Amirah Kassem
Owner and Founder, Flour Shop
In 2012, Amirah Kassem left behind a career in fashion to pursue her love of baking. In just seven years, her high-concept bakery, Flour Shop, has exploded into a highly sought-after brand, renowned for creating treats that routinely provide unexpected whimsy and sparkly joy.
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Full Bio
Amirah Kassem is an artist at heart and cake is her medium. Reflecting her multifaceted personality, she has created everything from a Chinese-takeout cake for Wu Tang Clan’s 20th Anniversary, to a Barbie Doll cake, inspired by her love for all things Barbie. She is a fanatic of all things rainbow and sparkles and is on a mission to spread joy via sprinkles and smiles. Her infectious personality and passion for food art is on full display as co-star of the upcoming Disney+ series,Foodtastic, premiering Fall 2021.
Kassem grew up in Chihuahua, Mexico where she learned to bake from her mother. Later on, she attended the Fashion Institute of Design & Merchandising in Los Angeles. Her primary language is Spanish and her father is from Kuwait (hence the Arabic name).
Amirah’s baking career began as a hobby, selling cake ball truffles in SoHo while working for a high-end fashion brand. Her creations quickly took off and attracted the attention of the tastemakers of New York. Her clients have included Kim Kardashian, Sarah Jessica Parker, Katy Perry and Rachael Ray as well as brands like Vans, Harry Winston, and Alice + Olivia.
She and her fondant-free creations have been featured in Vogue, Harper’s BAZAAR, The New York Times, Bon Appetite, Forbes, Elle, and Teen Vogue. She has appeared on talk shows like Late Night With Seth Myers and The Rachael Ray Show. And Amirah has headlined food festivals like Food and Wine Festival, New York Wine and Food Festival and BottleRock. Her Cara the Unicorn Explosion Cake was featured as Instagram’s most memorable trend of 2017. Her food-based installations have been exhibited in museums around New York City and the world. When the Brooklyn Museum celebrated Takashi Murakami, Amirah used 10,000 gumballs to create her own art installation, reinterpreting the Murakami flower.
In 2019, Kassem’s first cookbook, The Power of Sprinkles, was released and instantly hit the best sellers list; in it she shares her colorful recipes and important memories. Inspired by her experience with baking, her book aims to allow anyone to bake and create their own master creations. Amirah’s aim is to make baking less scary and more fun so that everyone can bring joy into their homes and festivities. She has also released 3 children’s books, which showcase the magic of birthdays and their importance to our lives. Kassem has also moved beyond the cake with bakeware, perishables and dinnerware collection with Williams-Sonoma, a complete home collection with Pottery Barn Kids & Teen, and footwear and apparel with Vans.
Amirah lives in Los Angeles with her husband and business partner, Ross “the boss” Harrow, and her daughter Coco.
Testimonials
Ernie was perfect for our Elders Conference at Little River Casino Resort in Manistee, Michigan. We will definitely be using PDA again!
LITTLE RIVER BAND OF OTTAWA INDIANS
Our speaker was great and the crowd enjoyed her! She was very engaging. Thank you again PDA for the great list of suggestions!
MEDTRONIC
Everything went great! and our speaker was wonderful! Thank you so much for all your help PDA! Looking forward to the next one.
UNIVERSITY OF MISSOURI – KANSAS CITY
I hope that this message finds you well. We had a phenomenal time with Atsuko this past Thursday. We wanted to just let you know how amazing she was. All those that were in attendance thoroughly enjoyed her and had nothing but amazing things to say about her. Thank you for working with us to make sure this happened!
BAYLOR UNIVERSITY CAMPUS
We had a fantastic day with Inge! She was very engaging with all those that attended. Her personal stories about the holocaust were very special and we were moved that she was willing to share them with everyone. Thank you again, PDA for all your hard work and dedication to make this program such a success!
SALT LAKE COMMUNITY COLLEGE
Dear PDA Group, Thank you so much for your hard work in scheduling our speaker! From the moment we reached out to you the first time, you worked with us on all details and logistics and kept us up-to-date on the progress. Thank you for all your hard work on making our event such a success! We couldn't have done it without you and your team!
SAP COMPANY
Thank you again, Dr. Kimbrough, for a great presentation, our attendees are still talking about it!
CAMPUS LABS
Dr. Henry Lee's presentation was entertaining, insightful and wise. I, and everyone at Pfizer, especially appreciate the remarks you directed about following your passion and preparing yourself to excel. Thank you, everyone, at PDA for helping to make this happen!
PFIZER
The event was successful! I received many messages expressing how awesome, outstanding and inspiring Ms. Webb-Christburg's speech was."
DR. MARTIN LUTHER KING, JR. MEMORIAL BREAKFAST, BOSTON, MLK SPEAKER
Everything went well. Atsuko was very easy to work with and the students enjoyed her performance! Thank you again for your recommendation and I hope to work with you again in the future!
CENTRAL MICHIGAN UNIVERSITY
Dr. Novello left this morning after a very successful event on our campus! Thank you PDA Group for your help from the first phone to the last you were with us every step of the way.
GRAND VALLEY STATE UNIVERSITY
Jordan Carlos was very very entertaining! A majority of students who answered the event survey indicated they really enjoyed Jordan and definitely will bring him back!
WESTERN CAROLINA UNIVERSITY
On behalf of myself and my organization Entertainment Unlimited the Campus Programming Board of Ferris State University, we thank you PDA and Dan for a successful event!! Dan was magnificent! Students really enjoyed the presentation. I know I did. Can't wait to bring in more programs with PDA Group.
FERRIS STATE UNIVERSITY
It was a great pleasure to work with PDA Group! The communication was always prompt, friendly and helpful. We loved the speakers and events we booked through Mr. Peter Walker (PDA Group).
WESTERN MICHIGAN UNIVERSITY
Thank you, Peter, for all your help, you'll be happy to know that the event went incredibly well! Aneesa Ferreira was by far one of the best speakers we've ever had!
FURMAN UNIVERSITY
Topics
My Journey as an Entrepreneur
Women in Business
Videos
Amirah Kassem Shows Jimmy How to Make a Sprinkle-Filled Explosion Cake Using Piñatas
Flour Shop's Amirah Kassem Teaches Drew How to Make Unicorn Rainbow Cake
News
Testimonials
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