Cupcakes and Cashmere

What Cupcakes and Cashmere does

Cupcakes and Cashmere is a direct-to-consumer lifestyle e-commerce brand founded in 2010 and headquartered in Los Angeles. The company operates a Shopify-based storefront at cupcakesandcashmere.com, selling curated fashion jewelry (earrings, necklaces, bracelets, rings), accessories (bags, wallets, sunglasses, hair accessories, clothing), and home goods (candles, diffusers, hand soaps, kitchen items, and decor). Product pricing spans from under $10 fashion pieces to fine jewelry exceeding $2,000, including lab diamond huggies at $318 and a 4.5 CTW diamond tennis bracelet at $2,200, with materials ranging across 14K gold, lab diamonds, cubic zirconia, pearls, opals, silver, and vegan leather.

The business runs a one-time transaction model with free shipping on orders above $100 and a loyalty program (C&C Rewards: 1 point per $1 spent, 200 points for membership). Founder Emily Schuman, a lifestyle influencer, drives customer acquisition through personal accounts on Instagram (@emilyschumanfuller), TikTok, and Pinterest. The company also offers engraving and personalization services for gifts and maintains a wholesale channel for retail partners. It is privately held with no disclosed institutional investors, no external funding rounds, no parent company, and no subsidiaries.

Cupcakes and Cashmere targets US-based fashion-conscious women as the primary segment, with secondary segments spanning bridal shoppers, home decor enthusiasts, and gift buyers. Marketing is concentrated on organic social channels and email newsletters, with UGC featuring customer and influencer styling posts. The company has 11–50 employees, operates only in the United States, and is recognized by the consumer-facing brands 'C&C Shop' and 'Shop Cupcakes and Cashmere'.

Name

Cupcakes and Cashmere

Legal name

Cupcakes and Cashmere

Website

https://cupcakesandcashmere.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Cupcakes and Cashmere is a direct-to-consumer e-commerce brand selling curated fashion and fine jewelry, accessories, and home goods to US consumers, with founder Emily Schuman's personal brand driving customer acquisition across Instagram, TikTok, and Pinterest.

Ownership category

akta.pro rank

Product category

Fashion Jewelry and Accessories

NAICS

Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN)

akta.pro secondary industry

Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ)

Keywords

• Fashion jewelry
• Fine jewelry
• Lifestyle e-commerce
• Fashion accessories
• Home decor

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue generated through direct e-commerce sales of jewelry, accessories, and home goods. Customers purchase individual items at listed prices with free shipping on orders over $100. One-time transaction model with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Cupcakes and Cashmere operates a direct-to-consumer online storefront selling curated fashion jewelry, fine jewelry (diamonds, 14K gold), fashion accessories (bags, wallets, sunglasses, hair accessories, clothing), and home goods (candles, diffusers, hand soap, kitchen items, decor). The assortment is curated by founder Emily Schuman and spans price points from under $50 to over $2,000, with engraving/personalization services and a C&C Rewards loyalty program.

Product overview

Cupcakes and Cashmere is a lifestyle e-commerce brand offering a curated selection of fashion jewelry, accessories, and home goods. The core product portfolio consists of jewelry (including fine jewelry with diamonds and 14k gold, fashion jewelry with cubic zirconia, pearls, and opals), accessories (bags, wallets, sunglasses, hair accessories, clothing), and home goods (candles, diffusers, hand soap, kitchen items, decor). The brand also offers personalization/engraving services and a loyalty rewards program (C&C Rewards). Products are sold through their Shopify-based e-commerce platform with a focus on chic, everyday styling curated by founder Emily Schuman. Notable collections include The Cabana Club, The Whisper Collection, The Bold Standard, Layering Chains, and bridal jewelry.

Differentiator

Problem solved

Functional benefit

Products and services

• Jewelry Collection Core jewelry offering including necklaces, earrings, bracelets, rings, and fine jewelry in materials such as 14K gold, diamonds, cubic zirconia, opals, pearls, and silver, with named collections such as The Whisper Collection, The Bold Standard, and Layering Chains. Targeted at fashion-conscious women shopping for everyday and occasion styling.
• Accessories Collection Fashion accessories including bags, wallets, sunglasses, hair accessories, clothing, keychains, and bag charms, with named edits such as The Cabana Club and Tonal Harmony. Targeted at style-influenced shoppers seeking coordinating finishing pieces.
• Home Goods Collection Home decor and lifestyle products including kitchen and bar items, home and decor, organization and storage, candles, hand soap, diffusers, and matches and accessories, with named collections such as Seaside Decor. Targeted at home decor enthusiasts and gift buyers.
• Engraving and Personalization Service Personalization service that lets customers add custom engravings to jewelry and gifts, creating meaningful keepsakes. Targeted at gift buyers and bridal shoppers seeking personalized items.
• C&C Rewards Program Loyalty rewards program where members earn 1 point per $1 spent, with 200 points unlocking membership benefits and points redeemable like cash at checkout. Targeted at repeat individual consumers of the storefront.
• Bundles and Sets Curated gift bundles and sets such as The Cher and Blythe Bundle, which pairs matching earrings and pendant necklace as a coordinated gift. Targeted at gift buyers and bridal shoppers.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gorjana: Gorjana is a California-based DTC jewelry and accessories brand known for layering pieces, everyday styling, and accessible price points. Comparable in lifestyle positioning, layering-jewelry focus, and female-skewing customer base.
• Mejuri: Mejuri is a leading DTC fine and fashion jewelry brand offering everyday and bridal jewelry at multiple price tiers through its own e-commerce storefront. Highly comparable in target customer (fashion-conscious women), price ladder strategy, and direct-to-consumer model.
• Ana Luisa: Ana Luisa is a DTC fine and demi-fine jewelry brand offering solid gold pieces at accessible price points through its own e-commerce site. Comparable in price-tier ladder, female demographic, and direct-to-consumer jewelry focus.
• AUrate: AUrate is a DTC fine jewelry brand offering solid gold and diamond pieces at accessible price points through its own e-commerce platform. Closely comparable in fine-jewelry pricing strategy, customer profile, and curated direct-to-consumer experience.
• Stella & Dot: Stella & Dot is a jewelry and accessories brand known for styling-led curation and accessible price points, sold online and through a network of stylists. Comparable in curated accessories assortment and female lifestyle positioning.
• BaubleBar: BaubleBar is a DTC jewelry and accessories brand selling fashion-forward pieces at accessible price points through its own site and retail partners. Comparable in product mix (jewelry + accessories), customer demographic, and online-led go-to-market motion.
• Brilliant Earth: Brilliant Earth is a DTC fine jewelry brand specializing in ethical diamonds, engagement rings, and bridal jewelry. Comparable in fine-jewelry DTC model, bridal/occasion focus, and online-first customer experience.

Broad incumbents

• Etsy: Etsy is a major online marketplace for handmade, vintage, and curated jewelry, accessories, and home goods. Comparable in product categories (jewelry, accessories, home decor) and female-skewing gifting customer, but operates a marketplace rather than inventory-led retail.
• Kendra Scott: Kendra Scott is a much larger established jewelry and accessories brand with DTC, wholesale, and flagship retail channels. Comparable in core product category and customer demographic but operates at significantly greater scale and assortment breadth.

Emerging players

• Maison Miru: Maison Miru is a smaller DTC fine jewelry brand focused on everyday lab-grown diamond and solid gold pieces. Comparable in fine-jewelry DTC positioning and accessible luxury pricing tier, though with a narrower assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks2 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/cupcakesandcashmere
• Facebookfacebook.com/cupcakesandcashmere

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cupcakes and Cashmere