Sweet Fulfillment: Emma Bowen

Emma Bowen is a student of design history, and a world traveler extraordinaire. She has a master’s degree in the history of decorative arts and design and teaches courses at Parsons The New School for Design in New York City. She can discourse with knowledge and passion on the domestic design of Eastern European nomadic Roma and subversive printmaking during the Mexican Revolution. But she has always had another love: baking. Alongside her design studies, she has maintained a steady stream of catering jobs and special baking projects. (Full disclosure here: Emma baked our wedding cake. It was heavenly.)

I visited Emma in New York a couple of years ago and she confessed to a pie-in-the sky idea: starting a baking business that would deliver treats to people’s homes on a weekly basis. She had a gleam in her eye when describing this plan, but she was in the midst of graduate school and preparing for international travel. I told her it sounded like a great idea, and promptly forgot all about it.

And then, a few weeks ago, I got an email from Emma announcing the launch of Dulcinea, a baking service featuring sustainable ingredients and specializing in weekly delivery to homes within New York City. I was delighted to hear that she is putting her scheme into practice, and I invited her to be profiled here—the first in an occasional series on people pursuing their passions.

Let’s start at the beginning. Tell me about Dulcinea.

Dulcinea is the home for all of my baking projects. I wanted to encapsulate the freelance baking I was doing, as well as a few food-related things I really wanted to do, in one semi-tangible place. At this point, Dulcinea has two main components. The first is a continuation of my freelance work: I make baked goods, including specialty cakes, for events of two people or 100. The second component of Dulcinea was what really pushed me to start the business. It’s a service in which baked goods, inspired by the best seasonal produce available, are delivered to your home each week. It’s like a baking CSA! Sign up is month by month.

Where did you get the idea for this business?

It’s hard to know the moment when you first have an idea. But I remember clearly the first time I spoke about the idea for a weekly baking service out loud. It was about three and a half years ago, and I was living in Prague. I went for lunch to celebrate Chinese New Year with two very good friends. I was telling them about this concept I had for a business in which I made only one type of cake each week, in two sizes–images, a description of the cake, and ordering would all be online. Over Kung Pao chicken, we tried to come up with names. In the end, we settled on Five Cakes. I never went forward with the idea, but now, back in New York and finally finished with graduate school, I morphed it into something for which it seemed people might actually have a desire. I still love the cake idea. Maybe that will be next!

You have loved baking for a long time. What made you start this business now?

I finished school in January of this year and entered a less-than-forgiving job market. I was so fortunate to be offered the wonderful opportunity to teach at Parsons, but I was still looking for something to supplement this work. Since I was baking for business and pleasure so often, I figured it was time to take my hobby to the next level.

How do you know that you’re doing the right thing?

I never know if I’m doing the right thing! But I do know that my goal is to do things that bring me happiness. If you’re happy, you inevitably make other people happy! My philosophy lately has been to just keep moving forward, even if at times moving forward feels uncomfortable.

You are also an instructor of design history and theory. How do you balance your multiple professional identities?

I have always loved to do many different things. My multiple professional identities mesh well with this piece of my personality. What’s interesting is that I know so many others who are incredibly passionate about food and design. I think it’s a quality of life issue. We’re thinking about how to have the best possible sensory experiences on a daily basis. Sometimes it does get confusing, but since I’ve gone ahead with Dulcinea, I’ve tried to limit the other extras to which I have given my time in the past. I’ve discovered that I can do approximately three things very well at any given time. Fewer and I get bored. More and I get frazzled.

Do you expect to someday make a living through your baking? If not, why are you pursuing this project?

I have no idea, but that’s why it’s fun! There have been moments in my life when I’ve imagined my future perfectly, behind the counter of a small bakeshop (preferably somewhere on a cobblestoned street!). But I have so many ideas—design related, as well—that make me excited. I think if I keep doing the things I love, my life will take one obvious direction at some point, even if that direction is to continue spending my time balancing two professional worlds.

What do you love most about your business? Have there been any surprises?

People have asked me in the past what I like about baking, and baking desserts in particular. I try always to do a good job and put a lot of love into what I’m making. When someone takes a bite of something sweet and delicious, they never frown or grimace. On the contrary, they are happy and, often, blissful (really!), even if for a split second. Helping to make that happen is what I love most about my business.

The biggest surprise thus far has just been, even with a small business, the massive organization needed to keep things productive and efficient. I thought writing a master’s thesis had been tough! Okay, it’s different than that, but if you really want to stay on top of things, you need to spend time a good amount of time getting things in order.

Do you have any words of wisdom for others who harbor a secret itch to start an entrepreneurial project like this?

Just start. Give it a try! I used to think something had to be perfect before you presented it to others (whether it be words, a business, a cake). I realize now that nothing is ever perfect. You might think it’s close to perfect, but then when you actually put it out there, you find there is still so much work to do! It was intimidating for me to put my name on something and be in the position where others would (and should!) critique it. But it has been an incredible feeling to push my nerves aside and just go for it.

For a mouthwatering experience, check out the Dulcinea website, but be prepared to envy those lucky enough to live in NYC!