Zewiditu Jewel has made history with her vegan bakery business. She co-founded Cloudy Donut Co., which became the first Black-owned food and beverage business in Brooklyn Heights. The company has attracted celebrity customers and built a loyal following of over 80,000 Instagram followers.
The success story began when Jewel joined her partner Derrick Faulcon’s business venture. Together, they transformed a simple donut shop into a widely acclaimed vegan baked goods brand. Their journey shows how determination and smart business moves can create lasting success.
From Teacher to Business Partner: Zewiditu’s Career Transformation
Zewiditu Jewel didn’t start her career in the food industry. She worked as a teacher before making the leap into entrepreneurship. Her transition to Cloudy Donut happened gradually during the 2020 pandemic lockdown.
“The Friday before the world shut down, Derrick had picked me up and then we were in lockdown the following week,” Jewel explained. She found herself helping with preorders and social media management. After comparing her teaching salary to the potential earnings at Cloudy Donut, the decision became clear.
The timing proved perfect for both partners. Jewel’s background in education and the arts brought valuable skills to the business. Her creative input helped shape the brand’s identity and social media presence.
Celebrity Customers and Vegan Innovation Drive Success
Cloudy Donut Co. has attracted an impressive roster of celebrity customers. Serena Williams, ASAP Rocky, Addison Rae, and Ed Sheeran have all enjoyed the company’s vegan baked goods. This celebrity endorsement has helped boost the brand’s profile significantly.
The company’s focus on vegan products sets it apart from traditional bakeries. Faulcon discovered an untapped market for high-quality vegan donuts and baked goods. Their innovative approach combines traditional baking techniques with plant-based ingredients.
Since opening in 2019, Cloudy Donut has grown from a Baltimore startup to a multi-city operation. The company now serves customers in both Baltimore and New York. Their success demonstrates the growing demand for premium vegan food options.
Real Estate Strategy Creates Business Stability
Owning real estate has been crucial to Cloudy Donut’s success. Faulcon owns the Baltimore property, which gave the business stability during the pandemic. Many food businesses struggled with rent payments during lockdowns, but Cloudy Donut avoided these challenges.
“During [the pandemic] we saw so many of our peers under the pressure of their landlords,” Jewel noted. Being their own landlord allowed them to focus on growing the business instead of worrying about rent. This strategy gave them more control over their operations.
The real estate ownership model has influenced their expansion plans. When they moved to New York, they carefully researched neighborhoods and lease terms. This approach helps ensure long-term stability for their business ventures.
Brooklyn Heights Expansion and Reverse Gentrification Concept
The move to Brooklyn Heights marked a significant milestone for Cloudy Donut. The neighborhood has a median home price of $1.5 million, making it one of New York’s most exclusive areas. Despite living in NYC for 10 years, Jewel had never heard of Brooklyn Heights before their expansion.
Jewel coined the term “reverse gentrification” to describe their presence in the affluent neighborhood. She defines this as bringing Black-owned businesses to wealthy communities that lack diversity. This concept represents more than just business expansion—it’s about creating representation in exclusive spaces.
The Brooklyn Heights location has become a symbol of breaking barriers. Their success in this high-end market proves that quality and innovation can overcome traditional barriers. The achievement opens doors for other minority-owned businesses in similar communities.
Strategic Partnerships Fuel Brand Growth
Cloudy Donut has formed partnerships with several high-profile brands. They’ve collaborated with L’Appartement 4F, Brooklyn Tea, Kosas, and Camille Rose Naturals. These partnerships have helped expand their reach beyond traditional bakery customers.
The most significant partnership came with Oatly, the world’s largest oat drink company. Cloudy Donut became Oatly’s first North American truck tour partner and their first collaboration with a Black-owned business. This historic partnership created opportunities for other minority-owned businesses.
These strategic alliances demonstrate the company’s growth beyond just selling donuts. They’ve positioned themselves as lifestyle brand partners. The collaborations help introduce their products to new customer segments and markets.
Future Plans Include Education Initiative 7Streams
Jewel and Faulcon aren’t stopping at just expanding their donut business. They’re launching 7Streams, an educational initiative by Faulcon. The program teaches people how to use their talents to create multiple income streams.
“Derrick is a mentor to me, so I already get these jewels from him,” Jewel shared. The 7Streams initiative will share their business wisdom with entrepreneurs and creators. This expansion shows their commitment to helping others succeed in business.
The educational component adds another dimension to their brand. Beyond selling vegan baked goods, they’re becoming thought leaders in entrepreneurship. This approach helps establish them as more than just a food company—they’re business mentors and community leaders.
