Interview: Grace Ostan

Founder of goods & glee // based in: Huntersville, NC

I had the greatest pleasure of asking the founder of goods & glee, Grace Ostan, some questions about her growth journey and brand. 😊 Here’s the unabridged version!

#1: How do you come up with your menu? Are you planning to branch out into breads, cakes, etc.?

Grace: My menu is inspired by both necessity and passion. Living with celiac disease (a gluten allergy) means I understand firsthand how hard it can be to find food that's both safe and delicious. Every time I create a new menu, I start with the question: What do I wish existed when I was looking for something I could actually enjoy without worry?

I dream up treats I could eat safely and then I focus on whole, plant-based ingredients and work hard to ensure everything is not only 100% gluten-free and vegan, but are also created with care and flavor in mind. The recipes go through a lot of testing because I want them to be inclusive without ever feeling like a compromise.

As for branching out—yes! I'm definitely working on expanding into breads, cakes, and other baked goods. I know those are some of the hardest things to find when you have dietary restrictions, and I want to create options that are safe, satisfying, and genuinely enjoyable for everyone—whether they eat gluten-free/vegan or not.

#2. What have you learned so far with the journey of opening and running a small business? Any tips & tricks for new business owners?

Grace: This journey has taught me a lot—and not just about business, but about resilience, creativity, and community. One of the biggest lessons I’ve learned is to stay true to your “why”. For me, that’s making safe, delicious food for people who often feel left out or have to second-guess every bite. That purpose keeps me grounded.

Here are a few tips I’d share with anyone starting out:

1. Start small and stay consistent. You don’t need to launch everything at once. Focus on a few great products and build from there.

2. Any business you start is an investment. To make money you have to invest money. Your business will require consistently investing back into the business.

3. Listen to your customers. Their feedback is gold- it helps you improve and reminds you why you started.

4. Don’t compare your journey to others. Every business grows at its own pace. What matters is progress, not perfection.

5. Protect your energy. Especially as a solo entrepreneur, burnout is real. Take care of your health- especially if, like me, it’s part of your story.

6. Celebrate the wins—even the small ones. They add up and keep the momentum going. Don’t forget to treat yourself along the way—you’ve earned it.

Overall, I’ve learned to roll with the punches, trust my gut (and my recipes 😊), and celebrate every tiny win like it’s a big party. If running a cottage bakery is a dream, I believe in you and I know you can do it.

#3. What are your long term goals with goods & glee? Would you ever be at markets or open a storefront?

Grace: Big dreams here! Markets? Yes—I can’t wait to meet you all face-to-face! As for a storefront, likely not, but never say never! I love keeping goods & glee small and cozy—a cottage business where every treat gets that personal touch. I am all about quality over quantity and making sure every bite feels like it’s made just for you. Right now I am enjoying sharing the joy without the hustle of big expansions. Long-term, I want goods & glee to be more than just a brand—I want it to be a trusted space for people who need truly gluten-free, vegan options without compromise. As someone living with celiac disease, I know how hard it is to find safe food that also feels joyful and indulgent. That’s the heart of everything I create.

#4. Have you always wanted to be a baker?

Grace: I have always loved baking, it has always been my happy place. Everything changed when I was diagnosed with celiac disease. Suddenly, I had to relearn everything to make food that was not only safe for me, but still tasted just as good as what I grew up loving. That’s how goods & glee came to life—proof that a little kitchen magic can go a long way. Turning that love into goods & glee has been such a rewarding journey—combining passion with purpose feels pretty amazing!

#5. Is there anything people wouldn't know about goods and glee if they didn't ask?

Grace: goods & glee offers custom orders (available on request), pop-up events 1-2 times a month, holiday specials and seasonal treats, gift cards—perfect for any occasion, a website for easy pre-orders, and an area on the website to sign up for text notifications to stay tuned for upcoming events and offerings. Pick-up of your pre-order is available at the goods & glee roadside stand, located in Huntersville, NC. Address and information are sent after you place the pre-order!

While it may look like it’s all about baked goods, goods & glee is really about building a community. I’m passionate about educating people on living well with food restrictions and showing that gluten-free, vegan food can be joyful and decadent—not just “safe”. No boring bites here! Baking has become both a creative outlet and a way to connect with others who often feel overlooked in the food world. That’s what keeps me going. goods & glee is much more than just treats; it's a mission to bring comfort, joy, and peace of mind to every bite.

#6. Are there any details around ingredients sourcing, your process, etc. that makes goods & glee stand out that you'd like people to know?

Grace: At goods & glee, ingredient quality and safety are non-negotiable. I bake in a 100% dedicated gluten-free kitchen. That means every surface I bake on, the oven, the bakeware etc. has not had cross contact or cross contamination with gluten. My focus is on whole, natural ingredients. My process is all about care and precision. I avoid any fillers or artificial additives, so what you get is pure, clean goodness.

I test recipes thoroughly to ensure the best texture and flavor, without ever compromising safety. Every batch is made with love and attention to detail, because I know how important it is for people with dietary restrictions to trust what they’re eating. It’s that personal connection—combined with a passion for delicious, wholesome food—that makes goods & glee stand out.

#7. What is your most underrated item (that you wish more people would try)?

Grace: Honestly, it’s the chocolate silk pie! It’s silky, rich, and totally dreamy. It might fly under the radar, but it's packed with flavor and so comforting—the kind of treat that surprises you in the best way. It perfectly shows how delicious vegan and gluten-free can be without any fuss. Also, chocolate lovers will not be disappointed! Trust me, it’s the secret treat you didn’t know you needed!

#8. What is your personal favorite dessert to make and eat?

Grace: My personal favorite has to be the gingerbread cheesecake: it’s creamy, rich, and totally binge-worthy. It feels like a little slice of comfort every time. Making it is pure fun, and eating it? Well, let’s just say sneaking extra bites is my specialty. My goal is to bring more joy (and peace of mind) to people’s plates, one bite at a time.

---

& if you haven’t already, check out the full post on goods & glee, and try some of her baked goods 😋