Meet Jayne Jones | No Sugar Baker, Founder

We had the good fortune of connecting with Jayne Jones and we’ve shared our conversation below.

Hi Jayne, what was your thought process behind starting your own business?
Five years ago, my world completely changed. I went from being a busy lawyer/professional to waking up one morning completely unable to see for three weeks. My body had been warning me, but like so many of us, I ignored the signs—until I couldn’t anymore. I was diagnosed with severe, uncontrolled Type 2 diabetes, and the doctors told me my lifestyle had to change immediately. I cut out sugar cold turkey, and within days, my vision returned. But there was one problem: I loved to bake, and there were no sugar-free treats that actually tasted good.

That’s when No Sugar Baker was born. What started as a simple blog to share my journey turned into a national movement. The blog took off, leading to media interviews, two bestselling cookbooks, and even a launch on QVC. But life threw me another curveball. I became deathly ill, going into sepsis shock, needing CPR to survive. That experience only reinforced my mission—to make sure no one else had to go through what I did just because of limited options.

Now, No Sugar Baker isn’t just a brand; it’s a revolution in sugar-free living. We’ve changed the game, proving that you don’t have to sacrifice taste to live a healthier life. And we’re just getting started.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
No Sugar Baker is more than just a brand—it’s a movement. Five years ago, my world turned upside down when I was inches away from having a stroke, losing my eyesight for 3 long weeks and was diagnosed with severe diabetes. At the time, there were no sugar-free options that tasted like the treats I loved, so I got to work in my kitchen. What started as a personal mission to regain my health turned into a national brand that proves you don’t have to give up joy to live sugar-free.

What sets No Sugar Baker apart? Taste. We’re not making bland, boring “diet” food. Our fresh-baked goodies are rich, flavorful, and so delicious that even people who aren’t sugar-free are obsessed. From our OMG Cinnamon Rolls to our Mic Drop Chocolate Pecan Pie, we’re redefining what sugar-free can be. My favorite is The Showstopper, a white chocolate raspberry Bundt cake!

This was never ever intended as a business. Far from it. It was a blog, a glimpse into what daily life was like and healthy sugar free recipes that weren’t made with funky ingredients. I’m most proud of how far we’ve come—from starting a blog, writing two bestselling cookbooks, launching on QVC, and now near having our products in major grocery stores. But getting here wasn’t easy. I faced countless skeptics, a near-death experience with sepsis, and the challenge of creating bakery-quality treats without sugar. But I refused to give up. Every challenge fueled me to work harder, proving that resilience and determination can turn adversity into success.

The biggest lesson I’ve learned? Passion and grit will take you farther than anything else. You have to believe in what you’re doing, even when no one else does. Surround yourself with people who lift you up, whether it’s family, mentors, or your community. And never be afraid to take risks—because the greatest rewards come from the biggest leaps of faith.

At the end of the day, No Sugar Baker isn’t just about sugar-free baking—it’s about showing the world that health, happiness, and indulgence can go hand in hand. We’re here to change the game, one sweet (but sugar-free!) bite at a time

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting and we were going to make the most of it, here’s how we’d do it in true No Sugar Baker style!

Day 1: We’d kick things off with a sugar-free latte (because, obviously) at one of the city’s cute cafés, then stroll through Piedmont Park to soak up some fresh air. For lunch, we’d find a great Southern spot—preferably one that won’t look at me sideways when I ask for a meal without sugar! In the afternoon, we’d hit the High Museum of Art to add a little culture, followed by a fabulous dinner at a steakhouse, because you can never go wrong with a perfectly cooked steak.

Day 2: Time to get outside! A road trip up to the North Georgia mountains would be in order. We’d explore some cute mountain towns, grab fresh produce at a local market, and take in the scenery. No trip would be complete without a great farm-to-table dinner spot before heading back.

Day 3: We’d dive into Atlanta’s history, stopping at the Martin Luther King Jr. National Historic Site and maybe even the World of Coca-Cola (purely for the nostalgia factor—no sugar for me, thanks!). For dinner, we’d find a hidden gem with amazing seafood —got to eat Omega!

Day 4: Shopping and exploring! Ponce City Market would be on the list, with a stop at some of the cool boutiques around town. We’d cap the night with live music—because a little jazz or blues makes everything better.

Day 5: We’d take it easy with a slow morning at a charming brunch spot, then wrap up with something fun—maybe a tour of the Atlanta Botanical Garden or even catching a Braves game if we’re feeling sporty. And of course, dessert would have to be one of my own No Sugar Baker treats (because good luck finding a better sugar-free option in town!).

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
First and foremost, my husband. From the moment my health took a turn five years ago, he has been my rock—whether it was helping me navigate life without sight, cheering me on as I reinvented my lifestyle, or taste-testing every single No Sugar Baker creation (he’ll tell you he has the best job!).

I also have to give a huge shoutout to my parents. We’ve always been a team of three, and their unwavering love, strength, and encouragement have shaped who I am today. Through every challenge and every triumph, they have stood beside me, lifting me up and pushing me forward.

I wouldn’t be here without the incredible ER and ICU physicians who saved my life when I went into sepsis shock. Without their expertise, quick action, and care, I wouldn’t have had the chance to keep building this dream. They gave me a second chance, and I don’t take that lightly.

The No Sugar Baker community has also been a huge part of this story. What started as a simple blog turned into a movement because of the people who believed in me, shared their own health journeys, and proved that living sugar-free doesn’t mean giving up on joy. Their stories and support fuel me every day.

On the business side, I’ve been fortunate to have amazing mentors in the food industry who took a chance on me—especially the team of QVC, who helped bring No Sugar Baker to a national audience. Huge shoutout to the brilliant team of brainiacs at Albertsons! Their vision, innovation, and belief in No Sugar Baker helped bring our fresh-baked, sugar-free goodies to even more people. Their support has been a game-changer, and I’m incredibly grateful for their partnership.

And finally, I can’t forget my circle—the people who make life richer, brighter, and full of joy. To my incredible friends with special needs, who bring endless light into my days and remind me to live fully in the present—you are my daily inspiration. To the rural hardworking community that shaped me, instilling in me the grit and determination to turn life’s greatest challenges into my biggest opportunities, I carry those lessons with me always. And to my BFFs—the ones who know the magic of pink high heels and bold red lipstick—you are my fiercest cheerleaders, my partners in fun, and my forever mentors. Your love, laughter, and unwavering support mean the world to me.

Success is never a solo act, and I’m grateful for every person—family, doctors, supporters, and mentors—who have been part of this wild, sugar-free adventure!

Website: https://www.nosugarbaker.com

Instagram: NoSugarBaker1

Facebook: No Sugar Baker

Image Credits
NA I own all photos.