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How Flour Shop Founder Amirah Kassem Built an Empire Out of Sprinkles and Birthday Cakes

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After a lot of training and hiring, I realized that I need a boss who can teach me. That’s what I also want from my kitchen staff. Every single person I have brought in has done it better than me or knows what they are doing. [more]Because I’m still learning. I want the best. So if someone is better than me, I’m like, “I’m hiring you.” I don’t know what I would do without my kitchen manager in New York. Stephanie runs the L.A. airport so I was able get to L.A. [the New York store]. I have confidence in the production and quality of the products. Good people are like family in a company. That’s how I feel about most my employees.

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This is the financial advice I swear by

Save money and invest in the future. I always put back any extra money we have. Flour Shop grows because I invest in myself. It is important to invest in yourself.

How do I manage anxiety?

I am most anxious when there is nothing to do. The more busy I am, I’m more focused on each task because I don’t have anything to do. HaveIt’s possible. There is no other choice. But I do my best to cope with anxiety by cooking. Because I had the time, I cooked more during COVID than I ever had in my life. I had to find things to keep me busy, like, “What is the longest salsa recipe I’ve never made because it takes forever?” And puzzles. Oh my God, I love, love, love puzzles. I have just as many puzzles to solve as clothes with sequins.

How do I reward myself for a great work day?

If I’m in New York, it’s Prince Street Pizza. If I’m in L.A. it’s a glazed donut from SK Donuts. I love a sprinkle doughnut or glazed donut. I used to go to New York twice per month before COVID. I don’t think that I go to New York as often as I used to, but I do hope to return. I mean, I miss pizza. 

How do I reward myself after a stressful day?

Because of her joy and laughter, I immediately go to my daughter. Her joy at not knowing the details reminds me of what is important. Ice cream is always good. Unless you experience a brain freeze.

My go-to desk snack

I keep mini KitKats in the freezer. I love cold chocolate. I have this crazy pantry, and it usually has Kettle jalapeño chips or sesame sticks or cashews or anything salty in it. I need something sweet in the middle. I’m always looking for new chocolate cakes, new chocolates, new ice creams, or something else. It’s part of my job. But at my desk I love Hot Cheetos.

My go-to thank-you gift

Or flowers. Popupflorist is my New York-based florist. Empty Vase in Los Angeles is my choice for flowers. It’s usually cake.

My go-to email sign-off

“Sprinkles and smiles.” Every email. It’s a habit that everyone in my company follows now. It was something I did not tell anyone to do. It just happened naturally.

My mantra

I have a quote in my book on a giant page that says, “Make the mess.” It just means, let loose, be creative, make the mess. While it is specific to the kitchen, I believe in it in all aspects of my life. It’s okay. Try new things. Do it. Make the mess and you will be able to clean it up. I think that as long as you are still working towards a goal, that’s just awesome. And the back of my book has my favorite quote which says, “A woman’s place is in the kitchen…of a company she built from scratch.”

Jessica Radloff, theGlamour West Coast editor. You can follow her and see what happened the first time she cut open a Flour Shop cake—which is now her favorite—on her Instagram @jessicaradloff14.



Source: Glamour

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