We were lucky to catch up with Chloe Rhea recently and have shared our conversation below.

Chloe, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

Since I was very young, I have always helped my dad in the kitchen. Whether he was making dinner or baking a dessert, I was always eager to do my part. As I grew older, I started to bake on my own trying recipes that interested me the most. When I became a teenager, I learned the importance of health and I started integrating it in my everyday life. Experimenting with my baking during the COVID quarantine, I substituted many ingredients for healthier alternatives. Whether it was a gluten-free flour or a low glycemic sugar, I always noticed how good I felt in comparison to when I ate commercial baked goods. Slowly, I perfected my own recipes, not only delicious but also fully guilt-free. I started sharing my cookies and baked goods with my friends and family, specially those with food intolerances, and everyone started asking for my recipes. I realized I was onto something special.
In 2021, during my freshman year at High School, I came across the Delray Green Market, a local market next to our home that encompasses artisanal products to be sold to the public every Saturday morning. I quickly fell in love with the environment and the ideology behind the artisanal products. Aspiring to be a vendor myself, I applied for the summer market. I realized I had my baked goods ready, but had no brand of my own. Inspired in all the different aspects of my life, I came up with a Logo that would tie together and demonstrate the purpose and meaning behind my brand. The sailor’s “knot” on my Logo, is influenced by my father’s love for sailing, and is used playfully to express the fact that our baked goods are entirely “NOT” guilty. The letter “U” is in parenthesis because Guilt without the “U”, gilt, means covered in gold, giving birth to our slogan “Golden pleasures without the Guilt”. Finally, the word “Tea” is replacing the original ‘ty’ in guilty, representing my birthplace, London, where Tea Time is a simple yet important part of our daily life. This strong Logo and a compiled selection of my own favorite recipes, was the beginning of an amazing and inspiring adventure at the Delray Green Market. The farmer’s market has been a great adventure for me and being able to sell my products to people in my community who need healthier alternatives because of health related issues or food intolerances, brings me so much satisfaction and I am so grateful. I love listening to all my customers and their stories and the amazing feeling when they come and express their gratitude for our healthy baked treats.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I began participating in the Green Market when I was in 9th grade. Alongside my love for baking, I also have a passion for dance and am proud to be a member of my school’s dance team. Now in my senior year of high school, I’m excited for what the future holds. Baking has always been a part of my life, thanks to my father, who is a big fan of cooking and has always involved me in the kitchen. Whether it was setting the table, clearing dishes, or going grocery shopping to plan meals, my brother and I were always part of the process. In my home, mealtime is truly sacred, and we’ve always made it a point to sit down together for dinner, even on school nights.

My father taught me that the key to a great meal is not just the quality of the ingredients but also the love and energy you put into preparing it. This philosophy has been the foundation of my own brand of healthy baked goods. I source only the finest, premium ingredients that are organic, gluten-free, non-GMO, plant-based, and low-glycemic and we sweeten our desserts with high-quality coconut sugar, dates, maple syrup or bananas. I made a special commitment to never use any lecithins, nor seed oils in my baking and use only organic Canadian sprouted oats that contain no Glyphosate as our main flour. Over time, I’ve expanded my product line to include 5 different lines, including four types of granola, waffles, cookies, loaves, and most recently, a dry pancake/waffle mix. These high standards have helped many of my customers, especially those with dietary restrictions, become loyal fans of my products. One of my proudest achievements has been providing my community with healthier alternatives that allow them to feel good about what they eat.

It has been an amazring ride for me, with many learnings along the way, but it has not been easy. Balancing my time between academics, dance, community service, extracurrivular activites, being with my family and running my baking business has required a lot of discipline, but it’s something I’m passionate about. Every Friday after school, I dedicate my time to baking, ensuring I’m ready for the Green Market every Saturday morning.

Despite the premium ingredients I use, I work hard to keep my prices reasonable as I understand that not everyone has the abiity to buy premium goods. My intention is to make sure that these premium baked goods are as affordable as possible to anyone that is in need of them. I’m excited to see my brand grow, and see how word of mouth has helped my brand spread along my community and beyond. We are now being approached by restaurants, cafés, and even country clubs interested in carrying our products. It’s amazing to see more people understanding the benefits of healthy baked goods, and I’m thrilled to be part of this growing market. I can’t wait to create even more recipes for the benfit of everyone!

Any advice for growing your clientele? What’s been most effective for you?

One of the most effective strategies for growing my clientele has been word of mouth, since we sell exclusively at the Green Market and online. Our commitment to using premium ingredients and ensuring the perfect balance of flavors in each recipe has made our baked goods not only healthy but truly delicious. The high quality of our products has led to wonderful reviews from our customers, who often recommend us to their friends and family—especially those who are health-conscious or have restrictive dietary needs. This organic growth, driven by customer satisfaction, has been key to expanding our reach and connecting with more people who are in need of healthier goods or appreciate better, healthier alternatives.

We’d love to hear a story of resilience from your journey.

One of my greatest challenges has been managing my time as an A+ high school student, balancing rigorous academic activities—including the school’s science research program—while being an active member of the dance team with a demanding schedule. On top of this, I’ve had to remain disciplined about my baking, sticking to a set time every week, regardless of how late I get home. There have been Fridays when I started baking at about 9 p.m. and worked until after 2 a.m., all to ensure I’m ready for the Green Market by 8 a.m. the next morning. I have been doing this every week (during Market Season) for 3 years, without fail or rest.

This commitment has required me to sacrifice many fun activities with my friends, often declining social plans because of my responsibilities to myself and my customers. The ability to juggle these various aspects of my life has tested my resilience, but it has also helped me grow, building a strong sense of dedication and perseverance in both my academic and entrepreneurial journeys.

Contact Info:

• Website: https://www.gilttea.com
• Instagram: @notguilttea_bakery
• Linkedin: Not GuiltTea Bakery