Alright – so today we’ve got the honor of introducing you to Ellie Behrens. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Ellie, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

In the spring of 2023, I set out to create the perfect cinnamon roll recipe for my family. I knew exactly what I wanted—the soft, pillowy texture of the dough, a rich and flavorful cinnamon swirl, and just the right icing to bring it all together. But knowing what I wanted and achieving it were two different things. I tweaked, tested, and reworked the recipe again and again until every component was just right.

Once I finally nailed it, I began sharing the rolls with family and bringing them to work and school. The response was overwhelming—people loved them. A few months later, the idea struck me: why not turn this into a little side hustle? I decided to open a home bakery focused exclusively on cinnamon rolls in a variety of flavors.

As soon as the idea took root, I got to work—and quickly realized it was about much more than just baking and selling. I researched my state’s cottage food laws, obtained a business license, continued recipe development, created a name, designed a logo and business cards, tested different packaging options, set up an email account, launched social media pages and a website… and the list goes on. It was far more involved than I had ever imagined.

There were many moments when I thought, “This is a lot. Maybe I shouldn’t do this.” After all, I already have a full-time job. I’m a mom, a wife, and I lead a busy life. But I’m also a go-getter. I knew that if I didn’t see it through, I would regret it.

As a teacher, I often tell my students, “We can do hard things.” That simple phrase kept replaying in my mind. Did I have to learn how to run a small business? Absolutely. Was there plenty of trial and error? Without a doubt. Building a dream takes hard work, persistence, and courage—but the reward makes every bit of effort worth it.

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?

From a young age, I’ve always loved food and cooking. I grew up watching the Food Network, reading cookbooks, and eagerly trying new foods whenever I had the chance. Food fascinated me, and being in the kitchen felt like stepping into a space where I could truly be creative. Over time, cooking and feeding others became my love language.

When I was 14, I started working for a catering company in my hometown. They also had a storefront with a full kitchen in the back where they hosted cooking classes. I was completely mesmerized. I soaked up every bit of information I could, eventually helping prep food for the classes and learning more than I ever imagined. It was hands-on, fast-paced, and inspiring.

Every job I had after that was in the food industry, right up until I began my career as a teacher. In each position, I made it a point to learn as much as possible—asking questions, observing the chefs, and absorbing every detail. Then I would go home and try to replicate what I had learned and seen.

Cooking had always been a hobby until 2023 when I decided to launch Rebel Rolls Bakery. A cottage bakery that specializes in hand crafted small batch cinnamon rolls in a variety of flavors. Customers can place orders online and pick up from my home. I also participate in pop up events around the St. Louis area.

Can you tell us about a time you’ve had to pivot?

Being a small business owner means constantly pivoting, rethinking, staying flexible, and facing challenges head-on. Every day brings new decisions, new obstacles, and new opportunities.

Recently, I had my eye on an event that would have been a huge opportunity for my business. In my mind, I was already mapping out the details—what it would look like, how we would execute it, how we would show up. I was genuinely excited and hopeful about what it could mean for us.

Then I received the news that I wasn’t accepted into the event.

I knew it was a possibility, but I’m an optimist by nature and had been hoping for the best. I gave myself about 15 minutes to feel disappointed—because that’s real and it’s valid—then I shook it off, regrouped, and started planning our next move. I began thinking about how we could pivot, what new opportunities we could pursue, and what our next “big thing” could be.

Because at the end of the day, it’s not about the setbacks. It’s about how you respond to them.

What’s a lesson you had to unlearn and what’s the backstory?

As I’ve mentioned before, I’m a go-getter—but I’m also not in my 20s anymore. The hustle culture mentality doesn’t serve me the way it once might have. I’ve had to unlearn the idea that late nights, constant motion, and being overwhelmed with orders automatically mean success.

Being exhausted and overworked isn’t a badge of honor, and it certainly doesn’t guarantee more sales or a better business. I’ve realized that working smarter—not harder—makes a far greater impact. Creating systems, setting boundaries, and being intentional with my time has changed everything.

Most importantly, I’ve learned how to balance my small business with the rest of my life. It needs to fit into my life—not run it. That mindset shift has been a true game changer.

Contact Info:

• Website: https://www.rebelrollsbakery.com
• Instagram: @rebelrollsbakery
• Facebook: https://www.facebook.com/rebelrollsbakery/