Today we’d like to introduce you to Jessica Payne.
Jessica, we appreciate you taking the time to share your story with us today. Where does your story begin?
I was raised in a big, close-knit family where there was always something going on — cooking, cleaning, yard work, or some kind of gathering. On my mother’s side especially, the women made sure everyone had a role, and I naturally gravitated toward the kitchen. I fell in love with food early on — I still remember begging my mom over the phone to let me bake a Betty Crocker cake while she was at work. I was nine, determined, and probably a little too confident for my age.
That determination carried through the rest of my life. I got my first job as a hostess the week I turned sixteen and stayed in the restaurant industry for the next thirty years, working my way up to area manager. The restaurant world shaped my work ethic, creativity, and love for people.
Like many, Covid changed my perspective, and a few personal moments in 2024 gave me the nudge I needed to finally bet on myself. I had already formed my LLC in 2023, but it wasn’t until January 2024 that I really brought it to life. I started baking for The Woodlands Farmers Market on Saturdays and quickly found a community that supported me wholeheartedly. By May, I took a leap of faith, left my 9-to-5, and haven’t looked back since.
Today, I’m proud to bake full-time, continue at The Woodlands Farmers Market every Saturday, and share my sweet treats through two boutique spaces at Painted Tree. It’s been such a fulfilling journey — one that reminds me daily how much joy a simple homemade treat can bring.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road — but I don’t think any path worth taking ever is. Starting a business from scratch, especially one built around something as personal as baking, comes with a lot of trial and error. There were moments of doubt, long nights, and plenty of “what did I just do?” thoughts mixed in with all the excitement.
I had to learn how to balance creativity with structure — baking what I love versus what sells, managing production while still keeping that handmade touch, and trusting that growth takes time. There were also the emotional parts of walking away from a 30-year career that had defined so much of who I was. That wasn’t easy, but it was necessary.
What’s carried me through is remembering why I started — the joy of connecting with people through something as simple and comforting as a slice of cake or a loaf of bread. Every challenge has taught me something valuable, and looking back, I wouldn’t change a thing. It’s all part of the recipe that got me here.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m the owner and baker behind C B J — formerly Cakes by Jess. The rebrand felt like a natural step forward as my business and style evolved. It represents a more refined, intentional version of what I’ve been building — still full of heart, but with a cleaner, more elevated feel that reflects who I am today both as a person and a baker.
I specialize in small-batch, made-from-scratch baked goods that bring a sense of nostalgia and comfort. My menu features things like my signature oatmeal pies, tender slices of cake, and artisan sourdough — all crafted with care, real ingredients, and a genuine love for sharing good food.
What I’m most proud of is how C B J has grown one bake, one market, and one customer at a time — and that I haven’t done it alone. My husband, Eric, and our children, Bailey, Jackson, and our new son-in-law Matthew, have been my biggest supporters through every long night, early morning, and new idea I’ve chased. Their encouragement and patience have meant everything.
What sets C B J apart is authenticity. I never want my bakes to feel mass-produced or impersonal. Everything I make is thoughtful, intentional, and meant to bring a little sweetness and joy to someone’s day.
What were you like growing up?
Growing up, I was organized, serious about the rules, and probably a little bossy — I’ll admit it. I liked things done a certain way and wasn’t shy about saying so. I think a lot of that came from being a bit insecure and wanting to feel in control of something. But because of that, I was often the one people put in charge — whether it was a group project, an event, or helping organize something at home.
Looking back, that structure and determination shaped a lot of who I am today. It taught me responsibility, accountability, and how to lead — even before I really understood what leadership meant. Over time, I learned to soften the edges, to balance confidence with empathy, and to use that natural drive in a way that brings out the best in others.
Those early traits that might’ve made me “a little much” as a kid ended up being the foundation for my career in management and, eventually, for building C B J. It’s funny how time has a way of refining us.
Contact Info:
- Website: https://www.cakesbyjess.com/
- Instagram: https://www.instagram.com/cakesbyjesshouston?igsh=Z2RiZzZvaHRramVn&utm_source=qr
- Facebook: https://www.facebook.com/share/1R3n7UPtn7/?mibextid=wwXIfr
Image Credits
Kim Page and Bailey Tamburello
