Rising to the Occasion
When Chef Jordan Hewes launched Craft Gourmet Bakery in 2018, she wasn’t just fulfilling a decade-long dream of business ownership, she was setting out to reshape the very culture of her industry. Armed with a culinary school degree and years of hands-on experience in restaurants, Jordan had carefully honed her expertise in both artisanal and volume baking. Her time working under Chef George at George Artisan Bakery & Bistro gave her a front-row seat to the realities of launching a new business, while her tenure at Perdido Beach Resort perfected her high-volume production skills.
But more than just mastering the perfect loaf, Chef Jordan knew exactly what kind of environment she wanted to create: a business deeply rooted in community, deliberately designed to diverge from the high-stress culture common in the food industry.
But more than just mastering the perfect loaf, Chef Jordan knew exactly what kind of environment she wanted to create: a business deeply rooted in community, deliberately designed to diverge from the high-stress culture common in the food industry.
Pivoting Through Hardship
For its first several years, Craft Gourmet Bakery thrived, building a loyal following for its exceptional breads, pastries, and desserts. Operating both retail and wholesale revenue streams, the business has grown to serve 24 wholesale accounts with local businesses all over the Pensacola area. However, when the COVID-19 pandemic struck, the bakery faced an unprecedented hurdle as its wholesale restaurant partners were forced to close their doors.
Rather than letting the business stall, Jordan, and her spouse and co-owner Anna Hewes, implemented a creative pivot strategy to keep the bakery afloat. They partnered with open-air local businesses like Baileys Produce and The Farm to sell ready-to-serve items directly in their stores. Craft Gourmet also rolled out popular bake-at-home kits for cookies and sourdough, keeping local families connected to their favorite treats during a challenging era. This experience reinforced Jordan and Anna’s core business philosophy: the absolute importance of being a good community member.
Navigating Expansion with the SBDC
After six successful years at Craft Gourmet’s initial location, Jordan and Anna realized they needed more space and capital to fully realize their vision. To navigate this massive next step, they turned back to a resource Jordan had first discovered in 2013: the Florida Small Business Development Center at the University of West Florida (Florida SBDC at UWF). Years earlier, while still working in local restaurants, Jordan had attended introductory SBDC workshops like Business 101, which helped guide her early entrepreneurial path.
To secure funding for a second location, Jordan and Anna re-engaged with the SBDC at UWF, working closely with consultants Dax Hale and Christa Wilson. Over the course of several months, they met every other week to navigate complex bank requirements and loan applications. Dax lent his expertise to fine-tune the numbers and map out critical financial projections, while Christa facilitated essential introductions, connecting them directly with various banks and loan officers.
“I highly recommend that other entrepreneurs utilize these no-cost services,” says Jordan. “The SBDC helps inform business owners about vital resources they might otherwise not know exist.”
The True Craft Experience
Today, Craft Gourmet Bakery is reaping the rewards of that careful preparation. The second location features four times the seating capacity of the original space, allowing Chef Jordan to welcome customers into what she calls the “true Craft experience.” In addition to maintaining their wholesale partners across town, the new location boasts an expanded restaurant portion. Here, guests can enjoy daily brunch from Tuesday through Saturday, 7 a.m. to 2 p.m., complete with a popular build-your-own breakfast sandwich experience featuring customizable breads, proteins, and egg styles.
As Craft Gourmet Bakery looks to the future, Jordan and Anna are focused on fine-tuning operations and optimizing internal processes across both locations rather than rushing further expansion. The bakery is also leaning heavily into community engagement, hosting live music on the patio for brunch on the last Saturday of every month.
Reflecting on her entrepreneurial journey, Chef Jordan shares a powerful piece of advice for fellow small business owners:
“Progress isn’t linear, and success isn’t final. It is a never-ending quest to be great and build a trusted name in the community.”
To learn more about Craft Gourmet Bakery’s menu, wholesale partnerships, and upcoming events, visit craftgourmetbakery.com and follow them on social media.
Ready to start or grow your own business? Connect with the Florida SBDC at UWF for comprehensive, no-cost, and confidential business consulting support. The experienced team provides the same professional guidance that helps local businesses like Craft Bakery achieve sustainable success.