Camilla Hamid has been baking for as long as she can remember, but her path into the industry has been far from straightforward. With a background as a home economics teacher and in after-school programs, her daily life looked very different ten years ago compared to today. Her social media posts initially started as a side project, but as more and more people requested recipes, the idea grew into a blog in 2014.
“It wasn’t an active choice to end up here. In my world, there were only 9-to-5 jobs,” Camilla says with a laugh, adding:
“So you could say the industry chose me.”
A key ingredient in Camilla’s flavorful career is largely due to her talent and instinct for creating engaging content on social media.
“I was one of the first to start creating video content on Instagram.”
She experimented with recipes and content, often together with her siblings. Baking became Camilla’s way of channeling her creativity—a pursuit she began entirely on her own, since her mother, she recalls with a laugh, didn’t enjoy baking.
The year 2017 proved to be both tumultuous and pivotal for Camilla’s career. Like the end of a ketchup bottle, everything happened at once. She graduated, became a mother for the second time, and in the midst of it all, received an email from TV4 looking for a new baking personality. For the first time, Camilla would be in front of the camera, no longer just in her home studio.
“It was the start of something much bigger than I could have imagined,” she recalls.
Following that, she released six baking books, with the first coming out in 2018. For Camilla, this was an important career milestone—not just for her own development but also for representation within the industry.
“When I was growing up, there was no one who looked like me with a baking book. Publishing my first book in 2018 was so important to me—not only because I love baking, but also to inspire other girls to take space and believe in their ideas,” Camilla says with a proud smile.
In 2023, Camilla entered a new era that took her personal brand to the next level. With the opening of Sweets by Camilla, she successfully transformed her digital brand into three physical cafés in Sweden—a major step for a baking personality who built her name through online inspiration. The carefully curated selection, infused with her personal touch, quickly became a well-known brand in the market.
“Translating what I created digitally into something people can visit and experience physically was a completely new challenge,” Camilla says, adding:
“Just because you’re famous doesn’t automatically mean your business will succeed. You might have an easier time getting people to attend the opening, but that doesn’t guarantee they’ll return. But my returning customers are proof of all the hard work I’ve put in.”
After several years in the industry, two young children, and an impressive career, one might wonder what has driven Camilla’s incredible determination. The answer is simple—hard work, passion, and perseverance. Despite many tough challenges, including the racism and discrimination Camilla has faced, she has used these experiences and setbacks to grow as an entrepreneur and inspire others.
“When something is a passion, there are no obstacles—you just go for it. The negative criticism I receive because of how I look only makes me work even harder,” she explains.
As a mother of two young children, Camilla’s family life has always been a central part of her career. Her daughters, who have often accompanied her on baking adventures, are beginning to understand her work more and more.
“My youngest recently said, ‘Mom, you have such a great job,’” Camilla says with a laugh.
And the future? Camilla wants to continue inspiring through social media, develop more products, and perhaps find time for her new hobby—crocheting.
“If life continues just as it is now, I would be completely satisfied,” she concludes with a big smile.
Camilla Hamid shows that passion and hard work can create something greater than just success—it can create memories, experiences, and a place where people come together.
By: Rebecca Hyde-Price Aggestam
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