Hi everyone I'm Hillary Kerr the co-founder and chief content officer of

who what where and this is Second Life, a podcast spotlighting women who have truly

inspiring careers. We're talking about their work journeys, what they've learned from the process

of setting aside their doubts or fears and

what happens when they embark on their second life. Today I'm speaking with the

founder of Cupcakes and Kashmir, Emily Schuman.

Before influencers, an earlier wave of media aficionados shared their lives and interests

on the internet, aka Lifestyle bloggers.

Emily had the initial idea for a food and fashion blog called Cupcakes and Kashmir

back in 2008 when she was just 24 years old and readers were delighted by her and her

carefully curated site. Today the company has grown into a full-fledged media and

e-commerce business and if running the cupcakes and

cashmere company engaging with the 565,000 followers on her personal

Instagram and designing and restockinging the best-selling jewelry on her online shop isn't enough,

Emily recently embarked on a new endeavor, Candles.

In December 2022, Emily debuted lavoon, initially launching with holiday candles like Evergreen and

Ember. Now, the line includes a core collection as well as the holiday cents, which will be returning this fall season, and thank goodness, because the evergreen candle is truly one of my favorite scents of all time.

But, before running her own business Emily actually spent her early

career working in media advertising first at Conde Nast and later at AOL. During those years she gained the chops that help her build

and eventually monetize her own brand.

Emily has been a part of so many different types of media companies, from legacy brands to creating one of her own and

she's here to talk us through it all. Now on Second Life it's Emily Schuman.

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