Episode 4 of our Made in Ely podcast series, recorded here at Ely Work Collective. Click here to listen to the episode.
What happens when an accountant follows a love of food… and ends up opening one of Ely’s most loved independent shops?
In Episode 4 of the Made in Ely Podcast, we sat down with Victoria Dunthorne, founder of Victoria’s Cheese, to talk about artisan cheese, taking risks, and building a business rooted in passion and community.
From lockdown pivots to delivering cheese boxes across the region, Victoria shared an honest and inspiring look at what it really takes to turn an idea into a thriving high street business.
And yes – if you’ve wandered through Ely recently, chances are you’ve already spotted her shop.
From spreadsheets to stilton
Victoria didn’t start out in cheese.
“I’m an accountant by trade,” she explains – a world away from cheesemongering. But with a background in hospitality and a lifelong love of food, the foundations were always there.
Like many businesses born in recent years, the turning point came during lockdown. With accountancy work slowing down, Victoria found herself helping to open a deli – and quickly realised she wanted to build something of her own.
That spark turned into Victoria’s Cheese: an artisan cheesemonger on Ely’s high street specialising in British cheeses and wines, with a focus on quality, provenance and supporting local producers.
Starting small (and driving 200 miles to deliver it)
Like many early-stage businesses, things didn’t begin with a polished shopfront.
Victoria started with cheese boxes – packing them herself and personally delivering them across Norfolk, Suffolk and Cambridgeshire.
“I drove 15 boxes all around… I think it was about 200 miles by the time I delivered them all.”
It’s a great reminder that behind every successful local business is a phase of doing absolutely everything yourself – often with long days, big mileage, and plenty of trial and error.
More than just cheese
At first glance, it’s easy to think a cheese shop is just… cheese.
But Victoria’s approach goes much deeper. From carefully sourcing British produce to pairing cheeses with English wines, everything is curated to create an experience – not just a purchase.
And there’s a strong emphasis on education too. Helping customers discover new flavours, understand provenance, and feel confident trying something different is all part of the job.
The power of community (and why it matters)
One of the strongest themes throughout the episode is support — and how crucial it is for independent businesses.
Victoria is refreshingly honest about what “supporting local” actually looks like. It’s not always about spending money.
“Share my social media posts… tell your friends… it doesn’t cost anything.”
In a world where algorithms matter and visibility is everything, those small actions can make a huge difference.
And in Ely, that support network is real. With a strong independent scene and loyal local customers, it’s the kind of environment where businesses like Victoria’s can genuinely thrive.
What’s next for Victoria’s Cheese?
For now, the focus is on building what’s already working – but some exciting ideas are bubbling away.
From expanding online ordering and next-day cheese deliveries across the UK, to potential collaborations with local producers, the future looks busy.
There’s even early talk of creating a truly local cheese – something made with Cambridgeshire milk and rooted in Ely itself.
Not bad for what started as a lockdown pivot.
Final thoughts: Just do it
If there’s one takeaway from Victoria’s story, it’s this: don’t wait for the “perfect” moment.
Whether it’s leaving a stable career, starting something new, or backing yourself when things feel uncertain – sometimes you just have to go for it.
“Just do it… What’s the worst that can happen?”
Simple advice — but exactly the kind that builds businesses.
Where to Find Victoria’s Cheese
In person – Visit the shop 28a High Street, Ely
Online – https://www.victoriascheese.co.uk/
Socials – https://www.instagram.com/victoriascheese
Made in Ely is our podcast series chatting to local business owners about what they’re building and how they’re doing it. Recorded at Ely Work Collective. Follow us for future episodes at https://madeinely.podbean.com/
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