*Image Source: Cloudy Donuts Website and Social Media
For Zewiditu Jewel, Cloudy Donut Co. was never just about donuts. It was about walking into rooms, and neighborhoods, that weren’t built with Black ownership in mind, and staying. Jewel left a 14-year teaching career in 2019 to help co-found the brand with Derrick Faulcon, and along the way coined a term for what they were doing: “reverse gentrification,” the practice of bringing Black-owned businesses into affluent, historically white neighborhoods for visibility and representation.
Fast forward to today, that philosophy has since become the brand’s identity. Remarkably, Cloudy Donut Co. built a name for itself as the first Black-owned food business in Brooklyn Heights, then as a favorite of stars like Serena Williams, A$AP Rocky, and Ed Sheeran. But this summer, the brand’s Black-pride mission met one of its biggest moments yet: a nod from JAY-Z himself, at a celebration built around his own legacy.
Meet the Couple Behind the Cloud
Cloudy Donut Co. was founded in 2020 by Derrick Faulcon in his hometown of Baltimore, with Jewel joining soon after. Together, the pair built something bigger than a donut shop. They shared a mission to bring Black-owned businesses into spaces where they’re rarely seen. While serving up donuts that just happen to be 100% vegan, of course. Jewel, a fourth-generation Washingtonian, has spoken about coining the brand’s “reverse gentrification” philosophy after watching gentrification reshape her own hometown. The idea of bringing Black ownership into affluent neighborhoods where it’s historically been absent, rather than the other way around. Talk about shaking it up, and all for the culture, all for Black pride.
Today, many love and celebrate the brand for a rotating menu of more than 40 flavors, each one styled and shot for maximum Instagram appeal. It’s the kind of donut that looks as good in your feed as it tastes.
From Baltimore to Brooklyn Heights
After opening two locations in Baltimore, Faulcon and Jewel took the brand to Brooklyn Heights, where Cloudy Donut Co. made history as the neighborhood’s first Black-owned food business. Surprisingly, the shop quickly turned into a viral hotspot, with lines out the door and a growing list of famous fans, including Serena Williams, A$AP Rocky, Ed Sheeran, and Addison Rae.
Then JAY-Z Showed Up
This past June, Cloudy Donut Co. leveled up in a major way. Roc Nation selected the brand as one of only two food partners for JAY-Z30, the citywide New York celebration marking the 30th anniversary of JAY-Z’s debut album, Reasonable Doubt. Cloudy Donut Co. served up complimentary donuts on opening day and JAY-Z himself showed up to enjoy them in person.
The moment instantly went viral, adding JAY-Z to the brand’s growing roster of celebrity fans and cementing Cloudy Donut Co. as more than just a local favorite.
What’s Next
Faulcon and Jewel aren’t slowing down. The brand is currently on a national tour, bringing its preorder pop-ups to new cities and using each stop to spotlight Black entrepreneurship and showcase Black pride. Wherever Cloudy Donut Co. lands next, expect long lines, sold-out flavors, and plenty of Instagram-worthy donuts.
Atlanta Pop-up Information
All donuts for the Atlanta pop-up are preorder only, $10.75 each. Place your preorder now by calling 347.463.9628.
Available August 8 & August 9:
- Orange Saffron Cake
- Lemon Blueberry Poundcake
- Sweet Potato Cake
- Basil Olive Oil Cake
- Pineapple Upside Cake
- Jalapeño Peach Cake
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