Rising Stars: Meet Toni Wright

Today we’d like to introduce you to Toni Wright.  

Toni, we appreciate you taking the time to share your story with us today. Where does your story begin?
Well I grew up in the kitchen with my mom and grandmother. I’ve always loved baking things for people as a way to show appreciation, celebrate something, or just because. I never thought that I would someday be a bakery owner though. That was never even on my radar. Since I was a teenager, I would bake cookies for the holidays to give as gifts, then as a mom, I baked a lot with and for my kids. I was a stay-at-home mom when my kids were little so I started taking orders for baked goods (mostly decorated cookies and cupcakes) as a way to contribute to the family. Just by word of mouth, it quickly grew to the point where I needed to expand out of my own kitchen and dining room. We found a small basement space for rent right on the square in downtown Lenoir and decided to give it a try! We got the keys in November of 2019 and started cleaning and remodeling, then Covid hit just a few months later. We were finally able to open in June of 2020. I was really nervous to start my own business, especially in the middle of a pandemic, but in just a few short months we were voted Caldwell County’s best bakery for 2020. Then again in 2021 AND 2022! My most popular items are french macarons, browned butter chocolate chip cookies, cinnamon rolls, cream horns, fudge, brownies and iced cookies. The best part has really been the people. I’ve had the opportunity to get to know so many wonderful members of our community and fellow downtown business owners. It’s just like a big family.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
I have definitely learned that not much is easy or smooth about running your own small business. We’ve hit some snags with Covid, increased supply costs and we even had some flooding when a pipe burst right after Christmas last year. That was a doozy. But with every challenge you learn, adapt and grow stronger. It’s in those moments when people come to your rescue, lift you up and show you that “you’ve got this.” Our community and my family have been what keeps me going, grounded and grateful.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Since the bakery is so small (600 square feet), we are only open Fridays and Saturdays. Monday through Thursday we are doing all the prep work, then I come in super early on Friday to get everything baked up and ready to open by 12:00 pm. I have to get everything that I can ready ahead of time to make it all come together at once. My sister-in-law helps me one day a week prepping cookie doughs and I have both my kids on the payroll too. It’s nice to keep it all in the family.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
What I have experienced is that people are drawn to the old-school comfort foods that they remember from their childhood. Not many people do their own baking anymore and they miss the old school, from-scratch recipes that their moms or grandmothers made. I mean, anybody can go buy a roll of cookie dough, or a box cake from the grocery store, but there’s something about pulling all those ingredients together and baking something with love that makes it so much better. I think within the industry we’re going to see a “circling back” to the good old days. I hope so at least.

Contact Info:

• Website: www.theflourshoppelenoir.com
• Instagram: @theflourshoppelenoir
• Facebook: @theflourshoppelenoir