Today we’d like to introduce you to Pharez Roberson.
Hi Pharez, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’m Pharez — and eight years ago, I walked away from a career in interior design to turn my side hustle into my full-time dream.
That dream? Heavenly Cakes.
But the story really started way before that — back in high school, when I was known for baking cakes that were anything but ordinary. I loved experimenting with unexpected flavors and creating desserts that made people stop mid-bite and say, “Wait… this is amazing!” Those reactions were addictive — in the best way.
Years later, my journey took a turn. After more than a decade of unexplained health struggles, I was diagnosed with a gluten allergy. Switching to a gluten-free diet changed my life — but it also changed how I saw food. I quickly realized that most gluten-free options were bland, dry, or just plain disappointing. As a lifelong foodie, I knew that taste shouldn’t have to be sacrificed for health.
So, I got back in the kitchen. After months of trial and error (and a few flops along the way), I developed Heavenly Cakes’ signature gluten-free flour blend — one that delivers the texture and flavor people crave without compromise.
From there, everything clicked. What started as a personal challenge grew into a mission: to craft gluten-free products that taste just as good — or better — than their traditional counterparts. My goal is simple: to make every bite a little moment of joy, without compromise.
Today, Heavenly Cakes is dedicated to helping others on their own gluten-free journey — one cinnamon roll, one cake, one “I can’t believe it’s gluten-free!” moment at a time.
It’s been a wild ride: long nights, big lessons, and a few sweet wins — like getting Heavenly Cakes into Whole Foods Market.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like most entrepreneurs, it definitely hasn’t been a smooth road — but it’s been an incredibly rewarding one.
When I first started Heavenly Cakes, I was driven by passion, creativity, and a deep love for baking. What I didn’t realize at the time was that running a business takes a completely different set of skills. I was professional, dedicated, and motivated — but honestly, I was green when it came to the business of business.
There was so much I didn’t know I didn’t know. I had to learn everything from pricing and production to branding, finances, and scaling — all while trying to keep my creativity alive. Over time, one of my biggest lessons has been this: run your business, don’t let it run you.
For me, that means understanding the numbers, setting boundaries, and building a business that supports me — not just the other way around. What I need from my business today looks different than it did a decade ago, and that’s okay. I’ve evolved, my life has evolved, and Heavenly Cakes has evolved with me. That flexibility and self-awareness have become part of what keeps the brand alive and sustainable.
Appreciate you sharing that. What else should we know about what you do?
At Heavenly Cakes, we specialize in gourmet gluten-free foods — mostly sweet, but with a few savory surprises too. I’m best known for our signature gluten-free cinnamon rolls, which are actually the only bake-at-home gluten-free cinnamon rolls sold in retail grocery stores today.
They’ve really become the heart of the brand — soft, gooey, and indulgent, but still completely gluten-free. I think what makes them special is that they don’t taste like a compromise. People often say, “I can’t believe this is gluten-free,” and to me, that’s the best compliment we could ever receive.
I’m incredibly proud that Heavenly Cakes has grown from a personal passion project into a brand that’s now part of so many people’s tables and celebrations. Knowing that families bake our products for birthdays, holidays, or just cozy Sunday mornings — that’s such a privilege and something I don’t take for granted.
What sets Heavenly Cakes apart is our focus on quality, flavor, and heart. We’re not just making gluten-free food; we’re reimagining what gluten-free can be — delicious, joyful, and accessible. Every product we make is designed to bring people together, regardless of dietary restrictions, and to remind them that food should always taste heavenly.
What were you like growing up?
I’ve always been a big dreamer — the kind of kid who thought anything was possible with a little creativity and a plan. My mom loves to tell this story: our church once hosted a “build your own race car” competition where the only rule was you had to make it from everyday items — no metal, no welding. I was about 13 and decided I wanted to build this huge race car out of thick cardboard. My mom looked at my sketch and said, “Pharez, it’s not going to fit in the car.” And without missing a beat, I said, “I know — we’ll just borrow Mr. David’s truck.”
We still laugh about that story to this day, but it really captures who I’ve always been — someone who dreams big but also figures out how to make it happen. Even now, that’s how I approach life and business: why not me?
Growing up, I was the kid who always had a smile on his face. In high school, custom t-shirts were all the rage, and one of our class designs had stick figures of everyone in a club. Mine was labeled “Mr. Smiley” — holding a pan of cookies. Looking back, that probably says it all.
As an only child, I was pretty independent and naturally drawn to things I could master on my own — like gymnastics and tennis. I think that independence prepared me for entrepreneurship. When it came time to start Heavenly Cakes, doing it on my own didn’t feel daunting — it felt like a natural next step.
Big ideas, persistence, and a smile — that’s pretty much been me from the start.
Pricing:
- Our products are available at Fresh Harvest
- Our products are available at Garnish and Gather
Contact Info:
- Website: https://www.heavenlycakesbakery.com
- Instagram: https://www.instagram.com/heavenlycakesbypharez/
