How this woman built a multi-million-dollar business after getting fired at 24

Baked By Melissa is a brand known for its signature bite-sized cupcakes. (Representational)

Fired from her advertising job at 24, Melissa Ben-Ishay transformed a passion for baking into a multimillion-dollar business that’s now a staple in America’s confectionery scene. From a humble kitchen venture to a viral sensation, Ben-Ishay’s journey with her brand, Baked By Melissa, is now a major, viral brand raking in huge profits.

Melissa Ben-Ishay's story began in 2008 when she was unexpectedly dismissed from her advertising role. Instead of retreating, she decided to channel her energy into baking — a passion she describes as her “love language”, she told Entrepreneur. Ben-Ishay’s brother, Brian Bushell, urged her to take the leap into business.

Together with co-founders Brian Bushell, Matt Baer, Danny Omari, and Ben Zion, Ben-Ishay launched Baked By Melissa, a brand known for its signature bite-sized cupcakes. Over the years, the company has grown from a small operation to a multimillion-dollar business, boasting 13 retail locations across New York City and Boston, nationwide shipping, and a robust online community. Recently, Baked By Melissa marked its 16th anniversary, having sold over 400 million cupcakes and partnered with prominent brands like Oatly and Entenmann's.

Humble beginnings

Initially, Ben-Ishay baked cupcakes in her small New York City apartment, delivering orders herself by subway and cold-calling caterers to get the word out. Just a year later, she opened the first Baked By Melissa store — a modest pickup window in Manhattan's Soho area. The company was built entirely with earnings reinvested into the business, forgoing external funding and remaining privately owned.

Her brother, Bushell, was instrumental in recognising the brand's potential early on and served as its CEO for eight years. Baer contributed by designing the brand’s visual elements, while Omari provided the initial retail space through his Café Bari location. Meanwhile, Zion helped promote the brand by networking it into high-profile events, from film premieres to celebrity gatherings.

Stepping Up to CEO

Ben-Ishay initially had no intention of leading the company herself but found herself appointed CEO in December 2019. The appointment was sudden, and the timing — right before the holiday season — was daunting.

"I didn’t think I wanted to be CEO," she admitted to Entrepreneur. "I didn’t plan to become CEO." Yet, the challenges drove her to excel, as the company broke sales records that December and continued to see record-breaking sales on Valentine’s Day just two months later. When the pandemic hit, she led her team through uncertain times, often working from home with two young children, emerging on the other side stronger than ever.

TikTok Fame and Viral Success
Ben-Ishay's adaptability was further showcased when she embraced TikTok, finding it to be a powerful business tool. Baked By Melissa hadn’t fully capitalised on Instagram’s early days, a lesson Ben-Ishay took to heart with TikTok.

"One day on a whim, I posted a salad, and it went viral [with] millions and millions of views," she shared. Her viral Green Goddess Salad video transformed her into a content creator, building a community that associates the brand now with distinctive culinary style apart from cupcakes.