Meet Lex Holley

We caught up with the brilliant and insightful Lex Holley a few weeks ago and have shared our conversation below.

Lex, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

I didn’t always know baking would be my purpose.

It actually started when I was 16. I didn’t have a job, but I still wanted to do something special for my mom on Mother’s Day. So I baked her a cupcake bouquet. It wasn’t perfect, but it was pretty—and she loved it. That moment stuck with me. It felt good to make something with my hands that made someone else feel loved.

Over time, baking became more than just a fun hobby. It was something I came back to during stressful seasons, when my anxiety felt heavy or life felt uncertain. There was something grounding about being in the kitchen—mixing, decorating, creating. It gave me peace. And looking back, I realize that’s when God really started revealing my purpose to me.

Not in some huge, dramatic way—but slowly. Through every person who told me my desserts made them feel special. Through every late night when baking helped me calm down. Through every order that pushed me to keep going even when I felt like giving up.

Fueled by Flour became the space where I could not only create, but connect. It’s not just about cakes—it’s about joy, celebration, and making people feel seen. I know now that this is where God called me to be. Not because it’s flashy or perfect, but because it’s honest work that brings light to others.

Finding my purpose wasn’t a lightning bolt moment. It was a slow build—one cupcake, one step, and one prayer at a time.

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

I’m Alexis, the owner and cake artist behind Fueled by Flour—a home-based bakery and creative brand where cake meets purpose. I specialize in whimsical, flavor-packed desserts like custom cakes, cupcakes, cake pucks, and cakesicles. Everything I make is handcrafted to feel like a celebration—whether it’s for a birthday, breakup, baby shower, or just because. My goal is to help people romanticize their lives, one dessert at a time.

What makes Fueled by Flour special isn’t just the sweets (though they’re pretty amazing)—it’s the heart behind them. I started this business not only because I love baking, but because I know what it feels like to crave joy and need a creative outlet that brings comfort. Every design, every detail is rooted in love, nostalgia, and the belief that the little things—like a cupcake with extra sprinkles—can make a big impact.

Beyond baking, I also create digital products like my eBook “Bake It ‘Til You Make It” and my cake business brand kit, both designed to help aspiring bakers start their own journeys. I’m passionate about sharing what I’ve learned along the way—especially with Black and Latina women—because this industry needs more of us taking up space and thriving.

Right now, I’m focused on growing—personally and professionally. That means expanding Fueled by Flour with more resources for bakers, launching new merch (like my shimmer tumblers and vinyl stickers), and exploring allergy-friendly cake kits and seasonal drops. But just as importantly, I’m in a season of wanting to grow deeper in my faith and my relationship with God. He’s the reason I started this journey in the first place, and I’ve learned that when I keep Him at the center, everything else flows. So part of this next chapter is about staying grounded—spending more time in prayer, in the Word, and in stillness, even while building a business.

Whether it’s through cake, content, or conversation, Fueled by Flour is all about spreading joy, inspiring creativity, and helping people feel celebrated in the everyday—while keeping purpose and faith at the heart of it all.

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?

Looking back on my journey with Fueled by Flour, there are three core things that have shaped me the most: resilience, resourcefulness, and a deepening relationship with God.

1. Resilience:
Entrepreneurship isn’t linear—and neither is healing, growth, or creativity. There were seasons where I questioned everything: my talent, my pace, even my purpose. But what I’ve learned is that resilience isn’t about being unshakable—it’s about choosing to get back up, even when things feel uncertain or heavy. It’s in the quiet, unseen moments—when you push through discouragement or try again after failure—that real growth happens. My advice for others? Learn to sit with the hard days without letting them define you. Trust that rest and progress can coexist.

2. Resourcefulness:
Being a self-taught baker and small business owner means you’re constantly figuring things out as you go. I didn’t have a business background or fancy equipment when I started. But I used what I had—YouTube tutorials, trial and error, a willingness to ask questions. That mindset taught me to see obstacles as opportunities. For anyone starting out: don’t wait for perfect conditions. Start small, stay curious, and let each challenge sharpen your creativity.

3. Faith and spiritual grounding:
More than anything, this journey has shown me that I can’t do it on my own. My faith has been the foundation—especially in moments when I felt burnt out, overlooked, or unsure if I was really cut out for this. God has consistently met me with clarity, comfort, and confirmation, often in ways I didn’t expect. He’s shown me that this business isn’t just about cakes—it’s a vessel for connection, joy, and purpose. My encouragement? Don’t be afraid to invite God into your dreams. He’s not just concerned with the spiritual side of your life—He cares about your creativity, your business, your joy. Trust Him to guide your steps, even when the path isn’t clear.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

The most pivotal source of support in my journey has been my relationship with God. He’s not only the giver of the gift I’m stewarding but also the steady presence that has carried me through moments of doubt, fear, and fatigue. In those times when the path felt unclear or the challenges felt overwhelming, it was in quiet prayer and reflection that I found clarity and renewed purpose. God’s guidance has taught me patience, perseverance, and to trust the process—even when I can’t see the whole picture.

Beyond that spiritual foundation, I’ve also been deeply impacted by the community of fellow bakers and small business owners who lead with vulnerability and authenticity. Seeing their journeys—complete with their struggles and triumphs—has reminded me that growth isn’t linear and that it’s okay to be a work in progress. Their willingness to share knowledge, offer encouragement, and celebrate each other’s wins has been invaluable. It’s through this collective support that I’ve been able to build not just skills but also the confidence to keep pushing forward.

Together, faith and community have been the twin pillars that helped me develop the resilience, creativity, and self-belief necessary to pursue my purpose with intention and joy.

Contact Info:

• Website: https://fueledbyflour.com
• Instagram: @fueledbyflour
• Facebook: @fueledbyflour
• Twitter: @fueledbyflour
• Youtube: @fueledbyflour
• Other: TikTok: @fueledbyflour

Image Credits

Lex Holley