When people find me on Google and read my reviews, that helps me get more inquiries and orders.
Founder & CEO
As far back as he can remember, Justin Ellen loved baking with his mom and grandmother. By middle school, he wanted to create his own cakes. So he turned to YouTube, learning cake baking and decorating techniques from experienced bakers’ videos, making his first three-layer cake for his grandmother’s birthday. “YouTube inspired me to try,” Justin says. “It showed me what was possible.” By age 12–at his family’s urging–he began posting photos of his elaborate cakes on Instagram, and the orders began pouring in. Justin founded Everything Just Baked in 2021 at age 18, creating custom cakes for weddings, birthdays, and other events out of a rented commercial kitchen. His brand grew online, and the media took notice; Justin’s business took off after he was featured on Netflix’s “Is It Cake?” But, he says, “the best part for me is that my cakes get to be part of people’s memories.”
Justin launched a website to serve as his online business hub, and set up a Google Business Profile to help people searching for custom cakes discover his services. It links back to his website and features reviews; it also shows that his is a Black-owned business, which is important to Justin. “We need more representation, not only for bakeries but for all businesses,” he says. Justin has since launched his own cake mix line so others can share the joy of baking at home “and make memories with their own families.” Now, his whole family pitches in with the business, helping with baking, deliveries, and marketing, and Justin hopes to open a brick-and-mortar bakery in the future. Revenue doubled in 2022, and he expects business to continue to grow 75 percent in 2023. He’s also creating instructional videos to post on YouTube, so others can learn from his success. Says Justin, “I’d like to be an inspirational role model to other young Black creators and entrepreneurs.”