Meet Freda Johnson

We’re excited to introduce you to the always interesting and insightful Freda Johnson. We hope you’ll enjoy our conversation with Freda below.

Hi Freda , so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

I’ve learned to be effective—even when I’m the only one in the room who looks like me—by leaning into my communication skills, my confidence, and my discipline. I’ve always been social and open; I rarely meet a stranger. I believe in sharing my story authentically, because that’s where connection and impact begin.

One of the most defining parts of my journey started with something I once resisted. My mother encouraged me to learn how to make her old-fashioned pound cake, but I didn’t listen at the time. After she passed, it took me two years to master the family recipe. That process became about so much more than baking—it was about honoring legacy, building confidence, and developing the determination to step into something greater.

In those moments—whether I’m at a vendor event or sitting at a table where no one else looks like me—I remind myself that I belong, because I bring value, purpose, and a story that matters.

This experience has also encouraged me to pour into the next generation. I created an annual event called “Sunday Funday for Future Entrepreneurs,” where I encourage boys and girls to explore business ownership and dream big. It’s my way of making sure that others know they belong in every room, too.

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

At the heart of everything I do is “Freda’s Treasures”—a passion-driven business rooted in community, culture, and creativity. I specialize in nostalgic desserts like my signature old-fashioned pound cake and rich brownies, as well as custom gift baskets that are designed to make people feel seen, celebrated, and loved. Every item I make is crafted with intention, drawing from family tradition and my desire to spread joy.

What makes “Freda’s Treasures” so special is the soul behind it. This isn’t just about selling sweets or creating beautiful baskets—it’s about telling a story, honoring legacy, and building connections. Whether I’m set up at a local event or sharing online, I bring the same level of heart and purpose to every interaction. People often tell me that my products “taste like home,” and that’s exactly the feeling I want to give.

One of the most exciting things I’ve launched is an annual youth empowerment event called “Sunday Funday for Future Entrepreneurs.” It’s designed to inspire boys and girls to tap into their creativity and business potential. As a retired educator with 36 years of teaching experience, this initiative allows me to keep pouring into young minds in a way that’s fun, impactful, and future-focused.

Looking ahead, I’m exploring opportunities to grow “Freda’s Treasures”—including expanding my reach and eventually establishing a brick-and-mortar location. Until then, I’ll keep showing up with my tent, my cakes, and my love for people—spreading joy, one slice and one smile at a time.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, three qualities that have shaped and sustained my journey are professionalism, determination, and confidence—each one building upon the other in meaningful ways.

Professionalism has been the key to opening doors and building lasting relationships. Whether I’m interacting with customers, collaborating with vendors, or engaging fellow entrepreneurs, I always aim to show up with respect, consistency, and a spirit of excellence. Treating people—and your work—with integrity sets a tone that others can trust and rely on.

That foundation of professionalism helped anchor me during the more challenging moments, where determination became essential. There were times when sales didn’t meet expectations, events didn’t go as planned, or I simply felt uncertain. But it was in those moments that I chose to press forward, learning that resilience is often what separates progress from stagnation.

Through those challenges, I found my confidence—particularly after mastering my late mother’s pound cake recipe and realizing the depth of what I could offer. As I shared my story and saw the response from others, I began to believe more deeply in myself and the mission behind “Freda’s Treasures.” That self-belief became contagious and continues to empower the brand today.

For anyone just starting their journey, my advice is this: stay grounded in your vision, trust your process, and never let anyone talk you out of your purpose. Keep learning, stay committed, and surround yourself with those who uplift and inspire you. The road won’t always be easy—but every step brings growth, and every challenge carries a lesson.

Any advice for folks feeling overwhelmed?

When I feel overwhelmed, I’ve learned to pause, take a deep breath, and step back to assess the situation. Instead of pushing through in frustration, I give myself space to reflect and regroup. I ask myself, “What’s really going on here? What can I do differently to make this more effective or manageable?” That moment of clarity often helps me find a more productive path forward.

My advice: don’t ignore the overwhelm—acknowledge it, but don’t let it take over. Step back, prioritize, and give yourself grace. Sometimes the best thing you can do is slow down long enough to move forward with intention.

Contact Info:

• Instagram: https://www.instagram.com/fredatreasures14?igsh=MW1hcTNqcWRvMTVkaA==
• Facebook: https://www.facebook.com/share/191p8iCKcn/