Considered by many to be among “the best pastries in the world,” Cloudy Donut Co. is a gourmet vegan patisserie that first made headlines not just for its pillowy-soft, cloud-like donuts, but also for the social impact woven into its very foundation. A brand of many firsts, it is New York C’itys first 100% vegan donut store and the first Black-owned food and beverage business in both Brooklyn Heights and Nolita — two neighborhoods where that distinction carries enormous weight.

With over 50 flavors on offer, this outpost has become a tourist destination in its own right, celebrated for its brown butter chocolate chip donuts, apple pie cinnamon rolls, and sweet potato pound cake. Every dessert is small-batched and handcrafted, a commitment to quality that is felt from the very first bite and one that keeps devoted regulars returning week after week.

What sets Cloudy Donut Co. apart, though, goes beyond the food itself. Known for limited quantities and a deep emphasis on storytelling, every element — from the design of the spaces to the curation of the music, merchandise, and weekly flavor profiles — is created with intention. That vision is curated by Founder Derrick Faulcon alongside Zewiditu Jewel, who together build each space in a luxurious and harmonious way. Collectively, the two have created what they call Worlds of Black Luxury — experiences that can only be told the way Black people themselves tell them.

We tapped Jewel to learn more.

Home & Texture: As the first Black-owned food and beverage business in Brooklyn Heights and Nolita, what does this feat mean to you in relation to the state of Black businesses in New York?

Zewiditu Jewel: To be honest, we didn’t open our businesses in these neighborhoods knowing we’d become the first, but we are. Many of our people still don’t understand the intent behind being in these neighborhoods, forgetting that we frequent them. We shop in SoHo and hang out in Dumbo — but in these very spaces, we may not always be welcomed. Our people are so used to celebrating people and places that don’t celebrate us back, so we remind ourselves and one another: over here, we represent you, we respect you, and we have built this for US…all of us. When you do something for the first time, it takes a while for people to appreciate and understand it. We know, as foundation people and founders, that this work will be studied years from now. This is what I call reverse gentrification: bringing our Black-owned businesses into affluent communities absent of color.

HT: What was the reasoning and inspiration behind creating a luxury pastry brand?

ZJ: This is our real life — living is the mood board. Because we live a life of Black luxury, we own a company that complements and speaks to the food we eat, the way we design, how we dress, and how we curate our lives. The inspiration is a testament to waking up every day knowing you have the ability to live the life you dream of.

HT: What’s next for Cloudy Donut Co.?

ZJ: Derrick and I are going on a Cloudy Donut Tour this Spring, taking our concepts on the road to touch other major cities. I also teach entrepreneurs and creatives alike how to grow and market their businesses. This is most important to me because I am giving others the knowledge I wish someone had shared with me.

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