"Founded by a Brooklyn–based pastry chef and freelance writer who lost her pastry-cook job at the start of the pandemic, this Instagram-based pastry business sells small-format “gem” cakes to customers in the New York City area. It grew out of the founder’s professional pastry background into a direct-to-consumer operation on social media, offering handmade cakes for local pickup or delivery rather than operating as a traditional storefront." - Joy Cho