Baked by Melissa bite-size cupcakes in a variety of flavors, New York City

Our Story

YOU CAN DO ANYTHING.

The route begins before there was a storefront. In 2008, assistant media planner Melissa Ben-Ishay was fired. A conversation with her brother opened another street: bake cupcakes at home and organize that work as a business. The route ultimately identifies Melissa Ben-Ishay as a founder of Baked by Melissa.

Melissa Ben-Ishay with her mother, early days of Baked by Melissa.
Melissa Ben-Ishay with her brother Brian
Melissa Ben-Ishay and Scottie, Baked by Melissa team early days.
Melissa Ben-Ishay with her parents, who supported the founding of Baked by Melissa.

At the intersection of miniature and variety

At the product intersection were bite-size, mini cupcakes and an early set inspired by s’mores, tie-dye, peanut butter cup, and cookie dough. Baked by Melissa's city of origin was New York City, and the first retail address in its account was a pickup window in SoHo.

Baked by Melissa early days collage — SoHo pickup window, cupcake boxes, first team.

A grid powered by city energy and human connections

The female-founded business links its early creative energy to New York City. It also links its direction to people: relatives, friends, and teammates appear in the group vision behind Baked by Melissa.

Melissa Ben-Ishay of Baked by Melissa in New York City.

MAKE LIFE SWEETER.

The route closes with founder Melissa Ben-Ishay and the network around her. By naming family, friends, and team within its group vision, Baked by Melissa records a connected path rather than an isolated achievement.