Emily Schuman ’05 is featured here wearing her new Cupcakes and Cashmere Fall 2015 line.
Trendsetter and lifestyle blogger Emily Schuman ’05 forged a path in the fashion industry, from her early days working at Teen Vogue and other national publications to the runaway success of her website Cupcakes and Cashmere. The site receives more than eight million page views a month, and she has worked with several national accounts, including Coach and Forever 21, as clients. Most recently, Emily has added Nordstrom to that list, where her signature Cupcakes and Cashmere Fall 2015 fashion line debuted in July.
Emily was featured in the summer 2013 “30 Under 30” issue of Scripps Magazine; the article originally ran in the Los Angeles Times on May 26, 2013. Below are excerpts from an interview with Emily and the College.
What inspired you to start your blog?
I had always been a creative person, but when I found myself in a job that required me to simply crunch numbers and analyze stats, I knew I needed a change. I started my blog in March of 2008 and decided to write on a daily basis about the things I loved.
How would you describe Cupcakes and Cashmere to Scripps alumnae?
It’s a place where I share things I’m passionate about; whether it’s a great chocolate chip cookie recipe, how to organize a bookshelf, a beauty tutorial, or a new fashion trend. I like to think of it as a guide of sorts, where people can get doses of inspiration on how to live a fashionable and fulfilling life.
How did your Scripps experience influence your career?
As a sociology and media studies major, I was constantly exposed to a higher level of learning. I think that thirst for knowledge has remained constant. I really grew up in those four years and gained a lot of confidence in myself and my abilities.
What has been your biggest challenge as a fashion blogger?
My biggest challenge was deciding whether or not to go full time. Blogging in itself is such a new thing, and it was intimidating to work in a profession that wasn’t exactly an established option. Once I built up my audience to a place where I could support myself, I knew that the only way to reach my potential would be to focus on it full time. I gave notice at my job (where I was an account manager) and now work for myself. It was the hardest decision I’ve ever made, and ultimately the one that’s been the most rewarding.
How does your approach to business and blogging make Cupcakes and Cashmere unique?
The fact that I cover a variety of topics on my blog certainly sets it apart. Fashion and food used to seem mutually exclusive, but I find that many of my readers share my passion for both subjects. My business approach is to consistently create unique content people are excited to read. My formula is simple: I write on a daily basis, use only my best photographs, and keep my posts short and simple.