We recently had the chance to connect with Jasmine Macon and have shared our conversation below.
Jasmine , we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What do the first 90 minutes of your day look like?
Given that I wake up super early as a baker, the first 90 minutes of my day are honestly just me lying around, trying to gather the energy to get out of bed, processing how early it is, thinking about everything I have ahead, and just silently praying that the day goes smoothly and that I make it home safely.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jasmine Macon, and I am the founder of Beyond Amazing Donuts. I create handcrafted, unique donuts that are made with love and attention to detail. What makes Beyond Amazing Donuts special is our focus on bold flavors, fresh ingredients, and bringing a little joy to every bite. I started this business because I wanted to share my passion for baking with my community and create treats that people genuinely love. Right now, I’m excited to be working on new seasonal flavors and finding fun ways to connect with our customers through events and markets.
Okay, so here’s a deep one: Who were you before the world told you who you had to be?
Who was I before the world told me who I had to be? I believe I was always Jasmine. There’s a stigma about being the middle child—I have two sisters, and I’m five years younger than the oldest and five years older than the youngest. Middle children are often labeled as the “black sheep,” the ones who march to the beat of their own drum. That description has always felt true for me.
I’ve always known my own taste and path, never overly concerned with fitting in. At the same time, standing out naturally comes with a spotlight, and even though there were times I shied away from it, it’s always where I found myself.
Being a middle child, I think, prepared me for the uniqueness of being a pastry chef. It’s a career that requires a bit of oddness—the hours are super early, the days long, and most people don’t want to be in the kitchen the way we do. Most pastry chefs I know are a little strange in their own way, and I think being born into my circumstances made it easier for me to accept that. From the beginning, I knew this path—this life in the kitchen—was tailor-made for me.
Was there ever a time you almost gave up?
As I’m writing this, it’s November 1st, and November 9th, 2021, marks the day my fiancé passed away. He was hit head-on by a drunk driver who was going the wrong way on the highway. He was going the right direction, and she was not. That loss was incredibly heavy, especially at such a young age—we were just starting our 30s.
His passing came at the very beginning of Beyond Amazing Donuts. My pop-ups were just taking off, and I had just gotten word that a brick-and-mortar location might be possible. I used to get excited to go home every day just to tell him the next piece of the puzzle—how everything was coming together. He was such a significant part of that journey.
People used to ask what made my donuts so special, and I would say it’s literally blood, sweat, and tears. There were mornings I didn’t want to get up, mornings I cried over the fryer. But I think about one of his last text messages to me—he promised he would show up at my next donut pop-up to support me. I carry that with me every day.
Even after he passed, friends who had seen him on his last day would come to me and say, “Jasmine, he was talking about you, about your donuts. He wanted us to support you.” And that support—his, my family’s, my friends’, and the community’s—was exactly what I needed. They showed up when I didn’t have much to give, and that love and support helped me keep moving forward.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
I think this is starting to change, but for a long time, one of the biggest lies in the culinary industry was that chefs have to work from sunup to sundown. Some people are still doing it, but the truth is—it’s not sustainable. You have to make space for yourself, take care of your mind, body, and soul. You can only perform as well as you feel. Rest, reset, and recalibrate are essential.
You can be a phenomenal chef and still be on the brink of burnout. I believe there are ways to teach and mentor healthier practices in the kitchen. Restaurants don’t have to be a nonstop grind that wears people down. Balance is possible, and it’s crucial to find it in order to sustain a long, fulfilling career.
Okay, we’ve made it essentially to the end. One last question before you go. When have you had to bet the company?
I’m not sure I fully understand the question, but right now, I am betting on Beyond Amazing Donuts. In June 2023, we opened a brick-and-mortar location with the support of a local hospitality group that recognized my talent—and, I guess, my popularity here in Charlotte. For nearly two years, things were going really well. We went viral a couple of times, received great reviews on Google and Yelp, and even earned a few local awards.
Then, in April 2025, we had to close our doors. Not everything was in my control, but I refuse to let someone else’s idea of success or failure dictate how I feel about my brand. I know I have something special here, and I’m doing everything I can to keep it going—working smarter, not harder, and finding my footing in Charlotte.
It hasn’t always been easy. I’ve sat in rooms and heard people doubt what we were doing, but often, there wasn’t much support offered. Still, I’m betting on Beyond Amazing Donuts because, to toot my own horn, I truly believe we make the best donuts in Charlotte. Beyond that, my team—especially Kristen Payne, who has been with me since day one—and I have become a real force and a positive contributor to the small business community here. None of this would have been possible without the support of our community.
I’m betting on Beyond Amazing Donuts, and I hope others are rooting for us and placing their bets on us too.
Contact Info:
- Website: https://Beyondamazingdonuts.shop
- Instagram: @b.a.donuts.clt @confectionsofamartian
Image Credits
Cordel Garrett
Jonathan Cooper
