The Interview — Emily Schuman, Founder and CEO of Cupcakes and Cashmere
Emily Schuman is the founder and CEO of the lifestyle site, Cupcakes and Cashmere, which she began in 2008. Since then, she’s released two books, started her own clothing line and most recently launched her own e-commerce shop. She lives with her husband, daughter, and three cats in Los Angeles and believes you should always save room for dessert. You can follow Emily Schuman at @Emilyschuman and on Cupcakesandcashmere.com, and shop her curated online store at Shop.cupcakesandcashmere.com and @shopcupcakesandcashmere.
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What inspired you to start Cupcakes & Cashmere:
I felt uninspired at my day job and wanted an outlet where I could share the things I was most passionate about—mainly fashion and food.
What would you say is the biggest obstacle you had to overcome throughout the years as a fashion and lifestyle influencer:
Finding the balance between my work life and private life. They’re so intertwined and with the influx of social media, it’s all the more important to put my phone down and disconnect.
View Emily's Essentials
What do you love most about your work:
I love that every day looks different and that I get to work on so many things I’m passionate about.
Who has had the biggest impact on your career:
My husband and business partner (Geoffrey) has had the most impact on my career. He’s my biggest cheerleader and knows the right ways to motivate me, even when I’m feeling unsure.
Best piece of advice for those just starting out or looking to break into the world of influencer marketing:
If you’re looking to break into the world of influencer marketing, find your niche and stick to it. And don’t forget to be patient—while it may seem like a lot of people have overnight success, that’s usually not the case and it takes time to develop a meaningful brand and business.
Your most recent beauty/fashion discovery and obsession:
I love Laura Mercier’s Velour Extreme Matte Lipsticks—the colors are unapologetically bright (‘Fab’ ‘Fire’ and ‘Cool’ are current go-to’s) and stay put through multiple meals.
Best Instagram tip:
When it comes to Instagram, find balance, but don’t overthink it either. I often try to mix more vulnerable posts with lighthearted ones, but there are times something feels right and I post it without thinking too hard about how ‘curated’ my feed is.
Best place to shop for basics:
The Great, Madewell, & Other Stories, Sezane, and Zara.
What apps and gadgets can’t you live without:
Instagram, Overdrive (it’s the best way to get library books electronically), and Evernote (I love lists).
What’s the most exciting thing in your life right now:
The company is growing in terms of people and projects, and I’m both nervous and excited to see where the next 1-2 years takes us.