Today we’d like to introduce you to Ashley Marie Gray.
Ashley Marie, we appreciate you taking the time to share your story with us today. Where does your story begin?
Elle + Emma’s really grew out of motherhood, creativity, and a desire to build something that felt like me. I started Elle + Emma’s in 2014 with my sisters. We specialized in cupcakes, Due to life and a shift in our personal interests and passions, we eventually paused.
But after having twins in 2019, I decided to re-launch and re-brand the business with a focus on a new passion, custom cakes. Since June 2020 we have grown into a full-service cake and dessert brand known for not just beautiful desserts, but the experience surrounding them.
As an entrepreneur and business mentor, I’ve always been passionate about helping women build businesses that actually fit their lives, and I think that philosophy naturally found its way into Elle + Emma’s. Motherhood has taught me to be incredibly intentional with my time, my creativity, and the kind of business I want to build.
Today, Elle + Emma’s is about so much more than cake. It’s about celebrating people well, creating memorable experiences, and reminding our clients that the details matter. From the first email to the final bow on a box, I want people to feel the care behind what we create. And honestly, that has probably been the most rewarding part of the journey: watching something that started as a creative passion become a brand that reflects so much of who I am as a mom, entrepreneur, and creative.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it definitely hasn’t been a smooth road, but I think that’s part of what has made Elle + Emma’s what it is today.
I’ve had to make some bold shifts along the way, including intentionally moving our focus toward weddings and higher-end celebrations. That took courage, patience, and time for our audience to adjust and for us to attract the clientele that truly aligned with where the brand was going.
There have also been seasons where I had to pause because motherhood required it. One of our boys has had multiple surgeries, and caregiving sometimes meant stepping away from the business. There were also seasons when I had to learn that rest wasn’t rejecting my business. It was protecting my ability to lead it well.
If I’ve learned anything, it’s that having a clear vision is only half the equation. The real win is becoming the kind of leader who has the capacity to execute that vision for the long haul. Building a business that can grow with you, rather than consume you, has become just as important to me as the business itself.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I started testing recipes for Elle + Emma’s because I was genuinely shocked by how often I found cakes that looked amazing but didn’t taste amazing. I wanted both. From the beginning, my goal was to create cakes that were as memorable to eat as they were to look at.
After a lot of testing, refining, and intentionally honing my artistic craft, Elle + Emma’s has become known for high-level attention to detail, cakes that deliver that “first bite” feeling every single time, and floral and vintage-inspired designs that can take your breath away.
What I’m most proud of is that we’ve developed a signature aesthetic that people can recognize from a mile away. There are so many talented cake artists, but I believe having a distinct visual language, while still delivering an exceptional experience and a cake that actually tastes incredible, is what sets Elle + Emma’s apart. We don’t just make pretty cakes. We create cakes that feel unmistakably ours.
So maybe we end on discussing what matters most to you and why?
What matters most to me is that people experience genuine joy and care in every cake and dessert that leaves our kitchen and design studio.
You don’t get a second chance at once-in-a-lifetime moments and milestones, and I never want our clients to feel like they’re simply ordering a cake. They’re trusting us with a piece of a moment they’ll remember for years.
That’s why we’re intentional about every touchpoint, from the first email to delivery and setup. The cake is important, but so is how we make people feel along the way. We care deeply about elevating the joy of celebration through dessert and creating an experience that feels just as special as the occasion itself.
That same belief in creating joy is also at the heart of the work I do beyond Elle + Emma’s. I genuinely love watching people build something they once only dreamed about.
That’s why business mentorship for bakers has become such a meaningful part of my work. I work with bakers who can see the possibility of what their business could become, but don’t always have the insight or tools to get there yet, whether that’s learning to price profitably, stack cakes confidently, or build a business that can actually operate sustainably through strong systems.
And for the little dreamers just getting started, I’m bringing that same message to life in my upcoming children’s book, *Ellie Emmerson and The Cake of Dreams*. Ellie is a little girl who dreams of becoming an amazing baker like her mom. With the help of her robot friend, Cookie, she creates a beautiful cake and learns to persevere when things don’t go exactly as planned.
The story is inspired by Elle + Emma’s and is really a celebration of imagination, creativity, determination, and believing in what you’re capable of creating. It releases October 17th, but preorders are open now, and I absolutely cannot wait to introduce little readers to Ellie and bring them into this very special story.
Contact Info:
- Website: https://www.elleandemmas.com
- Instagram: https://www.instagram.com/elleandemmas
- Facebook: https://www.facebook.com/elleandemmas
- Other: https://www.elleandemmas.com/ellieemmerson
