Emily Schuman

Emily Schuman is an American lifestyle influencer, digital content creator, entrepreneur, and author who gained widespread recognition as the founder of the popular lifestyle blog Cupcakes and Cashmere. Born on May 3, 1983, in San Francisco, California, Schuman emerged as one of the pioneering figures in the digital lifestyle blogging movement during the late 2000s. Through her engaging blend of accessible fashion advice, interior design inspiration, beauty tips, and culinary recipes, she built a loyal online following that established her as a major voice in digital lifestyle media.

Early Life and Career Beginnings

Raised in Northern California, Schuman attended Scripps College in Claremont, California, where she studied sociology and media studies while managing advertising sales for the campus newspaper. After graduating, she moved to Los Angeles to pursue a career in media and fashion publishing. Her early career included working in sales for major Condé Nast publications, including Teen Vogue and Domino, followed by an online advertising management role at AOL. In March 2008, Schuman launched Cupcakes and Cashmere as a creative side project to document her personal passion for fashion, food, and home decor, which quickly attracted a large and dedicated readership.

Business Expansion and Published Works

As Cupcakes and Cashmere grew from a personal blog into a digital media brand, Schuman transitioned to running the platform full-time. The brand expanded beyond digital content into commerce, launching e-commerce offerings, jewelry collections, and apparel lines available at major retail department stores and boutiques. In August 2012, Schuman published her first book, 'Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space and Entertaining with Ease,' which became a national bestseller. She followed with a second lifestyle book, 'Cupcakes and Cashmere at Home,' focusing on interior styling and entertaining. She later introduced additional creative ventures, including the candle and home brand Lavune Home.

Personal Life and Online Presence

Schuman is based in Los Angeles, California, where she lives with her husband, Geoffrey Fuller, who serves as the business director for Cupcakes and Cashmere, and their daughter, Sloan. Through her social media channels, particularly under the handle @emilyschuman, she continues to share daily outfit inspiration, home design updates, product recommendations, and glimpses into her family life, maintaining her status as an influential tastemaker in the lifestyle space.