Meet Jama Matthews

Alright – so today we’ve got the honor of introducing you to Jama Matthews. We think you’ll enjoy our conversation, we’ve shared it below.

Jama, we are so appreciative of you taking the time to open up about the extremely important, albeit personal, topic of mental health. Can you talk to us about your journey and how you were able to overcome the challenges related to mental issues? For readers, please note this is not medical advice, we are not doctors, you should always consult professionals for advice and that this is merely one person sharing their story and experience.

For the longest time, I thought my purpose had to fit into a box that others would approve of. I’ve always loved technology, cameras, and creating things from scratch. I taught myself video editing as a kid, convinced I’d do something in software engineering, graphic design, or web development. But when people asked what I wanted to do with my life, I felt pressured to name something “stable,” like a dentist, lawyer, or nurse, like my mom. I just wanted people to believe in me, so I gave them answers I thought they wanted to hear.

As social media grew, I started taking photography more seriously. At first, I focused on portraits and nature, then transitioned into food photography when I launched a meal prep business. That business wasn’t sustainable. It was just too much for one person to manage. But it planted a seed.

In 2023, I created Lullaby Vegan, inspired by my desire to bring a vegan version of Long’s Donuts to life. But here’s the thing: I wasn’t a baker. Cooking had always been my creative outlet, something I saw as an art. Baking, on the other hand, felt like a science. It was precise, technical, and intimidating. I honestly didn’t think I would do well with it. But instead of letting that fear stop me, I leaned into it. I came up with the business idea first, and then I taught myself how to bake.

Right as I was about to launch, I got sick. Almost overnight, I developed MCAS (Mast Cell Activation Syndrome) and could no longer safely taste-test my own food. The path I had finally settled on pursuing suddenly felt impossible.

I was ready to quit, but a close friend wouldn’t let me. She told me to keep going, promised to support me, and even volunteered to be my taste tester. So I pushed forward. I perfected my donut recipe, relying heavily on those around me for feedback on my treats. The response was unlike anything I had experienced before. People were telling me, “This is the best donut I’ve ever had,” and “I used to drive to Chicago for donuts like this, but now I don’t have to.” Parents thanked me for creating treats their dairy-allergic children could finally enjoy. Someone even told me, “You’re going to be a millionaire from this.”

For the first time in my life, I felt like I was exactly where I was supposed to be. This was my purpose all along. Not just baking, but creating something that made people feel included while also fulfilling my desire to create. I learned that you don’t have to reinvent the wheel, you just have to do something in a way no one else is doing it.

I spent years trying to find a purpose that sounded “right” to other people. It wasn’t until I did what I felt good doing that I knew this could be my thing. My number one desire in this world is to not have to go to work and then come home to work on my passions. I want to grow a brand that sustains me financially just by being myself and sharing my dreams with the world. Lullaby Vegan is that for me.

Thanks, so before we move on maybe you can share a bit more about yourself?

At Lullaby Vegan, I create delicious, handcrafted vegan fried yeast donuts and other treats from scratch. The heart of my business is about creating food that brings people joy and makes them feel included, no matter their dietary restrictions. As a mother and entrepreneur, I understand how important it is to have options that allow everyone to enjoy the things they love, without feeling left out. My donuts are designed to be indulgent, comforting, and full of flavor. I don’t want to create a donut that’s “good for a vegan donut,” I want it to be amazing even for nonvegans. What excites me most is the ability to bring a unique twist to a classic. Vegan yeast donuts, especially in Indianapolis, were something I felt was missing from the local food scene. And with customers driving from all over, including Fort Wayne and South Bend, to try my donuts, I think the Indiana vegan community would agree.
My journey from an idea to a fully functioning business has been full of unexpected challenges, like when I was diagnosed with MCAS and could no longer taste-test my food. Even now, I still can’t taste my own creations. But I pushed through, and seeing people’s reactions when they try my donuts or treats is what makes all the hard work worth it. To hear someone say, “This is the best donut I’ve ever had,” or “You’ve made something my kid can finally enjoy,” really solidifies that I’m doing something special.

Lullaby Vegan is all about bringing something new to the table—literally. My goal is to offer high-quality, plant-based treats that don’t sacrifice flavor or texture. It’s not about being “just vegan,” it’s about making donuts that anyone, whether vegan or not, will fall in love with. It’s exciting to create something that fills a niche, especially when people are so excited to support a local, women-owned business. I love that I’m able to introduce people to a new world of flavor that they didn’t even know they were missing.

As for the future, I’m always thinking about what’s next. I’m working on expanding my menu with new vegan treats and flavors that will keep the excitement going. Right now, I’m focusing on growing the business, building more connections with the community, and making sure that Lullaby Vegan continues to be a place people can rely on for amazing treats. I’m also looking forward to possible pop-ups and local events where I can bring my donuts directly to people who’ve been craving them. I will likely focus on a rotating menu with limited drops. I’m totally restructuring the business model to prevent burnout and ensure that I can support myself and my family while continuing to provide delicious vegan treats. I hope to find the perfect commercial kitchen or storefront so that my handcrafted treats are more accessible to the community. In the meantime, I may focus a bit on catering to work and save up for the store.
What I want everyone to know about Lullaby Vegan is that it’s more than just a bakery. It’s my way of sharing my art, creativity, and passion with the world. It’s about making people happy with something I’ve created with my own hands. I’m forever grateful to the families who continue to support and appreciate my small contribution to the world.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I believe the three most important qualities that had the biggest impact on my journey were resilience, creativity, and resourcefulness. It takes a special kind of person to keep getting back up every time they ‘fail.’ If you’re early in your journey, my biggest advice is to always begin with the end in mind. For me, even when I didn’t know that entrepreneurship was my calling, I always knew my end goal was to comfortably afford life. I’ve always hated the thought of not being able to financially meet my needs or help others meet theirs. Everything I do, every decision I make, starts with that end goal in mind. I never take action unless I’m confident it will move the needle toward what I ultimately want.

I also want people early in their journey to take advantage of the internet and social media, and dream big. We don’t always see the behind-the-scenes of people’s lives, but social media has made it possible for me to believe what I want is attainable. For example, there’s a black female entrepreneur I’ve followed for years. She’s been transparent about her journey, even sharing the difficult times when she slept in a small bed feeling depressed and unsure of her purpose. Fast forward, she wrote a business plan, had terrible credit, and had never worked in an ice cream shop before. But she was awarded a small loan to open her shop in Omaha, Nebraska, made six figures in 60 days, and is now a millionaire. I never would have known about her without social media because I’m in Indiana. Seeing her achieve all this with her circumstances has shown me that I can do it too.

Is there a particular challenge you are currently facing?

One of the biggest challenges I’m facing right now is pricing my treats in a way that reflects their true value. I pour so much love, time, and effort into every donut and treat I make. It’s not just about the ingredients, it’s about the art of creating something special that people can enjoy and feel included in. But the more my business grows, the more I’m faced with the pressure to produce at scale, like big donut chains, and price my products to match that.

The issue is that while I want to make my treats accessible, I also want to stay true to my small-batch, artisan approach, and charge accordingly. It can be hard when people might view it as “just a donut” business and don’t always recognize the time and care that goes into each item. As I continue to grow, I’m working on finding that balance, maintaining the quality that makes Lullaby Vegan so special, while making sure that my pricing reflects the value of the craftsmanship behind every treat. It’s definitely a work in progress, but I’m committed to staying true to my values.

I initially looked around at other gourmet artisanal donut shops, both vegan and non-vegan, and simply mimicked their pricing, knocking the price down even more to account for the fact that I wasn’t yet operating in a commercial kitchen. However, even as a home-based business, I found that all the profits I was making were being used to purchase ingredients at full price from grocery stores, packaging at full prices from Amazon, and covering all the costs to make each order perfect. I wasn’t paying myself, often barely affording a meal or a bit of gas money, and I had to rely heavily on my family for financial support, which was a burden on them.

To resolve this, I decided to sit down and calculate every cost down to the labels I design and print, as well as the high-quality ingredients I use to create each artisanal product. I factored in the time I spend and the skill I put into every donut, and realized that what I’m offering isn’t just a product, it’s truly a labor of love. I now recognize my true worth and have decided to appropriately charge for my work, making sure to balance my dedication to quality with the need to run a sustainable business.

Contact Info:

• Website: https://www.lullabyvegan.com
• Instagram: @lullabyveganbakery

Image Credits

Jama Matthews (photos are my own)