Julie Moreno of Arcadia on Life, Lessons & Legacy

Julie Moreno shared their story and experiences with us recently and you can find our conversation below.

Julie, 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 are you being called to do now, that you may have been afraid of before?
I’ve owned Jewel’s Bakery & Café since 2011, whenmy gluten-free journey began in my home kitchen. When my daughter, Sophia, developed gluten and other food intolerances, I set out to recreate our favorite comfort foods—safe, delicious, and entirely gluten-free. Fourteen years later, customers travel from far and wide to dine with us, often leaving with the same question: When will Jewel’s open in my city?

For a long time, expansion felt daunting. Managing one busy restaurant was a full-time job, and I also wanted to protect my family time. But Jewel’s continued to thrive—earning a spot in the “Top 100 Essential Restaurants” two years in a row, along with many other accolades. We’ve enjoyed consistent double-digit growth for over five years, and with a talented General Manager now running daily operations, I’m ready to take the next step.

Through our new franchise brand, Whisk & Mingle, my mission is to bring safe, dedicated gluten-free comfort food and decadent desserts to communities everywhere. I’ve seen other dedicated gluten-free restaurants struggle or close, but Jewel’s has proven that with the right approach, a gluten-free brunch spot can be both wildly popular and financially successful. Our guests can’t tell the food is gluten-free—and they bring friends, family, and even host large celebrations with us.

Now, I’m excited to share my 14 years of experience so others can run a thriving, beloved restaurant that just happens to be gluten-free. Every city deserves a place like Jewel’s.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Julie Moreno, owner of Jewel’s Bakery & Café and the Whisk & Mingle Franchise. From the moment I was tall enough to see over the kitchen counter, I was baking and cooking. Exploring foods from around the world has always been my passion. Constantly experimenting, I taught myself to create a wide variety of dishes and pastries inspired by many different cultures.

When I discovered my daughter could not have gluten, I began a new journey—one that challenged me to recreate beloved recipes entirely gluten-free, without sacrificing flavor or quality. What started as a personal mission grew beyond anything I could have imagined. Today, Jewel’s is not only a thriving business but also a cherished part of our community.

Great, so let’s dive into your journey a bit more. Who were you before the world told you who you had to be?
I’ve always loved being in the kitchen—but I also loved to teach. When planning my future, I decided to earn a degree in elementary education, thinking it would be a rewarding career and flexible enough for raising a family.

After Sophia was born, I took what I thought would be a one-year break from teaching. I never went back. When she began showing signs of gluten intolerance, my path shifted completely. Fourteen years ago, gluten-free options were limited, overpriced, and, frankly, disappointing. I made it my mission to change that—creating gluten-free food that’s every bit as delicious as its traditional counterparts.

What began as a personal quest for my daughter has grown into something far bigger, impacting our local community and beyond, and forever changing the gluten-free dining scene.

Was there ever a time you almost gave up?
Running a restaurant is a full-time commitment. When my father fell ill, I had to step away from the café to manage and close his businesses. Around the same time, my Godfather—who had no children and had lost his husband—was diagnosed with stage 4 cancer. He called me his “Cancer Buddy,” and I became his primary caregiver while also caring for my father and managing my dad’s affairs.

During my absence, I entrusted someone to run Jewel’s. Unfortunately, that trust was badly misplaced. They drained the business bank account, charged personal expenses—including rent, utilities, Amazon orders, and even furniture—to the café, and left the business in disarray. My staff told me they were ready to quit if I didn’t return.

When my father and godfather passed away, I came back to find the café barely able to make payroll. We seriously considered closing our doors. But so many people in our community depended on us, and I wasn’t ready to give up. I rolled up my sleeves, worked tirelessly, and rebuilt Jewel’s into something even stronger.

We’ve been thriving ever since. It’s devastating to be betrayed by someone you trusted completely—especially when they try to rewrite the truth to protect themselves—but that chapter only strengthened my resolve. Jewel’s stands today as a testament to resilience, hard work, and the power of community support.

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?
What you see is truly what you get. I’m in the public eye quite a bit, but I’m the same person at home as I am in the café. My husband and I have five kids living with us, and we cherish having them at home for as long as we can. My kitchen manager is also the proud dad of my adorable grandbaby, so even at work, it feels like family.

We’re deeply rooted in this community and give back wherever we can. Last September, our community gave us the most precious gift imaginable—a life-saving kidney for my 12-year-old son. We will always be grateful, and we’ll continue to stay active in the community as our way of showing appreciation.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
Over the next few years, we plan to expand the Whisk & Mingle franchise nationwide—and potentially worldwide. Guests constantly tell us there’s nothing else like it, and they want one in their own city.

In addition to franchising, I’m developing a full line of gluten-free flours, baking mixes, and take-and-bake doughs, with the goal of placing them in grocery stores and other outlets across the country. When this vision becomes a reality, it will not only create a lasting legacy but also transform the gluten-free experience for people everywhere.

Contact Info:

• Website: https://JewelsBakeryandCafe.com
• Instagram: https://www.instagram.com/jewelsgfcafe/
• Linkedin: Julie Moreno
• Facebook: https://www.facebook.com/Jewelsgfcafe
• Yelp: https://www.yelp.com/biz/jewels-bakery-and-cafe-phoenix-4