Meet Jenna Powell | Home Bakery Owner

We had the good fortune of connecting with Jenna Powell and we’ve shared our conversation below.

Hi Jenna, can you walk us through the thought-process of starting your business?
I had been a stay at home mother for 8 years while doing part-time remote work. When the part-time work ended, I found myself wondering what the next chapter was. I am in a fortunate position that I get to stay at home with my children, but I am a creative person and I like to keep my mind busy and take on projects. I have always loved cooking and baking. Growing up in a family of 7, we had home cooked meals every night and always homemade desserts. Everyone in my family can bake. I found myself being drawn to the idea of cottage baking. I brainstormed what my business would look like and then talked to my husband, family, and friends who encouraged me. I essentially wanted to be a neighborhood bakery from my home, but I couldn’t find a clear cut way to market that idea in my community. My sister gave me the idea of creating a monthly pastry box, which offers a rotating selection of pastries I want to include each month. She had seen this concept be successful elsewhere. I thought it was an amazing idea and adapted it to what I like to bake. My monthly Bake Box was born.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
At the center of my business is my monthly Bake Box, which has really become the heart of what I do. Each month, I curate 3–4 different baked goods to feature, and they’re available by preorder for one special weekend day. It’s a way for me to share my creativity, show my personality, and most importantly, share my love through food.
What makes my business unique is that I’m not just here for birthdays or special occasions — I want my customers to enjoy high-quality baked goods anytime. Although I do take special occasion custom orders, I like to think of myself as a neighborhood bakery, the kind of place you can count on for a little comfort and sweetness when you need it. During holidays and other occasions such as Mother’s and Father’s Day, I enjoy offering breakfast options such as cinnamon rolls, scones, and coffee cake. They have become such a huge part of my business. Cinnamon rolls are always the first item to sell out!
I’m really proud of how much my business has grown. The baking part was easy for me—I know how to make delicious food. The harder part was finding my customers. That meant getting creative and pushing myself outside my comfort zone: offering samples, reaching out to donate to community events, and even hosting my own pop-up events, which have been really successful.
Through this journey, I’ve learned that building a business takes passion and persistence. Every month in business has helped me grow whether it’s tweaking my business model or just becoming a smarter baker. I researched and became a licensed cottage baker. I have learned to trust and believe in myself and know that I am capable of growing this. I have met so many great and interesting people in my community through my business. My community loves to support each other and I have felt so welcome since beginning this journey. What I want people to know about my brand is that it’s about amazing food, creativity, and joy. Every treat I make is designed to bring people together and brighten their day.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
One of the things I love most about San Diego is that it offers so many different ways to explore and enjoy yourself. We’d definitely spend a day along the North County beaches—visiting Swami’s to check out the tide pools, strolling through the shops in Encinitas, and wandering Carlsbad Village before enjoying a great meal. For somewhere closer to home, Double Peak Park has the most amazing views. On a perfect day you can see the ocean and snow covered mountains.
We can head north for wine tasting in Temecula or down south to catch a Padres game and explore the Gaslamp. We’d also indulge in some of the amazing Mexican food (don’t forget the margaritas!) For something truly memorable, we’d spend a day at the San Diego Zoo or Safari Park. Another highlight would be hiking at Torrey Pines, where the trails and views are so peaceful.
And of course, I’d have to end the week with a couple of my personal favorites—dinner at Cesarina, followed by dessert at Extraordinary Desserts. As someone who absolutely loves sweets, I think that place is magical.

Who else deserves some credit and recognition?
My husband, family, and friends were extremely supportive with my decision to become a cottage baker. They listened to my plans, thoughts, and wishes. My family was the perfect springboard to bounce off ideas and my friends began supporting and recommending me. When they told me it was possible, I believed I could do anything.

Website: https://www.rollwiththedough.com

Instagram: roll_with_the_dough

Facebook: https://Facebook.com/rollwiththedough

Image Credits
Jenna Powell