James Siew is the founder and President of Send a Cake. He grew up in the kitchen at a young age with his mom cooking and baking for many parties and events. He recalls having to peel mounds of ice-cold shrimp and measuring out baking ingredients, basically doing the prep and grunt work but absolutely loved it. In adulthood he worked standard office jobs for years but spent all his free time baking custom cakes for clients after work and on weekends, until friends urged him to pursue his true passion.

Send a Cake was founded not only as a way to send cakes but to truly send top quality products in great packaging. Even to this day James helps do everything from board meetings to packing orders and responding to customer e-mails, as he insists on being apart of the whole process to make sure that not only the recipient has a great experience but also the giver.