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Cupcakes and Cashmere’s Emily Schuman is the one to go to if you are after food and fashion tips, but you can also be enticed by DIY and beauty suggestions.

The name says it all, according to the blogger herself: “I knew I wanted to write about food and fashion… and I knew I wanted to come up with a name that was cute and people would remember”.

This homely food and embellishments combo gathers an average of 120,000 daily visitors, with her upbeat entertaining ideas and décor projects. Since March 2008 Emily has been packaging cute little paragraphs about things that she’s “obsessed” with (her favorite word).

The 30-year-old Californian landed her first major job in the fashion industry at Teen Vogue, after studying sociology at Scripps College in Claremont, CA, where she was the head of sales at the school newspaper. It wasn’t until she was working in ad sales at AOL in 2008 that she got the idea for Cupcakes and Cashmere as what would later be an online destination that combined all of her favorite things. At a time when her company was offering voluntary layoffs, it was easier said than done for Emily to go through with a transition to full time blogging.

Following the motto “As much as ‘food girls’ love food and ‘fashion girls’ love fashion, a lot of girls share those passions”, Schuman pulled a successful empire out of the bag, even without a professional cooking training.

Recalling the times when she first started, she says: “I would light things on fire pretty regularly and toss out most home cooked disasters in favour of take¬out. But slowly I started to improve. I would watch shows on The Food Network, spend hours on YouTube teaching myself different techniques and would cook with my husband to master basic skills. I’m certainly no professional, but now I find cooking and baking to be two of my favorite pastimes”.

Her husband Geoffrey has always been involved in what she describes as “the business”: initially taking pictures of Emily, now he runs all business things. The duo have only recently teamed up with a creative designer.

With a background in sales and a strong entrepreneurial spirit, Emily has managed to collaborate with top beauty brands such as Estée Lauder. She has also written a book in 2012, Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining With Ease and she is currently working on her second one, set to come out in spring 2015.

Emily was also one of the first bloggers to work with a retail brand when she collaborated with Coach to design a limited edition pastel pink handbag, which quickly sold out.

A self-proclaimed perfectionist, she has no regrets over leaving her full time job in sales as she admits to loving her audience and always prioritizing a connection with her readers.