Stars of our TV advert: Miriam, owner of Camie & Lily’s

In this series of Member Spotlights, you’ll meet the people who feature in our new TV advert.

Miriam Emele is the Founder and CEO of Camie & Lily’s.

👋🏼 Hello Miriam! Tell us about your business…

Miriam Emele, Camie & Lily's

Camie and Lilys creates luxury and bespoke cakes for family, friends, colleagues, anyone!

I launched the company in February 2020. Customers order cakes for special occasions so my wish is that my creations are pleasing to look at and help make an event an enjoyable and memorable experience.

I describe myself as the corporate bee by day, baker by night.

What motivated you to start up your own business?

My family! They have been my rock throughout this journey. I’d like to give a big shout-out to my younger brother Raphael. He’s been the company’s backbone and has supported me in so many ways.

Does anyone else help you? Do you have a business mentor?

I have to say my Mum and Dad are both my mentors – they are there for me mentally, spiritually and emotionally. In good times and tough times, I can count on them to give me timely advice – usually a verse from the Bible – that’s uplifting and encouraging.

How did you hear about Tide? Why did you choose us?

My sister Jennifer told me about Tide. She works as a contractor and kept telling me how effective and simple the app was. I was sold!

My favourite feature is the receipt uploader – it keeps me organised.

Everyone in your family sounds so helpful. How you fit this work in around your day job?

I’m very cautious with how many orders I take each week so I don’t burn out. I ask all customers to give me at least one to two weeks’ notice so I can prepare in advance.

I’ve also learned to say no. When I reach capacity, sometimes it’s hard to say no but it’s important for me so I can keep providing the best service to my customers.

You’re right, saying no is such an important skill for everyone to learn. Would you like to make running Camie & Lily’s your main job one day?

I prefer to let the future unfold according to God’s plan. Last year, I didn’t know I would have a business so it’ll be interesting to see what happens!

Where do you get your supplies from?

I buy in bulk at supermarkets or online. For decorations, I shop at a small business I found on Instagram: eoxcaketoppers

In the world of baking, whose work do you most admire?

Hummingbird Bakery and Lola’s Cupcakes are huge inspirations!

Camie & Lily's cupcakes
Camie & Lily’s cupcakes

What’s your favourite of the bakes you create?

This one I decorated with dried flowers. Styles like this are becoming more popular and I love how this looks:

Camie & Lily’s celebration cake

If this cake was a person, it would be me! I love the simple detailing accompanied by the beautiful dried flowers. I like how the dried flowers bring out the beauty of a significant cake like this. Effortless and timeless!

A favourite with customers is my sprinkles cake – it’s currently my number one top-seller! It’s nostalgic – going back to our days at primary school, when we had it for dessert after school dinners. It brings back so many memories for people – I’ve simply brought those memories back to life!

Camie & Lily's sprinkle cake - and custard!
Camie & Lily’s sprinkle cake

What’s one thing you wish customers knew about cake-making?

That I spend more time designing and coming up with ideas than actually baking!

It sounds like you even dream about cakes. Who would be your dream customer, and why?


Melissa’s Wardrobe – she’s a fashion blogger. I love her work ethic and how creative she is in her craft. 

I would love to bake her a signature Camie and Lily’s cake!

Check her out on Instagram: @melissaswardrobe

How has your business been affected by the coronavirus crisis?

I’m so grateful that my business has thrived during this unprecedented time. I pray it will continue!

What websites have you used for business advice?

This article on The Balance Small Business is very useful: How to start a baking business from your home

And I also got lots of advice from this e-book: Slashed: The Ultimate Social Media & Influencer Marketing Guide

What would you say to people like you thinking about starting their own business?

Don’t allow fear to drive you away from your dreams. If you dream it, do it. If you don’t, you’ll be doing a disservice to yourself and society.

How are you feeling about your business’s prospects for the coming year?

Very positive. Every day, new ideas run through my head which I’m bursting to share with everyone.

I believe that one day my cakes will be stocked in either Selfridges or Harrods – by saying it, I’m speaking it into existence!

As well as nudging Selfridges and Harrods, how could Tide support you more?

I love Tide’s Masterclasses so please do more sessions about how to succeed in running a small business.

We plan to! Thanks for talking to us, Miriam. Lots of luck for 2021 – we look forward to following your company’s progress.

Connect with Camie & Lily’s

Watch our TV ad

Here’s our new TV advert, featuring Miriam, Lucy, David, Owen and Caroline:

Have your say

What do you think of our advert? We’re always keen to hear from you – get in touch with us on LinkedInInstagram, Facebook or Twitter.

Photos by Rupert Mason unless otherwise stated.

Suzanne Worthington

Suzanne Worthington

Senior Writer

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