As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Emily Susman.
Emily Susman is a chef and creator of lifestyle food brand Emma Claire’s Kitchen. With a focus on simplicity and elegance, Emily shares approachable, elevated recipes that celebrate real flavor, seasonal ingredients, and creativity in the kitchen. What began as a passion has grown into a published cookbook, product line and content platform loved by a community of 200K+ food lovers.
In this candid conversation, Emily shares her journey, insights, and the strategies that have helped her build a results-driven business—and empower other entrepreneurs to do the same.
What inspired you to become an entrepreneur, and what sparked the idea for Emma Claire’s Kitchen?
I’ve been entrepreneurial for as long as I can remember; selling things in high school, starting my first catering company after college, and eventually opening a café in downtown Dallas. Entrepreneurship has always been in my DNA because I love creating experiences and building things that connect with people.
Emma Claire’s Kitchen was born from that same passion. After selling my café and stepping back from the long restaurant hours, I realized I missed the creative side of cooking, the part that was purely joyful. I started sharing recipes on Instagram and it quickly grew into a community of food lovers who connected with my philosophy: simple but elegant.
The idea really sparked while writing my first cookbook, Get Stuffed. I noticed I kept using the same four ingredients in nearly all my savory recipes, salt, pepper, garlic powder, and dry mustard, so I bottled them into my [Not So] Simple Spice. That one product became the cornerstone of a whole brand that now includes globally inspired spice blends and a published cookbook with several more products in the making.
At its core, Emma Claire’s Kitchen is about helping people feel happy and confident in the kitchen. It’s a celebration of flavor and creativity, with approachable recipes that prove home cooking can be both effortless and elegant. More than just recipes, it’s about empowerment; inviting people to rediscover their creativity, reconnect with themselves, and savor the everyday moments that bring us together even beyond the kitchen.
What problem does Emma Claire’s Kitchen solve, and how is it uniquely positioned in the market?
Emma Claire’s Kitchen solves a problem that so many home cooks face: the belief that making beautiful, flavorful meals has to be complicated or time consuming. People are busy, overwhelmed by endless online recipes, and often feel like cooking at home is either too hard or not as exciting as eating out. I created Emma Claire’s Kitchen to bridge that gap, to show that you can make food that is approachable, full of flavor, and visually stunning without stress.
What makes Emma Claire’s Kitchen unique is the combination of simplicity and elegance, my “simple but elegant” philosophy. I don’t just share recipes; I give people the tools and confidence to elevate everyday meals. From my cookbook Get Stuffed to my [Not So] Simple Spice blends and globally inspired seasonings, everything I create is designed to take the guesswork out of cooking while delivering results that look and taste amazing.
Unlike many food brands, Emma Claire’s Kitchen is also deeply personal and authentic. I develop every recipe, shoot every photo and video, and share my real-life kitchen tips with my audience of 200K+ food lovers. My brand stands at the intersection of lifestyle, creativity, and community, making cooking not just easier, but more joyful and meaningful.
What were the biggest challenges you faced when starting your business, and how did you overcome them?
One of the biggest challenges I faced when starting Emma Claire’s Kitchen was figuring out how to turn my passion into a sustainable business while staying true to my vision. I had already experienced the burnout of running a brick-and-mortar restaurant, so I knew I wanted to build a brand on my own terms, but that meant teaching myself the world of content creation, social media, product development, and e-commerce from scratch.
Another major challenge was learning to be patient with growth. When you start a business that’s so personal, it’s easy to feel like you have to do everything at once, launch the cookbook, create products, grow your audience. I overcame that by focusing on consistency over perfection and leaning into my authentic voice. I shared recipes, stories, and tips that felt true to me, and slowly, a loyal community started to grow.
Finally, I had to learn to trust myself as an entrepreneur again. There were moments of doubt, especially after shifting from traditional catering and restaurants to a digital-first brand. But I reminded myself why I started: to create something that inspires people to cook, celebrate, and feel great in the kitchen. Once I stopped comparing my journey to anyone else’s, I was able to focus on building Emma Claire’s Kitchen into the brand it is today.
How do you stay motivated during tough times or uncertain periods in your business journey?
For me, motivation during tough times comes from reconnecting to my “why.” I started Emma Claire’s Kitchen because cooking making me happy, and I wanted to share that feeling with others. Whenever business feels overwhelming or uncertain, I go back to the kitchen, developing a new recipe, photographing food, or simply cooking for my family. It reminds me why I built this brand in the first place.
I’ve also learned that avoiding burnout is key to staying motivated. Sometimes that means stepping away from the kitchen, traveling, or seeking inspiration outside of my usual routine. Experiencing new places, flavors, and cultures always recharges my creativity and helps me come back to my work with fresh energy and perspective.
I stay motivated by focusing on small wins and daily progress. Entrepreneurship is a long game, and there are seasons when growth feels slow. I remind myself that consistency compounds, every post, every recipe, every interaction with my community moves the needle.
Finally, my personal journey of sobriety and transformation keeps me grounded. After giving up alcohol and rebuilding my health, I’ve learned that I can overcome hard things. When business gets tough, I treat it like I treated my personal transformation: one day, one step at a time. I focus on what I can control, stay adaptable, and trust that persistence and passion will carry me through.
What daily habits or routines contribute most to your productivity and success as a founder?
My daily routines are really the foundation of my productivity and success. I wake up early and go to bed early. I’ve learned that I operate best with a clear, rested mind. Mornings are my time to set the tone for the day. I usually start with some quiet time to center myself, then I move my body. Walking is my non-negotiable. I walk a lot, both for physical health and mental clarity. It’s where I process ideas, release stress, and often come up with my most creative solutions.
Strength training has also become an essential part of my routine. Lifting weights doesn’t just make me stronger physically, it keeps me disciplined, focused, and confident in all areas of life. I also make sure to spend quality time with my dogs and my husband, which reminds me to slow down and stay connected to what really matters. One of my Pomeranians, Clyde, will literally sit on the couch and bark at me until I sit with him, a sweet little reminder to stop moving and take a break.
I keep my productivity simple: movement, mindfulness, and focus. I try to limit distractions, batch my work when I can, and protect time for deep creative work like recipe development or writing. I’ve also learned to step away when I need a reset; taking a walk, cooking something just for fun without filming, or traveling for a change of scenery. These small daily habits are what allow me to show up consistently, avoid burnout, and keep building Emma Claire’s Kitchen with energy and joy.
How do you measure success—personally and professionally—in your business?
For me, success is about harmony, when my work and my life feel aligned. Professionally, I measure it by the impact Emma Claire’s Kitchen has on others. If my recipes inspire someone to cook a meal they’re proud of, gather their family around the table, or feel confident in the kitchen, that’s a win. Of course, I pay attention to things like growth, product sales, and brand partnerships, but the true measure of success is the community I’ve built and the authentic connections I’ve made with people who share a love for food.
Most importantly, I feel successful when I can encourage others to step into the best version of themselves. Whether it’s through my online course, my mocktail line inspired by my sobriety journey, or a simple recipe that brings someone happiness, I want my work to show people that change, confidence, and fulfillment are always possible. Personally, success is about living the life I worked so hard to create. After experiencing burnout in my first business and transforming my life through sobriety and health, I know that balance is non-negotiable. Success now looks like having time to walk, lift weights, travel, cook for joy, and spend slow, intentional moments with my husband and our two Pomeranians, Bonnie and Clyde. At the end of the day, success is creating a life and a business that are both joyful and meaningful AND helping others believe they can do the same.
Can you share a mistake that taught you an important lesson in entrepreneurship?
One of the biggest mistakes I made early in my entrepreneurial journey was trying to do everything myself for too long. When I first started my catering business, I wore every hat; chef, accountant, delivery driver, event planner because I either didn’t have the capital or because I thought asking for help meant I wasn’t capable. That mindset led to exhaustion and eventually burnout.
The turning point came during a massive 450-person wedding I agreed to cater. I said yes immediately, then panicked afterward wondering how I’d pull it off. I finally leaned on my network, called in family, friends, and trusted servers, and together we made it happen. It was a wild, exhausting, magical night and it taught me that entrepreneurship doesn’t mean doing it alone.
Now, I see asking for help and delegating as strengths, not weaknesses. Learning to trust others with parts of the business frees me to focus on the creative, high-impact work that only I can do. It’s a lesson I carry into Emma Claire’s Kitchen every day: you can go fast alone, but you go far together.
What advice would you give to someone just starting out as a first-time entrepreneur?
My biggest advice is to start small, stay consistent, and trust your own voice. Don’t be afraid to do things differently. You don’t have to follow the norm or the “traditional path” to succeed. Some of the most memorable businesses come from breaking the mold and leaning into what makes you unique.
When you’re starting out, it’s easy to get overwhelmed trying to do everything at once; launch the perfect product, grow a massive audience, and scale immediately. But real, sustainable success comes from showing up consistently and building step by step.
Focus on progress, not perfection. Your first version doesn’t have to be perfect, it just has to exist. Launch the thing, share your work, learn as you go, and be willing to pivot. Some of my best ideas, like my [Not So] Simple Spice blends, came from simply paying attention to what I was already doing in the kitchen and listening to what my audience wanted.
Also, don’t be afraid to ask for help and protect your energy early on. Entrepreneurship can be all-consuming, and burnout is real. Schedule time to step away, walk, travel, and reconnect with the “why” behind your business. Inspiration often comes when you give yourself space to breathe.
Most importantly, believe in your vision even when it feels like no one else does. Every business I admire started with someone taking a leap of faith. If you stay committed, authentic, and patient, you can build something that not only succeeds but feels aligned with the life you want to live.
How do you balance innovation and risk while making business decisions?
For me, balancing innovation and risk comes down to staying true to my brand’s core while leaving room for creativity. I’m naturally a creative person, so new ideas are always flowing, whether it’s a product concept like Navi Mocktails or a unique recipe for Emma Claire’s Kitchen. But I’ve learned to filter every idea through a simple question: Does this align with my brand and the life I want to build? If the answer is yes, I’ll explore it.
I take a test and learn approach to manage risk. I start small, experiment, and see how my audience responds before going all in. That’s exactly how my [Not So] Simple Spice line started. I realized almost all my savory recipes used the same four ingredients, so I bottled it and shared it with my audience first. Their response gave me the confidence to expand into more blends and eventually into Navi Mocktails.
At the same time, I remind myself that calculated risk is part of growth. Every bold move I’ve made in business has required me to step outside my comfort zone. The key is to take risks that are aligned with your vision, backed by research and intuition, and small enough to pivot if you need to. Innovation thrives when you give yourself permission to experiment without betting everything on one move.
What are the top 5 things you believe every entrepreneur needs to overcome self-doubt and build confidence?
1. A Clear “Why”
Your why is your anchor. When self-doubt creeps in, having a clear reason for why you started keeps you grounded. My why is to inspire people to believe in the possibility of their own transformation. To create joy, confidence, and connection in their lives, whether it starts in the kitchen or in the small, intentional choices they make every day. Whenever I feel stuck, I remind myself that Emma Claire’s Kitchen exists to inspire others, whether through a recipe, a product, or a story. That purpose keeps me moving forward even on hard days.
2. Willingness to Start Small
Self-doubt often comes from thinking you have to launch perfectly or go big immediately. I’ve learned that small, consistent steps build confidence faster than waiting for perfection. My [Not So] Simple Spice started as a single bottle I shared with my audience before expanding into four blends. Taking small, test-and-learn steps gave me proof I was on the right path.
3. Community and Support
Entrepreneurship can feel lonely, and doubt grows in isolation. Surround yourself with people who believe in you and your vision, like mentors, peers, or even supportive friends and family. When I launched my first product, the [Not So] Simple Spice, I was nervous it might flop. Instead of letting fear stop me, I shared it with my audience and leaned on my community for feedback and support. Their excitement gave me the confidence to expand the line and keep growing. That experience showed me how powerful it is to have people in your corner who cheer you on.
4. The Ability to Pivot and Learn
Confidence comes from knowing that even if something doesn’t go as planned, you can adapt. I used to see failure as the end, but now I see it as feedback. When a product idea or collaboration doesn’t land, I treat it as information to make the next step stronger. This mindset shift, from fear of failure to curiosity, changed everything for me.
5. Daily Habits that Build Resilience
Self-doubt is quieter when your mind and body are strong. Take breaks when you need to. My daily rituals ground me, recharge my creativity, and remind me that I can handle hard things. Confidence isn’t built in one big moment, it’s built in the small, intentional choices you make every day.
What’s a quote, motto, or philosophy that you live by as a business leader?
“Simple but elegant.” That’s not just my cooking philosophy, it’s how I run my business and live my life. I believe success comes from creating things that are intentional, authentic, and beautifully uncomplicated. Whether it’s a recipe, a product, or a decision, I ask myself: Does this add value, bring joy, and stay true to who I am?
I also live by the belief that it’s never too late to reinvent yourself. My own journey, from burnout and alcohol dependency to sobriety, health, and building Emma Claire’s Kitchen, taught me that we are always one decision away from a better story. That philosophy drives how I lead, create, and encourage others to step into the best version of themselves.
How can our readers or listeners connect with you and follow your journey online?
The best way to connect with me is on Instagram, where I share recipes, cooking tips, product launches, and behind-the-scenes moments from my life and business. You can find me at @emmaclaireskitchen for all things food, and @navimocktails for my new line of alcohol-free mocktail mixers.
You can also visit emmaclaireskitchen for recipes, spices, and cookbook info, or emilysusman to learn more about my personal journey, brand collaborations, and online course, How to Be the Best Version of Yourself.
I love connecting with my community, so don’t hesitate to reach out or tag me if you try one of my recipes. I’m always cheering on your kitchen wins!
