Jemma Wilson is one of the biggest names in social media food circles. The woman behind “Crumbs and Doilies” has a huge social media following on her IG account and YouTube channel, and her own bustling shop in Soho. But it took her a while to get there.
In 2006, Jemma had just dropped out of art school and wasn’t sure what to do with her life. To pass the time, she started baking. She had zero experience in the kitchen up to that point, but she also had nothing to lose. slowly she honed her skills, and eventually, her attempts started leading to success – her friends and family loved her cupcakes and could have enough.
Eventually, after a short stint as a worker at a bakery, she decided to venture on her own and build her business. With a borrowed mixer and a second-hand car, she set up a stall in Brick Lane’s Sunday Upmarket and started selling her cupcakes.
A chance encounter with Jamie Oliver led to her launching her channel on his Food Tube Network, where she filmed step-by-step baking tutorials. That’s when she really exploded – young foodies on social media loved her quirky personality and creative cupcakes and she became one of the hottest names in the industry.