bake - March 2013 - 46

Going Global
When Elisa Strauss ﬁrst started decorating cakes, she sold each

an extremely realistic couture handbag cake, a dessert that

for $65. Each year she increased the price by $200, eventu-

has become one of Strauss’ most popular requests at Confetti

ally reaching prices upward of $1000. Today her custom cakes

Cakes. Strauss makes realistic cake versions of all sorts of ob-

start at $1000, with the priciest reaching $12,000. The market

jects: sushi, sports memorabilia, televisions and a wide variety

for these luxurious desserts is inherently narrow, but Strauss,

of clothing and accessories, among many other styles. She says

owner and head cake designer at Confetti Cakes in New York,

she’s always had a knack for realism, but the crafts-oriented

NY, recently found a way to reach customers, and many more

audience of Craftsy inspired her to pick the handbag as the

of them, at a different price point: try $29.99.

subject for her video class. “It just worked out to do something
that wasn’t too challenging and was easily achieved if you put

Craftsy.com is a how-to, instructional video website devoted

in the time. It’s also something that has technique you wouldn’t

to a variety of different crafts including crocheting, gardening,

get from a normal cake decorating book. Plus a handbag can

jewelry, knitting and cake decorating. Anyone can sign up for

feed a lot of people, as opposed to a scarf. It’s a nice 3-D

an account and dive into lessons, and the classes are each led

shape, unlike a dress.”

by experts in the respective categories. Students pay an average of $26.50 per video class, and their access to the video

Strauss does more private lessons than custom cakes, making

never expires. They can send the instructor questions, which

Craftsy an important outlet for her.

are quickly answered, and participate in class discussions with
other students. The site has more than 1 million registered

“I get students from Turkey, Mexico, Germany, South America,

users, and 770,000 students (from more than 200 countries)

Europe, Cyprus and Canada,” Strauss says. “They spend X

have enrolled in classes since the site’s launch in June 2011.

amount of dollars to ﬂy here and stay in a hotel in New York
City. Then they pay for my class, and it’s just a one-time, ﬁve-

Strauss’ ﬁrst and only video, which is one of Craftsy’s best-

hour class. With one private lesson I’m affecting one or two

selling cake decorating classes, demonstrates how to create

people, and I sometimes spend days prepping and getting

46 < MAR 2013 | bakemag.com

http://www.Craftsy.com http://www.bakemag.com

bake - March 2013

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