WHAT’S THE BIG IDEA HERE?
Amirah Kassem quit her day job in New York’s bustling fashion industry to make it as a baker. But Flour Shop isn’t your average bakery – Amirah channels her creativity by making the most innovative and arty cakes you’ve ever seen. And the fashion world loves the results.
"You dream it, I bake it! I learned to bake from my mother in Mexico before studying fashion in California. After working in the fashion industry in NYC for a while, I realised what I loved most were the parties and celebrations, so transitioning into baking was easy. I still get to go to all the celebrations with my cakes!"
WHAT’S SO SPECIAL ABOUT FLOUR SHOP?
Amirah’s custom-made cakes are all made at home in her Brooklyn kitchen – always with real frosting and never fondant. She can fashion the cakes into things like giant ice cream cones or hamburgers, or go all-out with decorations such as edible glitter.
WHY DOES NYC’S FASHION WORLD LOVE FLOUR SHOP SO MUCH?
Well, why wouldn’t they? The results are crazy, creative and a lot of fun! High profile clients include designer Phillip Lim, actress Olivia Wilde, model Jessica Stam and even the rap group, the Wu-Tang Clan.
"I see the fashion world as full of creative people who appreciate creative food. Why have a macaroon or a cupcake when you can eat gold diamonds? Part of the Flour Shop package is the happiness and joy attached to everything I make, and I think New York is ready for some playfulness".
You can check out Flour Shop here. And make sure to follow Amirah on Instagram and Flour Shop’s own Twitter and Instagram accounts!