Our History
Crafting genuine Italian pizza with passion since 1985
From Naples to Your Neighborhood
'CrossWellCollective began with a simple dream: to bring authentic Neapolitan pizza to London. Founded by the Smith family in 1985, our pizzeria started as a small, family-run establishment with recipes handed down through generations.
Oliver Smith, our founder, learned the art of pizza-making during her travels throughout Italy, studying under master pizzaiolos in Naples—the birthplace of pizza. Upon returning to the UK, she was determined to recreate the magic of true Italian pizza, using traditional methods and the finest ingredients.
What began as a modest 12-seat pizzeria has grown into a beloved local institution, but our commitment to quality and authenticity has never wavered. We still use the same wood-fired oven techniques, make our dough fresh daily, and source the highest quality ingredients we can find.
Today, 'CrossWellCollective remains family-owned and operated, with the second generation of the Smith family now leading our passionate team. While we've embraced some modern innovations, the heart of our business remains the same: creating delicious, authentic pizza that brings people together.
Our Values
Quality Ingredients
We source the freshest, highest-quality ingredients, working with local farmers and Italian importers to ensure authentic flavors.
Traditional Methods
Our pizzas are crafted using time-honored techniques, with dough that's fermented for 48 hours and baked in authentic wood-fired ovens.
Community Focus
We believe in being more than just a restaurant—we're an active part of our community, supporting local initiatives and creating a welcoming space for all.
Sustainability
We're committed to environmentally responsible practices, from reducing food waste to using eco-friendly packaging and supporting sustainable agriculture.
Meet Our Team
The passionate people behind our delicious pizzas
Oliver Smith
Owner & Head Chef
Second-generation owner who trained in Naples and has been perfecting our recipes for over 15 years.
Alex Carter
Executive Chef
Trained in Italy and brings 12 years of culinary expertise to our kitchen, specializing in seasonal specialties.
Diego Romero
Master Pizzaiolo
Born in Naples, Diego has been crafting perfect pizzas for over 20 years and trains all our pizza chefs.
Isabel Kim
Restaurant Manager
Ensures every guest has an exceptional dining experience and leads our front-of-house team with warmth and efficiency.
Mason Lee
Sommelier & Beverage Director
Curates our beverage program, specializing in Italian juices and perfect pizza pairings.
What Our Customers Say
The most authentic Neapolitan pizza I've had outside of Italy. The crust is perfectly chewy with those beautiful charred spots that only a wood-fired oven can create.
Oliver Reed
I love that 'CrossWellCollective uses local ingredients and sustainable practices. You can taste the difference in every bite. Their seasonal specials are always something to look forward to!
Emma Clarke
Been coming here for years and the quality never wavers. The staff treats you like family, and the pizza... well, it's simply heaven, as the name suggests. Don't miss the Truffle Mushroom pizza!
Daniel Martinez
Awards & Recognition
Best Pizzeria in Karlport
Local Food Awards, 2016-2022
Top 50 Pizzerias in the UK
National Restaurant Guide, 2019-2022
Authentic Neapolitan Pizza Certification
Associazione Verace Pizza Napoletana, 2017
Sustainable Business Practice Award
Regional Green Business Association, 2021
Come Visit Us
Enjoy true Italian pizza in a warm, friendly setting