We’re excited to introduce you to the always interesting and insightful Ashley Orr. We hope you’ll enjoy our conversation with Ashley below.

Alright, Ashley thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

In 2019, I was diagnosed with a gluten allergy; after over 20 years of eating wheat without a second thought. Overnight, everything changed. I suddenly had to relearn how to eat, shop, and even enjoy food. I didn’t know what gluten was, let alone how to avoid it. I was overwhelmed, discouraged, and devastated especially because I’ve always been a food person. I love discovering new flavors, baking for others, and creating things that bring joy.

But when I turned to store shelves and restaurants for gluten-free options, I was met with disappointment: bland flavors, grainy textures, crumbly dry bites that felt stale even when “fresh.” It wasn’t just inconvenient, it was disheartening. I didn’t want to eat cardboard. I wanted food that tasted like food. I wanted something that didn’t scream “gluten-free.”

That frustration became my motivation.

With a lot of trial and error, late nights, and more test batches than I can count, I set out to recreate the baked goods I loved but this time, 100% gluten-free. I tested every flour blend, ingredient, and method I could find. My husband, family, and friends (both gluten-free and not) became my official taste testers. They gave me honest feedback, helped me fine-tune each recipe, and eventually encouraged me to take the leap.

That’s how Sweet Nothings was born.

This bakery is a dream I’ve had since I was a kid but it’s also deeply personal. It exists for every person who’s ever felt left out at the dessert table. For every celiac customer who’s tired of dry cupcakes and chalky cookies. For people like me, who had to start from zero and didn’t want to settle for “good enough.”

At Sweet Nothings, our mission is to create gluten-free baked goods that don’t taste gluten-free. Period. Because food should be delicious no matter your allergy.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Ashley Orr and i am the owner/ creator of Sweet Nothings Bakery! When I’m not baking, I’m usually snowboarding, watching true crime documentaries, reading something spooky, or curled up with a horror movie and my dog Cota. I’m a fall/winter girl through and through (green is my favorite color). You can almost always find my husband Caleb by my side especially at pop-up events. He’s the muscle, the hype man, and the reason I stay (somewhat) sane through this wild small business life.

In 2019, I was diagnosed with a gluten allergy after more than 20 years of being able to eat wheat without restriction. That diagnosis turned everything upside down. I didn’t even know what gluten was, and suddenly I had to relearn how to eat, shop, and enjoy food. Most gluten-free options I found were disappointing: bland, dry, gritty, and nothing like what I used to love. As someone who’s always been passionate about food and baking, that was hard. But instead of settling, I decided to get to work. I started developing my own gluten-free recipes determined to create baked goods that didn’t just pass as “good for gluten-free” but were actually delicious. It took time, tons of trial and error, and an army of friends, family, and my husband giving honest feedback. One of the things I’m most proud of is my chocolate chip cookie recipe—it took 17 versions before I finally landed on the perfect one. That spirit of dedication is what drives Sweet Nothings Bakery and Cafe, my 100% gluten-free bakery based in Little Blue Bakehouse in Raleigh, NC. We specialize in ooey gooey butter bars, cookies, scones, cinnamon rolls, muffins, and other handmade baked goods that people want to eat—gluten-free or not.

What sets us apart is simple: we’re not trying to make gluten-free food taste good. We’re just making good food. I built this bakery for people like me who felt left out, who were tired of low-quality options, and who missed that spark of joy food is supposed to bring. Whether someone has celiac or no allergy at all, I want everyone who walks up to our case to feel excited, included, and satisfied.

Can you share a story from your journey that illustrates your resilience?

People don’t always realize this, but making gluten-free baked goods is hard. It’s not just swapping out one flour for another; it’s rebuilding the entire structure of a recipe from the ground up. There’s no wheat to bind everything together, so you have to use a combination of different starches, specialty flours, and additives like xanthan gum just to get close to the right texture. And even then, it doesn’t always work.

When I first started, I had no idea what I was doing. I burned through ingredients, made a ton of mistakes, and ended up with batches that were too dry, too gummy, or crumbled the second I touched them. It was frustrating especially coming from years of regular wheat baking where the rules were familiar and things just worked. But I didn’t give up. I kept researching, testing, tasting, failing and then starting again. I studied why gluten-free doughs behaved differently. I learned how certain flours absorbed more moisture, how binding agents worked, how to build structure without gluten. It took an incredible amount of patience, but every failed batch brought me closer to something that worked. Something I could be proud of. Learning to bake gluten-free taught me more than just the science behind gluten-free, it taught me resilience. And now, the same recipes that once felt impossible are the ones people come back for week after week.

That’s the power of not giving up.

Have you ever had to pivot?

I actually have a bachelor’s degree in social work! From the moment I started applying to colleges, I knew I wanted to become a substance abuse social worker. I’ve always had a heart for people especially those who are struggling. I believe every human deserves dignity, care, and the chance to become their best self. That kind of passion is what led me to social work in the first place. During my final year, I did a full-year internship at a rehabilitation facility and absolutely loved it. It was hard work but it felt meaningful and reminded me why I chose this career path. After graduation, I began applying to jobs, but quickly realized the reality: most roles required a master’s degree, or offered heartbreaking pay—like $12 an hour for 80-hour weeks. Financially and mentally, it just wasn’t sustainable.

That’s when I had to pivot.

I took a job as a full-time nanny with a wonderful family and ended up staying with them for five years. But as the child grew older, I knew I’d eventually need something more long-term. Something that could grow with me and support me fully. Around that same time, the gluten-free baked goods I had been making for myself were becoming favorites with friends and family. They kept telling me I should start a business. And honestly? It made sense. So I began researching how to open a business, secured my LLC, and started baking out of my home kitchen. From there, I moved into a shared commercial kitchen, sold at pop-ups and markets across the Triangle, and eventually made my way into Little Blue Bakehouse, where I now have my own dedicated gluten-free baking station and retail case.

The heart I had for social work never lef, it just found a new outlet. Now, I get to serve people through food, creating a space where those with allergies or dietary restrictions can feel seen, included, and excited about dessert again. It’s a different kind of support, but it’s still deeply personal and rooted in compassion.

Contact Info:

• Website: https://bakesy.shop/b/sweet-nothings-bakery-and-cafe
• Instagram: sweetnothingsbakeryandcafe
• Facebook: sweetnothingsbakery
• Other: Email: [email protected]

Image Credits

Kenneth Wical