The Interview —

Emily Schuman, Founder and CEO of Cupcakes and 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.

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.

I love that every day looks different and that I get to work on so many things I’m passionate about.

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.

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.

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.

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. 

The Great, Madewell, & Other Stories, Sezane, and Zara.

Instagram, Overdrive (it’s the best way to get library books electronically), and Evernote (I love lists). 

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.