Brooklyn Heights just got sweeter. Zewiditu Jewel, co-founder of Cloudy Donut Co., has made history as the first Black woman to open a food and beverage business in the upscale neighborhood. Her vegan donut shop is bringing bold flavors and Black-owned excellence to one of New York’s most exclusive areas.
What started as a small operation in Baltimore has now expanded to New York, attracting celebrity fans like Serena Williams, ASAP Rocky, and Ed Sheeran. Cloudy Donut Co. proves that plant-based treats can be both delicious and groundbreaking.
From Teacher to Donut Entrepreneur
Zewiditu Jewel wasn’t always in the food business. Before joining Cloudy Donut Co., she worked as a teacher. Her journey into entrepreneurship began when she started helping her partner, Derrick Faulcon, with his growing donut business during the pandemic.
“I was helping with preorders at first,” she recalls. “Then Derrick asked me to join full-time. We compared my teaching salary to what we could build together—and the rest is history.” Now, she handles branding and social media for the company, which has amassed over 80,000 Instagram followers.
Why Owning Real Estate Changed Everything
Many small businesses struggle with rising rents, but Cloudy Donut Co. had an advantage—they owned their Baltimore location. “We saw so many peers struggling with landlords during the pandemic,” Zewiditu says. “Having control over your space is everything.”
When expanding to New York, they chose Brooklyn Heights, a wealthy area where the median home price is $1.5 million. “It’s a neighborhood where if you know, you know,” she laughs. By opening there, they’re doing what Zewiditu calls “reverse gentrification”—bringing Black-owned business to spaces that lack diversity.
Celebrating Success in a Fast-Paced Industry
Running a business isn’t easy, and Zewiditu admits she sometimes forgets to pause and appreciate how far they’ve come. “We move so fast that I don’t always take time to celebrate,” she says. “But we’ve done amazing things.”
Those achievements include collaborations with major brands like Oatly, making Cloudy Donut the first Black-owned business to partner with the oat milk giant. They’ve also worked with Brooklyn Tea and Camille Rose Naturals, proving that vegan donuts can open big doors.
What’s Next for Cloudy Donut Co.?
The future looks bright for Zewiditu and Derrick. They’re launching 7Streams, an educational platform to help entrepreneurs build multiple income streams. “Derrick has been my mentor,” she says. “Now he’s sharing that knowledge with others.”
For now, Cloudy Donut Co. continues to serve up sweet success—one vegan donut at a time. And with Zewiditu leading the way, Brooklyn Heights is just the beginning.
