How Emily Schuman Has Become a Mogul in the Digital and Lifestyle Landscape

Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere you get your podcasts to stay tuned.

In the era before influencers dominated social media, there was a thriving community of lifestyle bloggers who shared their passions and interests online. Emily Schuman, the founder of Cupcakes and Cashmere, is one of the industry trailblazers who not only pioneered this space but also turned her passion project into a full-fledged media and e-commerce empire. In 2008, Schuman founded Cupcakes and Cashmere, a carefully curated platform dedicated to her love for fashion, food, and lifestyle inspiration. Since its launch, the blog has evolved into a thriving business, expanding beyond the digital realm into media and e-commerce.

Schuman's influence extends well beyond her blog, as she has successfully transitioned into a multifaceted entrepreneur. Today, her Instagram account boasts an impressive following of 565k, where she shares snippets of her personal life, fashion tips, and glimpses into her various business ventures. One of these ventures, her online shop, features a selection of jewelry that she designs and restocks regularly, appealing to her loyal fan base with each new release. Most recently, Schuman ventured into the world of scented candles with her new brand Lavune. Launched in December 2022, Lavune introduced holiday-themed scents such as Evergreen and Ember, which quickly gained a devoted following. Now, the collection also includes a core selection that continues to attract candle enthusiasts worldwide.

Before she became a household name in the digital and lifestyle landscape, Schuman had a career in media advertising, working at esteemed companies such as Condé Nast and AOL, where she honed the skills that would later help her build and monetize her own brand. Listen to the latest episode of Second Life to hear how Schuman continues to evolve her career, becoming a true lifestyle mogul in the industry.

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