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Published
May 2, 2017
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Cupcakes and Cashmere is creating an online shopping platform

Published
May 2, 2017

Fans of the long-running fashion and lifestyle blog Cupcakes and Cashmere will now be able to shop products curated to specifically to brand’s style. Founder Emily Schuman is launching an e-commerce platform where she’ll sell a mix of her own branded products and items from brands with a similar aesthetic.
 

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Schuman’s new site will be limited to 200 products in the home decor, fashion and gift sectors. Schuman says felt the online sphere lacked a curated shopping space in line with her aesthetic. The new shopping site will, like her original blog, be inspired by her own lifestyle. “We want to make this shopping experience feel like you're getting suggestions from a trusted friend, not simply a brand,” she says.
 
Schuman launched Cupcakes and Cashmere in 2008 with her husband. Since then she has sold two books and three lines of licensed fashion and decor products. She will launch the new e-commerce platform in partnership with Digital Brand Products. Her blog currently has 1 million monthly visitors.

She says the success of her brand comes from her loyal fan base and ability to craft an authentic experience and that she maintains a connection with her readers even as the site has grown. “At times it can get overwhelming, but I spend an inordinate amount of time on every social channel and try to personally respond to every email that comes in to my inbox.”
 
Prior to launching Cupcakes and Cashmere, Schuman worked at AOL and Teen Vogue. She cites her background in advertising and media as allowing her to understand how to develop and expand her brand overtime. “We've never taken the quick or easy money and while advertising trends come and go, we've tried to build a company with diversified revenue, so we're buffeted against shifts in the market,” she says. 

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