Meet Sussa Goins | Baker/ Founder

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

Hi Sussa, we’d love to hear more about how you thought about starting your own business?
It really began with my family’s health. Over time, I learned just how deeply connected our well-being is to what we eat. My son Noah has eczema, and I wanted to support his healing through nourishing, clean food. That’s what led me to start baking at home, especially gluten-free bread, using ingredients I could trust and feel good about.

In the spring of 2020, I started offering the bread to others. By June alone, I had sold 100 loaves. That was the moment I realized: this wasn’t just something my family needed, so many others were looking for real, allergen-friendly baked goods made with intention. That quiet little idea turned into a movement.

From there, I followed the flow. After bread came cookies, then cakes, cupcakes, pies and soon, Eleven Eleven Wellness Bakery was born. It’s been guided by love, led by community, and rooted in the belief that everyone deserves to feel good about what they eat.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Eleven Eleven Wellness Bakery is more than a bakery it’s a mission. Every loaf, cookie, cake, or pie we create is 100% gluten-free and paleo friendly, made with clean, wholesome ingredients. What sets us apart is that we’re not just filling a dietary gap, we’re creating food that feels good, tastes amazing, and supports wellness. People often come to us expecting “just safe” and walk away surprised at how delicious and indulgent gluten-free can be. That joy never gets old.

What I’m most proud of is how personal this work is. It began with my own family’s health journey, and it’s grown into something that serves a much larger community. Knowing that our products allow someone to celebrate a birthday with a cake they can actually enjoy, or to sit at the table with bread they feel good about sharing, it means everything.

The journey hasn’t been easy. Starting during the pandemic, learning how to scale without sacrificing quality, and wearing every hat from baker to bookkeeper to marketer, each stage has come with its own challenges. What got me through was staying anchored in my why and being willing to grow slowly and intentionally rather than compromise on our values.

Along the way, I’ve learned that community is everything. Listening to our customers, connecting with other small businesses, and leaning on support when I need it have all shaped this journey. I’ve also learned that “slow growth” can be a gift, it gives you time to stay rooted, to learn, and to build something sustainable.

What I want the world to know about Eleven Eleven is simple: we’re here to bring joy back to the table for people who are usually left out. We believe food should be clean, nourishing, and delicious and that no one should have to settle for less.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting Charlotte and the surrounding area for a week, here’s what we’d do…

I’d want them to experience the mix of local flavor, outdoor adventure, and Carolina charm that makes this area so special.

Saturday morning would start at Matthews Farmers Market (where we are every other week) one of my favorite places to connect with local growers and makers. It really captures the heart of the community, fresh produce, artisan goods, and friendly faces everywhere.

For lunch, we’d head into South End, where there’s an incredible mix of local restaurants and breweries. It’s the perfect spot to walk around, sample great food, and soak in the neighborhood’s energy.

One afternoon, we’d visit The Green in Uptown Charlotte, a whimsical little pocket park full of art, color, and charm. It’s a hidden gem in the middle of the city.

For a taste of nature and relaxation, we’d plan a day trip to Shelton Vineyards. The drive is beautiful, and once you arrive, it’s the perfect place to enjoy the scenery, sip wine, and just breathe.

For adventure, we’d spend a day at the U.S. National Whitewater Center. Between rafting, zip-lining, hiking trails, and live music, it’s one of the most exciting spots around Charlotte and such a fun way to spend a day.

And for a perfect evening, we’d wrap it up with dinner at a rooftop restaurant overlooking the city skyline. Watching the sunset and the lights come alive over Charlotte while enjoying a great meal feels like the best way to celebrate the week.

To me, that combination, good food, local culture, time outdoors, and a view of the city is the best of what North Carolina has to offer.

Who else deserves some credit and recognition?
My family, without question. My son is the reason this all began, his health challenges inspired me to start baking with more intention. And my husband has truly been my rock. He believed in this from the very beginning, even when it was just me baking bread at home and figuring it out as I went. His constant support,emotionally, practically, and spiritually, has meant everything.

I also have to recognize my nephew and my sister, they have been an incredible help behind the scenes. From operations, administration, marketing, strategic planning to creative direction, they have poured so much heart into helping bring the vision of Eleven Eleven to life.

And finally, our customers. They’ve become part of this journey in such a real way, sharing their stories, encouraging us, and spreading the word. Their loyalty and trust keep us going. This business was built on community, and I’m forever grateful for it.

Website: https://11elevenbakery.com

Instagram: @11elevenbakery

Linkedin: Eleven Eleven Wellness Bakery

Facebook: @11elevenbakery

Image Credits
My personal Pic we took picture in house.
The bread pictures are from Brecklyn Simmons

The cupcakes you muffins are from KB MEDIA

The picture of the baby is from a customer and we have permission to use it