HERE / NOW WITH
Here / Now With Amirah Kassem
Here / Now With Amirah Kassem
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Part Lisa Frank, part Willy Wonka, Soho’s sugar sensation Flour Shop is a direct reflection of self-proclaimed “flourist” Amirah KassemBubbly,
bright, and with a youthful energy that will never be tamed, Amirah is a true Cake Boss. Raised in Mexico and now based in NYC, Amirah has managed to take a lifelong passion for baking and sweets and has transformed it into an exciting profession. She left the alluring world of fashion and is redefining the role of a woman in the kitchen. She started with small individual orders that were personalized for each customer and now runs the entire show and an equally happy team, spreading pure joy and leaving behind a trail of cheerful sprinkles and glitter. Fashion icons from Chanel to Stella McCartney and Alice and Olivia to Hollywood royalty like Katy Perry and Barbie have all sought our her larger-than-life cake creations and cake balls (Her cake balls were such a hit at our Bergdorf Goodman event too!). Flour Shop has reached cult status in a few short years and can already tell its future is looking rainbow bright.
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  • I was put on this Earth to:
  • Smile!

  • What I do every day:
  • Bake! And play with sprinkles!

  • A milestone for Flourshop that I will never forget:
  • Opening the first store in Soho, NYC!

  • How I maintain my business mind when I'm surrounded by so much fun and sugar:
  • Easy– my business IS fun and sugar!

  • My biggest inspirations for the menu and the shop:
  • Rainbows!!

Amirah Kassem photographed by Jae Eun Seok in New York HERE / NOW WITH MORE AMAZING WOMEN