began his career with The Seattle Coffee Company in his early twenties and has continued to work within the hospitality sector, developing a reputation for sourcing the finest ingredients and nurturing relationships with small artisan producers and farmers in London and the UK.

Jorge is a Londoner of Spanish origin and has spent many summers on his parent’s farm in Leon. He has a passion for raw cheese, natural wines and cured meats