Alejandra Luaces
Hell Yeah Gluten Free | Atlanta
april 2023
Alejandra Luaces has done it all—from zookeeping school to software engineering—but ultimately, it was baking that stuck with her. Working as a software engineer in Chicago, she cooked casually at home, often hosting laid-back dinner parties for her friends. In 2017, Luaces moved to Atlanta to work at MailChimp. During her spare time, she developed an interest in baking, and began dedicating more time to honing her craft, bringing her creations into work to share with her coworkers. As a gluten-intolerant baker, Luaces started to experiment with gluten-free baking. She saw how Atlanta bakeries were lacking gluten-free options, and realized she could fill that gap. In 2018, she quit her job and began baking from home for a rapidly growing client list while popping up with her baked goods around the city.
In 2019, Luaces launched Hell Yeah Gluten Free where she serves everything from desserts to pastries to breakfast sandwiches. Luaces has made sure that Hell Yeah Gluten Free offers “safe” food options for her clients—she includes vegan, nut-free, and dairy-free options on the menu. With two new retail locations opening this year, a newly acquired commissary kitchen, and plans to ship her goods nationally, Luaces is continuing to bring visually engaging baked goods to the table, while making sure that those with dietary restrictions never feel like they can’t indulge in a sweet treat (or two).
