James Moore

Dade City, Florida

Sweet Luminous Bakery
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For Florida native and owner of Sweet Luminous Bakery, James Moore, starting his own bakery business was a culmination of years in the industry and a desire to use his skills to bring something special to market. Moore shared the story behind his entrepreneurial journey – a story that emphasizes the importance of hard work and never giving up on a dream, despite unfortunate circumstances.

“My first job in the hospitality industry was with Saddlebrook Resort in Wesley Chapel,” Moore said. “I worked as a banquet set up attendant. I spent a total of about four and a half years with Saddlebrook and eventually became a night supervisor. After Saddlebrook, I worked at Lake Jovita Golf Course before attempting to join the Navy. Unfortunately, without going into a lot of detail, something happened that derailed my plans to join the military.”

Moore continued, “I moved to West Palm Beach and continued to work various jobs in the hospitality and catering industries. After spending some time in a county jail, because of what happened earlier in the year, I came back to Pasco County, earned by AA degree at Pasco Hernando State College and spent the next four and a half years working two jobs. I worked for a catering company called Puff ‘n Stuff during in the mornings and IHOP from 4pm until they closed. I then worked for the juvenile detention center as a chef and was able to finish my culinary degree through a program they had for state employees. I had a great job lined up to work at a resort in Wyoming, but then the pandemic hit and I was suddenly unemployed.”

Despite the unexpected adversity, Moore stayed focused on his long-term goal. He saved as much of his unemployment compensation as possible and started making his own sweet treats on the side. By the first week of September 2020, Moore officially launched Sweet Luminous Bakery and secured a commissary kitchen to operate out of. By mid-October, he landed his first customer – The Farmhouse Market & Café in Dade City.

“They were looking for a Keto Chef,” he said. “I stock their shelves with my Keto products, including almond flour bread, peanut butter chocolate bites, stuffed cinnamon rolls and chocolate chip cookies.”

Moore shared that, in addition to supplying his baked goods to The Farmhouse Market & Café, he also delivers his products to consumers. His future goals include selling directly from his website and eventually having a brick-and-mortar bakery.

Moore, who truly loves baking and creating new products, offers great advice for aspiring entrepreneurs. “Always continue to move forward,” he said. “And remember that small steps lead to big steps. Have patience.”

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