Amirah Kassem

Owner and Founder, Flour Shop

In 2012, Amirah Kassem left behind a career in fashion to pursue her love of baking. In just seven years, her high-concept bakery, Flour Shop, has exploded into a highly sought-after brand, renowned for creating treats that routinely provide unexpected whimsy and sparkly joy. She crafts over-the-top treats which take on the shapes of cheeseburgers, pizzas, buckets of popcorn and her now famous explosion cakes. With her signature bubbly personality, Kassem shares with audiences her journey to start her own business, how she connects to her boundless imagination and inspires audiences to pursue their passions--no matter what shape or flavor it comes in.

BIO

Amirah Kassem is an artist at heart and cake is her medium. Reflecting her multifaceted personality, she has created everything from a Chinese-takeout cake for Wu Tang Clan’s 20th Anniversary, to a Barbie Doll cake, inspired by her love for all things Barbie. She is a fanatic of all things rainbow and sparkles and is on a mission to spread joy via sprinkles and smiles.

A graduate of Fashion Institute of Design & Merchandising in Los Angeles, Kassem began her baking career as a hobby, selling cake ball truffles in SoHo while working as a General Manager for a high-end fashion brand. Her creations quickly took off and attracted the attention of the tastemakers of New York. Her clients have included Kim Kardashian, Sarah Jessica Parker, Katy and Rachael Ray as well as brands like Vans, Harry Winston, and Alice + Olivia.

She and her fondant-free creations have been featured Vogue, Harper’s BAZAAR, The New York Times, Refinery29, Forbes, Elle, and Teen Vogue. She has appeared on talk shows like Late Night With Seth Myers and The Rachael Ray Show. And Amirah has headlined food festivals like Food and Wine Festival, New York Wine and Food Festival and Catskills Festival. Her Cara the Unicorn Explosion Cake was featured as Instagram’s most memorable trend of 2017.

But she didn’t learn her skills in culinary school. Instead, Amirah grew up baking and sculpting with her mother in Mexico, where she discovered an appreciation for fine ingredients — and mastered the art of multi-sensory experiences. Today, her food-based installations have been exhibited in museums around New York City. When the Brooklyn Museum celebrated Takashi Murakami, Amirah used 10,000 gumballs to create her own art installation, reinterpreting the Murakami flower.

In 2019, Kassem will premiere her collection with Williams Sonoma. Her first cookbook,  The Power of Sprinkles, was released in April; in it she shares her colorful recipes and important memories. Inspired by her experience with baking, her book aims to allow anyone to bake and create their own master creations. Amirah’s aim is to make baking less scary and more fun so that everyone can bring joy into their homes and festivities.

Kassem lives in NYC with her husband and business partner, Ross “the boss” Harrow.

Amirah Kassem is an artist at heart and cake is her medium. Reflecting her multifaceted personality, she has created everything from a Chinese-takeout cake for Wu Tang Clan’s 20th Anniversary, to a Barbie Doll cake, inspired by her love for all things Barbie. She is a fanatic of all things rainbow and sparkles and is on a mission to spread joy via sprinkles and smiles.

A graduate of Fashion Institute of Design & Merchandising in Los Angeles, Kassem began her baking career as a hobby, selling cake ball truffles in SoHo while working as a General Manager for a high-end fashion brand. Her creations quickly took off and attracted the attention of the tastemakers of New York. Her clients have included Kim Kardashian, Sarah Jessica Parker, Katy and Rachael Ray as well as brands like Vans, Harry Winston, and Alice + Olivia.

She and her fondant-free creations have been featured Vogue, Harper’s BAZAAR, The New York Times, Refinery29, Forbes, Elle, and Teen Vogue. She has appeared on talk shows like Late Night With Seth Myers and The Rachael Ray Show. And Amirah has headlined food festivals like Food and Wine Festival, New York Wine and Food Festival and Catskills Festival. Her Cara the Unicorn Explosion Cake was featured as Instagram’s most memorable trend of 2017.

But she didn’t learn her skills in culinary school. Instead, Amirah grew up baking and sculpting with her mother in Mexico, where she discovered an appreciation for fine ingredients — and mastered the art of multi-sensory experiences. Today, her food-based installations have been exhibited in museums around New York City. When the Brooklyn Museum celebrated Takashi Murakami, Amirah used 10,000 gumballs to create her own art installation, reinterpreting the Murakami flower.

In 2019, Kassem will premiere her collection with Williams Sonoma. Her first cookbook,  The Power of Sprinkles, was released in April; in it she shares her colorful recipes and important memories. Inspired by her experience with baking, her book aims to allow anyone to bake and create their own master creations. Amirah’s aim is to make baking less scary and more fun so that everyone can bring joy into their homes and festivities.

Kassem lives in NYC with her husband and business partner, Ross “the boss” Harrow.

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My Journey as an Entrepreneur

Women in Business

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