Tara Coley shared their story and experiences with us recently and you can find our conversation below.
Tara, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do you think is misunderstood about your business?
I think one of the biggest misconceptions about my business is how much work, science, and creativity go into making vegan pastries—not just ones that look great, but that also taste amazing. There’s still a belief out there that vegan pastries can’t be as good, and I’ve even had people walk away simply because they can’t imagine a great pastry without cow’s milk, butter, or eggs
Can you briefly introduce yourself and share what makes you or your brand unique?
Bright & Early Vegan Bakery is a locally owned, women-led artisan bakery specializing in small-batch, handcrafted vegan pastries. We take pride in using only the freshest seasonal ingredients, sourced from local farmers whenever possible. Our menu features inclusive options—nut-free and gluten-free—to ensure there’s something for everyone to enjoy.
We are currently working on our expansion in the Durham area and have been popping up in Downtown Durham outside of the Queenys window from 9-1130am every 2nd and 4th Sunday of the month!
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who saw you clearly before you could see yourself?
I’m forever grateful to my lifelong sister and friend Lydia, and to Jie, for always believing in my ability to open a bakery and make it a success. A special thank you to Jie’s sister as well—she was the very first person to give me a chance by letting me host a pop-up outside her mochi donut and yogurt shop. That moment meant everything.
Was there ever a time you almost gave up?
When I first moved to North Carolina, I applied to several farmers markets but was turned down—either because they were already full or didn’t see the value in having a vegan bakery. It was a discouraging time, and I honestly felt like giving up. I felt like I had to constantly convince people that what I was offering did matter, even if they couldn’t see it yet.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
Yes!! I’m 100% my authentic self. What you see in my Instagram videos or on TikTok is exactly who I am in real life—happy, expressive, and deeply grateful. I truly enjoy spending quality time and giving back to my community whenever I can.
Okay, so let’s keep going with one more question that means a lot to us: If you retired tomorrow, what would your customers miss most?
People always say they’d miss the focaccia, any of our croissants and most of all, the joyful, welcoming vibe they feel when they visit our booth. We always bring our best energy and aim to make sure every customer leaves not just with a delicious pastry, but with a smile and a little extra happiness in their day.
Contact Info:
- Website: https://thebebakery.com
- Instagram: https://www.instagram.com/bebakery.llc/
- Other: Tiktok – bebakeryllc
