When Justin Ellen Received A “Random” Direct Message on Instagram asking if he wants to be a part of Netflix show called “Is It Cake?” – he considers it “very sketchy.”
Only when they said there was an interview did he realize: “Okay, it’s legal,” said the youngest contestant of the popular baking show.
After an interview with Zoom and a month of waiting, Ellen – then 18 years old – was selected to participate.
It was overwhelming, he admitted.
“Because I was super young… and I realized I had to fly and stay in hotels alone. Filming lasted a whole month. I’ve never been away from my family for so long,” he said. CNBC Make It.
Ellen even had to skip her high school graduation to film the show.
“Is it a cake?” is a baking competition where bakers create edible replicas of everyday objects – such as sneakers and bags.
At first glance, the 19-year-old doesn’t seem to have as much experience as the other contestants. The young baker only started creating surreal cakes two years ago. One of his rivals started baking cakes before Ellen was even born.
Before appearing on Netflix, however, he ran his own successful cake business, Everything Just Baked.
I realized that I don’t need to think petty. There’s a lot you can do in this area… think about every lane you could get into.
Justin Ellen
Owner, Everything Just Baked
Ellen, from New Jersey, said: “Last year, we pulled in $100,000 in sales.
“With [the] Netflix [show] coming soon, I’ve been getting a lot of requests…my calendar is flooded. I am very grateful for that. “
Work hard and fail
Ellen learned how to make cakes from her mother and grandmother when she was 7 years old. They often bake together during holidays like Thanksgiving.
From bread, to scones and cookies, they bake everything – but strangely “never pastry”.
Justin Ellen started baking with her mother at the age of 7.
Justin Ellen
But he quickly rose to the top as an assistant, and by the time he was 14 years old, he was watching baking video tutorials on YouTube and was inspired to start his own creation.
“I just watch videos of other people doing it, YouTube is a great thing. You just have to really practice and take the time to learn,” he tells CNBC Make It.
“I failed so many times… I would think it was such an easy cake and then things went wrong.”
However, Ellen remained undaunted. While in high school, he began to immerse himself in baking – a job that was “definitely hard” because he didn’t have much time to spare. He recounted when he entered a baking contest and went to school at 5 am to practice.
“I’m very busy. [But] If you’re really determined, you’ll find the time,” Ellen said.
Know your worth
The biggest challenge Ellen faces as a young entrepreneur is knowing her worth – he values his cakes like he’s shopping with his own wallet.
“Back then, I didn’t realize how valuable my artwork was. I asked my mom and my mom is like me, she’s cheap. Like ‘I’m not going to take a $100 cake.’ where’s la.’ But nowadays, people are easily paying that.”
In the early days of the business, Justin Ellen sold a 6-inch pie for $60, but now it’s “easily $150 for the same size.”
Justin Ellen
When he first started, he was selling a 6-inch cake for $60, but now it’s “easily $150 for the same size.”
From January of this year, he started earning up to $12,000 a month after running his full-time business.
Art is super valuable and people will pay for it. Honestly, my prices go up a bit every day…depending on my mood.
Justin Ellen
Owner, Everything Just Baked
“I realize that people are buying designer wallets for thousands of dollars. You have to make your customers understand your brand value and what you’re offering them because the cake tastes so good. delicious and [I] using high quality ingredients. “
Although his cake prices have more than doubled over the years, that hasn’t stopped him from building a “very profitable business.”
“Art is super valuable and people will pay for it. Honestly, my prices go up slightly every day…depending on my mood,” he said.
And if a customer asks why are his cakes so expensive? “I’ll be honest, every day I’m improving in my skills, so the cost goes up. You’re paying for someone’s expertise… it took me 5 years to learn how to do it. do that.”
Don’t stop now
Dreaming big has definitely paid off for Ellen. What he envisioned for himself has come true – he now sells cake mixes and baking supplies online. Occasionally, he keeps Classes for aspiring bakers.
Ellen added that he takes about six orders a week, and they are “bigger orders now.” On a typical day, he wakes up at 8 a.m., single-handedly working on his orders in his home kitchen.
“Honestly, most of my clients don’t choose surreal cakes, they’re more like wedding cakes.”
His parents are now “certainly convinced” that he made the right decision to pursue a career in baking – in fact, Ellen, who started out as a kitchen assistant, is now the boss.
“My mom works for me now,” he said cheerfully. “She helps me a lot with ancillary things… like delivery.”
Even as he marvels at what he can achieve at just 19 years old, this young entrepreneur has yet to fulfill his dream.
It will take a lot of time. But in the end, you will realize it was totally worth it.
Justin Ellen
Owner, Everything Just Baked
“Non-stop, I’m thinking about my business and new ways to elevate it. I’d love to have an appointment studio… but my ultimate goal is to be like Wilton, cake decorating company.”
Headquartered in Illinois, Wilton manufactures a wide range of baking tools, decorations, baking tools, and ingredients favored by bakers.
“My goal is just that… [Everything Just Baked] minority owned, black owned and I think we need representation because there are no major minority brands in the baking community. “
