About the Blogger

Hi, I’m Justin and I’m kind of a dessert snob

Not the annoying kind, though! I just believe desserts should always taste as good as they look. You won’t find dry cake or boring cookies here. I’m all about buttery, moist, flavor-packed bakes that make people go, “Wait… you made this?!” Whether you’re a beginner or a full-on baking boss, you’re in the right place.

How It Started

Every holiday season, you’d find me in the kitchen with my mom and grandma, covered in powdered sugar and sneaking cookie dough when no one was looking. Baking was our love language, and I was obsessed. So obsessed that I asked for a KitchenAid mixer when I was 10 (yep, ten… and I was thrilled to get it). While other kids wanted bikes, I wanted buttercream.

What started as holiday fun turned into a full-blown passion. Over the years, that passion became a business, a blog, and a platform where I get to share all my favorite recipes, tips, and viral baking moments with you. And we’re just getting started.

A slice of Funfetti layer cake with colorful sprinkles and layers of vanilla buttercream frosting.

Justin Ellen posed with a pink Latto themed birthday cake.

Where We Are Now

Through word of mouth and the power of social media, I’ve become one of the most in-demand bakers in New Jersey. Our cakes are known for being bold, beautiful, and unforgettable, and we’ve had the honor of baking for icons like Mary J. Blige, Carol Maraj, Jessi Ho, and the cast of The Lion King on Broadway.

But the impact doesn’t stop at custom cakes. I’ve built a community of over 1 million followers across platforms by sharing everything from cake decorating behind the scenes to chaotic baking challenges, all with a big dose of my personality and humor. And now with the launch of my blog, I’m sharing my most-loved recipes to help you feel confident, inspired, and ready to bake something amazing right from your own kitchen.

Still, my journey has always been about more than cake. Growing up, I saw how powerful a simple dessert could be, especially in moments that needed joy. That’s why we launched We Bake a Change, a nonprofit initiative using the art of baking to give back. Because no matter your story, everyone deserves something sweet to celebrate.

Shop My Kitchen Gadgets

Want muffins like this? Or cakes that rise just right? These are the tools I use on repeat in my kitchen, the ones that make baking way easier, smoother, and honestly more fun. No gatekeeping here. Grab what I swear by below and level up your bakes like a pro.

Let’s work together

Partnerships and Collaborations

With over1 million combined followers, we know what it takes to capture attention and make an impact. Our custom collaborations feature stunning cakes and delicious recipes, brought to life through high-quality, engaging videos that showcase your brand in the best light. From concept to creation, each project is crafted with precision, ensuring your message reaches a wide and captivated audience. Let’s create something unforgettable together.