Melissa Ben-Ishay has, quite literally, the sweetest job. As the founder of Baked by Melissa, she whips up bite-size cupcakes in flavors spanning chocolate chip cookie butter, pink-frosted donut, and peanut butter and jelly. What started in her kitchen in 2008 has grown into a booming business.
But none of this would have happened if Ben-Ishay wasn’t fired from her job in 2008. After calling her brother in tears, he quickly told her to do what she does best: bake. So, she did. She baked 250 cupcakes that day and, in the process, realized her true calling. Cut to today and Baked by Melissa operates 13 retail stores and ships the delicious under-50-calorie cupcakes nationwide. And after years of working with her brother, Melissa recently stepped into his shoes taking on the role of CEO.
Here, Ben-Ishay shares her recipe for success, including how she moved past the fear to take the leap and start her own business, what inspires and motivates her on her most challenging days, and the sage advice she’d offer to other entrepreneurs at the beginning of their careers.
CREATE & CULTIVATE: Your story is such a great example of turning a negative into a positive. After you were fired from your corporate job, you took a risk and made it a success, no matter what. How did you work through the initial uncertainty? How did you get past the fear and take the leap?
MELISSA BEN-ISHAY: I surrounded myself with people who love me and supported me when I didn't necessarily feel the confidence in myself. One of those people is my big brother and co-founder of Baked by Melissa we would not be here without him.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I see every challenge as an opportunity to learn and grow. I know it's not always going to be rainbows and butterflies, and at this point, I almost seek out those opportunities to go out of my comfort zone and think of things from a different perspective. It's those moments that often result in the greatest change.
“You’re going to have hard days and amazing days and that just comes with the territory.”
You've had incredible success with Baked By Melissa—what traits has it taken to get there? What advice would you give other entrepreneurs at the beginning of her career?
You have to be willing to work your ass off, make your career your topmost priority (you can only have one), and really do whatever it takes to get the job done. You're going to have hard days and amazing days and that just comes with the territory. Know what you are good at and surround yourself with people who have skills that you don't. I could go on forever but I'll stop there.
What started in your kitchen is now 14 locations making baked goods shipped nationwide—what has been your recipe for success? Why do you think your cupcakes have resonated so much with people? What's the secret sauce?
At Baked by Melissa, everything is made entirely by hand with only the most delicious ingredients. I still create every flavor we sell and we have the most incredible team.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
At this point, I expect the challenging days, and quite frankly, those are the most meaningful ones. I think it's the way you respond to the things that challenge you that defines who you are and where you go from there.
You've served so many happy customers but what is your favorite memory of a customer's reaction to your desserts? How did it make you feel? How does that inspire you?
Oh my gosh so many. When we were first starting out with one location I was still baking every cupcake and also relieving the person working our store so they could go on break. I never wanted to stop baking to go up there but without fail every single time, the energy of our customers made me so happy to be there and literally made my day better. Their energy is what drives me and we wouldn't be here without them.
Since you started, the cupcake craze has taken off. How are able to stay unique in such a saturated industry? What makes you stand out?
I see the cupcake as my vessel for flavor and what I am really giving you is the perfect bite of each of my favorite desserts. I put so much thought into every flavor and product we come out with and you can actually taste the love in each bite.
“I think it’s the way you respond to the things that challenge you that defines who you are and where you go from there.”
What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?
I would say the biggest mistake I made was not going above and beyond in my advertising job which is what led to me being fired, but, hey, thank god that happened!!
What is the #1 book you always recommend?
I love The Alchemist by Paulo Coelho.
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