Phoenix, AZ, February 12, 2026

A Phoenix family’s dedication to gluten-free cuisine has transformed a personal dietary challenge into Jewel’s Bakery & Cafe, highlighting the power of local entrepreneurship. Founded by Julie Moreno in 2011, this beloved establishment emerged from the need for quality gluten-free options due to her daughter’s allergies. With strong community ties and strategic investments, Jewel’s Bakery & Cafe has become a staple in Phoenix’s dining scene and a testament to resilience in small business.

Phoenix, AZ

Gluten-Free Innovation Fuels Phoenix Small Business Success

A Phoenix family’s entrepreneurial spirit has transformed a personal dietary challenge into a thriving culinary destination, showcasing the resilience and innovative drive of local small businesses.

The economic landscape of Phoenix continues to be shaped by the determination and creativity of its local entrepreneurs. Across Arizona, small businesses form the backbone of communities, driving job creation and fostering a vibrant local culture. In Maricopa County, these enterprises demonstrate remarkable resilience, navigating various challenges through innovation, strong community ties, and an inherent entrepreneurial spirit. This environment allows businesses to adapt, embrace new technologies, and meet evolving customer demands, proving that local initiative is a powerful engine for economic growth.

The success story of one particular Phoenix establishment highlights how a focused vision and unwavering dedication can lead to significant achievements, not just for the business owners but for the wider community. This demonstrates how private ventures, born from genuine needs, contribute meaningfully to the local economy and exemplify the impact of grassroots innovation.

From Home Kitchen to Phoenix Staple

Jewel’s Bakery & Cafe, a beloved Phoenix institution, originated from a deeply personal mission. Founder Julie Moreno, an elementary school teacher with a background in a family of restaurant owners, began her entrepreneurial journey in 2011 with “Jewel’s Cupcake Shop,” an Internet-only bakery operated from her home kitchen. This venture was sparked by her daughter’s severe allergies to gluten and the significant lack of delicious, high-quality gluten-free options available at the time. Moreno’s commitment to ensuring her family of six could enjoy meals together without dietary compromise led her to extensive experimentation, developing her own unique gluten-free flour and recipes. Her dedication to culinary excellence was recognized when she won a baking contest, competing successfully against other prominent Phoenix bakers.

Community Demand and Strategic Investment

The transition from a home-based operation to a full-service restaurant was a direct response to overwhelming customer demand at local farmers’ markets. Recognizing the potential and the clear need for a dedicated gluten-free establishment, Julie Moreno’s father, Bill Hankerson, an investment banker, stepped in as an investor. His conviction in his daughter’s vision was so strong that he reportedly paid the first year’s rent for the cafe location in advance, using funds from his retirement plan. This significant private investment underscores the belief in entrepreneurial talent and the power of individual initiative to bring valuable services to the community. The physical cafe opened in Phoenix in 2014, with Julie Moreno’s daughter, Justine, taking on the role of chef and restaurant manager, demonstrating a multi-generational commitment to the family business.

A Haven for Gluten-Free Comfort Food

Today, Jewel’s Bakery & Cafe stands as a prominent family-owned, 100% gluten-free restaurant in Phoenix, renowned for its diverse menu. It specializes in comforting dishes, brunch favorites, and an array of baked goods. The menu features popular items such as world-famous chicken and waffles, hand-battered fried curds, pickle chips, pancakes, sandwiches, and salads. The cafe also offers custom cakes for various occasions, emphasizing quality and creativity. Notably, Jewel’s has been recognized as Arizona’s first and, for a period, only full-service, 100% gluten-free restaurant, filling a crucial niche for those with dietary restrictions. The commitment to using locally sourced ingredients further strengthens its ties to the Arizona community and supports other local producers.

Resilience and Adaptability in a Dynamic Market

Like many successful small businesses, Jewel’s Bakery & Cafe has demonstrated remarkable resilience and an ability to adapt to changing circumstances. While early reviews noted strengths in its baked goods and areas for development in its cafe menu, the establishment’s continued operation and growth underscore its capacity to evolve and meet customer expectations. The business has proven its agility, even expanding its offerings by launching Tru Tacos, a pop-up taco shop. During challenging times, such as the pandemic, Jewel’s Bakery & Cafe pivoted to focus on community support, offering affordable kids’ breakfasts and free family meals, and creating a mini-market for other local vendors affected by economic shifts. These actions exemplify the community-minded approach often found in successful Phoenix small businesses, contributing to collective economic resilience.

Contributing to Phoenix’s Economic Fabric

The success of enterprises like Jewel’s Bakery & Cafe is a testament to the robust small business environment in Phoenix. Small business owners in Phoenix have shown a greater likelihood of reporting success and growth compared to the national average, often expressing less concern about macroeconomic stressors like competition and inflation. This positive trend reflects a supportive ecosystem where entrepreneurial endeavors can flourish. Across Arizona, small businesses are responsible for over half of the state’s total workforce, generating more than $71 million in local income and wages, and contributing upwards of $10 billion annually in state and local tax revenue. These contributions fund vital public services, schools, and infrastructure, showcasing the profound impact of private enterprise on overall economic well-being and community development. The innovative spirit and sustained growth of businesses like Jewel’s Bakery & Cafe are key drivers of this vibrant economic activity.

The story of Jewel’s Bakery & Cafe is a compelling example of entrepreneurial vision and dedication creating a unique and valuable service for the Phoenix community. Through innovation, resilience, and a commitment to quality, this family-owned business not only serves delicious gluten-free food but also contributes significantly to the local economy and strengthens the community fabric. Supporting local businesses is crucial for sustaining this dynamic growth and ensuring Phoenix remains a hub for entrepreneurial success.

Frequently Asked Questions about Jewel’s Bakery & Cafe

What kind of food does Jewel’s Bakery & Cafe offer?

Jewel’s Bakery & Cafe is a family-owned, 100% gluten-free restaurant in Phoenix specializing in comfort food, brunch, and baked goods. They offer dishes such as chicken and waffles, fried curds, pickle chips, pancakes, sandwiches, salads, and custom cakes.

Who founded Jewel’s Bakery & Cafe?

Jewel’s Bakery & Cafe was founded by Julie Moreno. She started with an Internet-only bakery called “Jewel’s Cupcake Shop” in 2011, inspired by her daughter’s severe gluten allergies.

When did Jewel’s Bakery & Cafe open its physical location?

The physical cafe location of Jewel’s Bakery & Cafe opened in Phoenix in 2014.

Does Jewel’s Bakery & Cafe use local ingredients?

Yes, Jewel’s Bakery & Cafe uses locally sourced ingredients in their offerings.

What is the economic impact of small businesses in Arizona?

Small businesses in Arizona comprise over half of the state’s total workforce, generate more than $71 million in local income and wages, and contribute upwards of $10 billion annually in state and local tax revenue.

Key Features of Jewel’s Bakery & Cafe

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Author: STAFF HERE PHOENIX WRITER

The PHOENIX STAFF WRITER represents the experienced team at HEREPhoenix.com, your go-to source for actionable local news and information in Phoenix, Maricopa County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Waste Management Phoenix Open, Cactus League Spring Training, and Arizona State Fair. Our coverage extends to key organizations like the Greater Phoenix Chamber of Commerce and Visit Phoenix, plus leading businesses in technology and healthcare that power the local economy such as Intel and Banner Health. As part of the broader HERE network, including HERETucson.com, we provide comprehensive, credible insights into Arizona's dynamic landscape.