Meet Justin Ellen

We’re excited to introduce you to the always interesting and insightful Justin Ellen. We hope you’ll enjoy our conversation with Justin below.

Hi Justin, we’re so appreciative of you taking the time to share your nuggets of wisdom with our community. One of the topics we think is most important for folks looking to level up their lives is building up their self-confidence and self-esteem. Can you share how you developed your confidence?

I built my confidence and self-esteem through pure delusion—seriously haha. I’m a big believer in “fake it till you make it,” and honestly, it works. When I first started my business, I was so shy. I would never post on social media, let alone show my face. But then I started seeing other bakers and creators grow, and I was like, “Wait… why are they doing so much better?” The common thread? They were putting themselves out there and showing their personalities.

So I had a moment with myself like, “Am I really going to let a camera stop me from reaching my dreams?” That sounded ridiculous. So I forced myself out of my comfort zone. And the more I did it, the easier it got—and the more confident I became.

I also love reminding myself that everything always works out. When I look back, every obstacle I thought was the end of the world either worked itself out or wasn’t nearly as bad as I imagined. So whatever I’m going through now? Same deal.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

As an entrepreneur and creator, I wear many hats—but honestly, it’s my dream job. I make custom cakes for clients, ranging from elegant wedding cakes to over-the-top birthday creations. I also create fun, inspiring, and educational videos online that encourage people to get in the kitchen and bake!

Most recently, I launched my blog—yes, I’m officially a blogger now and I couldn’t be more excited! On the blog, I share all my favorite recipes so you can learn to bake from scratch like a pro. No more box mixes, no more store-bought shortcuts. I love breaking down baking in a simple, approachable way so that anyone can feel confident whipping up everything from cookies to cakes.

What makes my brand special is the mix of creativity, personality, and passion I pour into everything—from content to cakes. Whether I’m piping buttercream or filming a baking challenge, I’m always aiming to make people laugh, learn something new, and feel inspired to create.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that had the biggest impact on my journey are creativity, passion, and—honestly—delusion (in the best way possible haha).

Creativity helped me think outside the box, not just in my cake designs but also in how I show up online and build my brand. Passion is what keeps me going, even on the hardest days—because I truly love what I do. And delusion? That’s my secret weapon. It’s that irrational belief that I can do anything, even when there’s no proof yet. I fully believe that if you act like you’re already where you want to be, you’ll eventually get there.

For anyone just starting out, my advice is: stay curious, keep creating, and don’t wait until you feel “ready.” You become ready by doing. Keep showing up for yourself, take risks, and remind yourself often that you’re capable of more than you think.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

I’m always looking to connect with new people to collaborate or partner with! Whether it’s a brand I can help promote and spread the word about, or another creator who wants to team up for a fun video or recipe—I’m all about creating something exciting together. I love working with people who are ready to have fun, bring big energy, and just enjoy the creative process, because at the end of the day, that’s what this is all about.

If you’re interested in collaborating, I’m just an email away: info@everythingjustbaked.com. Let’s make some magic!

Contact Info:

• Website: https://everythingjustbaked.com
• Instagram: @everythingjustbaked
• Facebook: @everythingjustbaked
• Youtube: @everythingjustbaked
• Other: Tiktok: @everythingjustbaked