Ivan Brown Melissa Ben-Ishay, the founder of Baked by Melissa, is a shining example of turning career setbacks into entrepreneurial triumphs.
Before launching her iconic cupcake brand, Ben-Ishay worked at a New York City ad agency but felt disconnected and unfulfilled in the role. Getting fired from her job turned out to be a pivotal moment. Seeking advice, she visited her brother, who suggested starting a cupcake business. With his encouragement, they swiftly built a website and photographed her colorful cupcakes using a simple white sheet as a backdrop.
In 2008, Ben-Ishay was running the entire operation herself. From hand-delivering cupcakes to tastings and cold-calling caterers from her bedroom, she was determined to make her dream a reality. Orders were packed into white cardboard deli boxes, which she carried on the subway, all while baking in her small apartment kitchen. Her signature bite-sized tie-dye cupcakes quickly became a hit.
Her big break came when the owner of Cafe Bari, smitten by her creations, offered her a commercial kitchen in exchange for cupcakes sold at cost for holiday markets. Seven months after starting the company, she moved her operations into Cafe Bari’s basement. This collaboration not only provided a professional workspace but also brought in a steady stream of foot traffic. By the following year, the buzz had grown so much that Baked by Melissa opened its second location in Union Square.
From Local Favorite to Nationwide Sensation
Today, Baked by Melissa is a global success story with 14 brick-and-mortar locations, nationwide delivery, and a massive online following, including over 2.5 million TikTok fans. Ben-Ishay, now the CEO, has even penned her second cookbook, Come Hungry.
Social media has played a vital role in growing the brand. In 2021, Ben-Ishay’s “green goddess” salad recipe went viral on TikTok, becoming Google’s sixth most-searched recipe of the year. The buzz brought her national media attention, with celebrities like Cardi B and Lizzo recreating her recipe. The follow-up “green goddess” ranch recipe racked up millions of views, cementing her presence as a culinary influencer.
“Social media is an incredible tool,” Ben-Ishay shared. “When you show up every day, listen to your audience, and create quality content, you can achieve anything.”
Her success on platforms like TikTok has allowed her to expand her brand beyond cupcakes, sharing recipes and promoting a philosophy of wholesome, nourishing meals.
Breaking Barriers as a Female Entrepreneur
As a female founder, Ben-Ishay has faced unique challenges. Research shows women entrepreneurs often have limited access to funding and face skepticism from male-dominated investor networks. Despite these barriers, female-led businesses frequently outperform the market.
“It’s tough to succeed in business no matter your gender,” she acknowledged. “But women often struggle with confidence, while men can be overconfident. I didn’t take on the role of CEO until 2019 because I doubted myself. I was wrong.”
Her journey highlights the importance of perseverance and stepping out of your comfort zone. “The unpredictable nature of entrepreneurship is what I love,” Ben-Ishay said. “It’s in those moments of challenge that we grow the most.”
Melissa Ben-Ishay’s story is more than a tale of business success — it’s an inspiring reminder of the power of resilience and the rewards of following your passion.
