back to the top


About the Girl

Sam Ushiro is the Industrial Designer, Stylist, and Donut Aficionado behind the blog Aww Sam, dedicated to making everyday a party and your life a little bit more aww-sam! When Sam isn’t throwing confetti or herding a group of balloons, she can be found searching NYC for the best donuts, concocting a new dessert recipe, or watching French films on Netflix.

About Aww Sam

Aww Sam is a creative lifestyle blog, founded in 2015, with a focus on DIY, parties, sweets, style, and all of the things that make life so aww-sam! Since its beginning, Aww Sam has expanded to include product photography, creative workshops, and photo styling. Known for its colorful style, Aww Sam has partnered with brands like Target, Google, and Dunkin Donuts to share fun content and ideas. The site has been featured in various print and online media outlets including The Glitter Guide, Martha Stewart, Refinery29, Buzzfeed, and more.

a little about me!

my spirit animal is most definitely a


my favorite junk food is

Candy Blast Chips Ahoy Cookies

i can’t leave home without my

Hot Pink Lip Stain

The best thing i ever made was

This crazy emoji cake roll

How long have you been blogging/how did you start blogging?

I started my blog in 2015 after graduating from college. I had previously been posting photos on Instagram of things I made while in school, and when more and more people started requesting tutorials and expressing interest in what I was doing, I decided to start Aww Sam! I wanted to be able to inspire others to create, and give them the tools and resources they would need in order to do so. At the time of inception, I was blogging strictly as a hobby after school or on the weekends, and now it has grown into so much more!


Do you really eat ALL of the desserts you make?

While I do eat most of the treats I make (the cookies are my favorite!), I’m usually baking 4/7 days of the week, which means A LOT of sweets and a lot to eat. Luckily I have friends who are more than happy to eat any of the extras!


How do we work with you?

If you are inquiring about advertising opportunities, you can send an email to, and for all general questions contact


What kind of equipment do you use to take your photos?

Right now we shoot with a Canon 5D Mark III with 50mm and zoom lenses. Other than a camera, we don’t use much photography equipment except a reflector and occasionally some umbrella lights when the natural light is gone. I share my set-up over on Snapchat (@awww.sam) often if you want to see a visual of what it all looks like!


What are your favorite kinds of projects?

I LOVE doing baking projects. I find that dessert DIYs are so much easier for me to brainstorm than any other type of project. And being able to devour them after a shoot is definitely a huge plus too!

follow @awwsam