Emily Schuman of Cupcakes & Cashmere x the creation and launch of Shop.CupcakesandCashmere.com

Emily Schuman

cupcakes and cashmere

On the heels of the pioneering fashion and lifestyle blogger’s unparalleled success, Cupcakes and Cashmere’s Emily Schuman partnered with Digital Brand Products to launch an e-commerce venture for her own licensed products and third party brands.

With over 1 million monthly visitors to her popular lifestyle blog, which muses on fashion, DIY, home decor, and family, Schuman’s merger with the brand building arm of Digital Brand Architects marks a natural evolution in her multi-faceted career as an influencer, which includes two best-selling published books and three licensed product lines.

Cupcakes and Cashmere’s shopping platform launched with 200 SKUs in categories of fashion, home and gifts.

“The goal was to have a very curated, tailored perspective on it so that people didn’t feel as though they were missing out on other things: this is the one brand that I’m committing to and here are the reasons why I love it,” says Schuman, who has a fiercely loyal fan base translating to a conversion rate of about 10 percent for products linked on her site.

Emily is her audience: they are one and the same. She is speaking to herself as much as she is speaking to them.
The Cupcakes and Cashmere woman is smart and career driven, adventurous and energetic.
- Emily Schuman, popsugar article

“Once we took that level of conversion and that level of engagement from her audience and paired it with the right time to pull together her vision… it’s the perfect storm of things,” says DBA co-founder and chief strategy office Raina Penchansky, who has been working with Schuman since 2015.

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