Mention the name Emily Schuman around a group of twenty- and thirty-somethings and at least one of them is bound to gush about how they've been following Schuman's blog, Cupcakes and Cashmere, for years and years, seeing her through a wedding, a baby, a book launch—and now her first clothing line.
"When I first started my blog I was just hoping to be able to maintain it for a few months," the Los Angeles–based blogger told us in an interview before an appearance at the Nordstrom flagship store over the weekend. "But for any girl who loves fashion, this is really the dream. The fact that we could make such a beautiful line and have such a wonderful partnership...I couldn't be happier."
That partnership makes Nordstrom the exclusive brick-and-mortar carrier of the inaugural Cupcakes and Cashmere collection, alongside Shopbop which sells the clothing online. The pieces are, like Schuman, breezy and uncomplicated, and at a price point (most pieces hovering around $100) her nearly 300 thousand Instagram followers can get behind.
"I just wanted to create a line meant for the everyday girl who is balancing a bunch of things—whether she's going to school or work, going to brunch, out on a date on the weekends. Versatile pieces that are classic but feel like they have a little bit of a twist."
As for balancing being a popular blogger, burgeoning designer, new mother, brunch goer, et al, Schuman told us it's about concentrating on the task at hand. "The main thing that I try to do is focus on one thing and I give it my all. Then when I'm off that project I try not to keep my foot in both things. But I like to have a really full plate, I've always been someone that thrives in a bit of chaos."