Alumni

FIDM Grad Amirah Kassem is Author of The Power of Sprinkles

Apparel Industry Management graduate, Amirah Kassem, worked in the fashion industry before founding New York City's famed fondant-free Flour Shop bakery and writing her first "cake book." 

Amirah grew up baking and sculpting with her mother in Chihuahua, Mexico, where she discovered an appreciation for fine ingredients. After attending FIDM in Los Angeles, she worked for 7 For All Mankind, Fred Segal, and Interview Magazine. She then moved to New York where she worked alongside Johan Lindeberg in the launch of BLK DNM before striking out on her own to launch Flour Shop in 2012. 

Her Insta-famous rainbow explosion cakes and passion for bright and bold colors have led to a multimillion dollar business for the FIDM graduate. Amirah has said: “I work hard for myself but also hope to inspire little girls playing with Easy-Bake Ovens to build their own empires. Because a woman’s place is in the kitchen…of a company she built from scratch.”

Her food-based installations have been exhibited at the Whitney Museum, Brooklyn Museum, and countless fashion parties, and her clients include Kim Kardashian and Katy Perry, and brands such as Louis Vuitton and Alice + Olivia. After becoming an international sensation thanks to the help of social media, she's published The Power of Sprinkles: 35 Cakes and a Gazillion Ideas from the Flour Shop.

The book shares the secrets to making her magical cakes at home. With 29 different cakes—from unicorn and donut cakes to cakes that look like everything from popcorn to avocado toast—the book is filled with inspired photographs, illustrations, and plenty of creativity. Kelly Ripa said: "The Power of Sprinkles is a decadent, delicious, gorgeous, sparkly delight...just like Amirah herself!”

Keep up with Amirah Kassem at flourshop.com and on Instagram @amirahkassem.

Categories:  Apparel Industry Management Alumni