Case Study: Amy Crabtree, Cakes with Faces

What is Cakes with Faces and how do you use digital for your business?

I’m a graphic artist/designer and Cakes with Faces is my brand of cute and colourful t-shirts and gifts, all with my original designs, which I sell online on

I started a YouTube channel to promote my business, making videos about Japan:

They’ve had a great response, both on social media and when I have stalls at events like Hyper Japan – it’s amazing to meet people who’ve watched my videos!

I love Japanese culture and design, and so do lots of my customers and followers. My designs are inspired by Japanese kawaii (cute) style, and I’ve also drawn a recipe comic book about how to make sushi.

I film vlogs when I travel to Japan on holiday, to share my experiences, tips and advice. I also make a YouTube series called All the Best Stuff is from Japan, about funny and unusual things from Japan – did you know Christmas dinner in Japan is KFC?

How do blogs and vlogs help to promote the business?

By making videos about subjects that my followers are also interested in, I can reach new audiences – and I also really enjoy it! While it started as promotion for my brand, I now spend a lot of my free time editing videos and working on ideas.

I also make videos behind the scenes at events, to show the work that goes into running Cakes with Faces.

What advice do you have for other small businesses?

Before I started my channel I’d never made a video so I taught myself from scratch – you just have to go for it!