Jemma Wilson

Jemma founded Crumbs & Doilies in 2006 with a market stall selling her home-made and innovative cupcakes in Brick Lane. Growing the business organically and with no outside investment, Crumbs & Doilies has grown beyond all expectations and can now boast a bricks-and-mortar shop in Soho's Carnaby area as well as a very successful online service. Jemma is also known as Cupcake Jemma after launching her YouTube channel of the same name in 2013. With half a million subscribers and counting, the channel is part of Jamie Oliver's Food Tube.