"An Instagram-based pastry venture launched by Brooklyn-based pastry chef Joy Cho after she lost her pastry cook job at the start of the pandemic; it sells small "gem cakes" to the New York City area. The baker developed a two-layer cake that translates the cinnamon-roll experience into cake form by adding cinnamon to the batter and frosting, using some whole-wheat flour for bread-like depth, and incorporating cream cheese and buttermilk for tang; finished with a cinnamon-spiked cream-cheese frosting and toasted pecans, the cake aims to capture the warm aroma, nostalgia, and comforting flavors of a classic cinnamon roll without the work of yeasted baking." - Joy Cho