Today we’d like to introduce you to Joann Edmonds.
Hi Joann, thanks for joining us today. We’d love for you to start by introducing yourself.
I’m JoAnn Marie Edmonds, born in Norfolk,Va but raised in Opelousas,La a Baton Rouge–based culinary professional who turned life’s challenges into delicious opportunities. I fell in love with food from childhood watching my mother cook all our food from scratch. I took cooking seriously in 2011, when I was a young mother of four, determined to create a better future for my kids. My first culinary job was Shucks on the Levee, and in 2011 I launched Cravings By JoAnn, named to honor my daughter Chrissy. When the name was already taken, I asked my social media community for input and we settled on Cravings By JoAnn to reflect my cake art. In 2013, I became kitchen manager and sous chef at The Rum House, where my love for cooking deepened. A mentor and friend, Chef Janel Rucker, encouraged me to pursue formal culinary training, and I earned both savory and pastry degrees. I’ve since balanced running my business with roles supporting local restaurants, including a stint as kitchen manager at Portobello’s on Jefferson Highway from there I join the team at Ruffins Entertainment group. Today I fuse entrepreneurship with culinary excellence, mentoring aspiring cooks and crafting memorable experiences through Cravings By JoAnn.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Yes and no. The road has had its share of bumps, but each challenge taught me something crucial.
Early on, balancing life as a young mother of four while pursuing a new passion in food was tough. There were financial pressures, long hours, and the fear of not providing what I wanted for my kids.
Launching Cravings By JoAnn in 2011 wasn’t simple either—the name confusion, building a brand from scratch, and learning the business side of baking all required grit.
The turning points came with mentors and opportunities: The Rum House role as kitchen manager and sous chef, and especially Chef Janel Rucker pushing me to pursue formal culinary degrees. Those moments transformed obstacles into skills and confidence.
Today, I still face the usual business realities—growth, competition, deadlines—but I approach them as opportunities to mentor others, refine my craft, and expand Cravings By JoAnn while supporting local restaurants.
Bottom line: the road hasn’t been perfectly smooth, but I wouldn’t trade the lessons—for me, resilience is the core ingredient that makes everything possible. I have grown so much in these last few years with one of my biggest supporters being Lloyd Ruffins and Troy Kelly of Ruffins Ent group.
As you know, we’re big fans of Cravings By JoAnn . For our readers who might not be as familiar what can you tell them about the brand?
I am a culinary director, chef, and pastry artist who creates gourmet treats and bespoke cakes for restaurants, weddings, private parties, and corporate events. Beyond creating edible art, I design immersive dining experiences—curated menus, themed dessert stations, and experiential tastings that leave a lasting impression. I lead a dynamic team to deliver exceptional flavor, presentation, and service, always prioritizing quality, consistency, and creativity.
Key highlights:
– Seasonal menus and customized dessert programs for weddings, galas, and upscale events
– Handcrafted pastries, cakes, and chocolate work that showcase technique and innovation
– Event planning collaboration: from concept development to execution, ensuring seamless service
– A focus on sustainability and local sourcing wherever possible.
Specializing in pastry and luxury cake design, I’m known for transforming culinary artistry into edible storytelling. My work blends classic techniques with modern flavors, featuring:
– Elegant wedding cakes and multi-tier sculptures with intricate sugarwork and fresh floral accents
– Gourmet dessert tastings and dessert tapas for experiential dining
– Custom cake design that reflects the couple’s or brand’s narrative, with attention to texture, flavor balance, and visual impact
– Seasonal, chef-driven desserts that pair harmoniously with savory menus
What makes me stand out:
– A proven track record in high-end hospitality and private events
– Award recognition as Top Women in the Industry (2022)
– A hands-on, client-first approach that translates ideas into refined, executable dessert programs
– A mission-driven focus on giving back to the community through Craving by Joann’s Feeding the Deserving program
Several elements distinguish my brand:
– Purpose-driven pastry: Every event supports a cause—feeding the deserving—so clients contribute to meaningful outcomes beyond great taste.
– Story-driven design: Desserts are crafted to tell a story—whether it’s a couple’s journey, a brand narrative, or an event theme—through flavor, texture, and visual artistry.
– Excellence in execution: I bring luxury-grade technique, precise décor, and dependable delivery to weddings, restaurants, and large-scale events.
– Collaborative partnerships: I work closely with planners, florists, and venues to create cohesive experiences, from concept to service.
– Community impact: Over eight years, I’ve helped feed over 3,000 and more people, reflecting my commitment to giving back.
The Craving by Joann flagship: A brand built on generosity and culinary excellence, culminating in the Feeding the Deserving initiative that feeds thousands annually.
– The recognition as Top Women in the Industry (2022): This honor highlights leadership, mentorship, and influence within the culinary and pastry field.
– A reputation for extraordinary aesthetics paired with exceptional flavor: Clients know they can expect show-stopping desserts and meals that taste as amazing as they look.
– Consistent ability to turn client visions into tangible, breathtaking desserts and moments — from intimate weddings to grand corporate events
I’m more than a pastry chef; I’m a partner in your event’s success. I collaborate from concept to execution to ensure desserts align with your theme, venue, and culinary vision.
– Every cake and dessert is crafted with meticulous attention to detail, using the finest ingredients and innovative techniques.
– My offerings are customizable: tasting sessions, couture wedding cakes, dessert displays, pastry stations, and seasonal menus—tailored to your guest experience and budget.
– Giving back is core to my business. Through Feeding the Deserving, I transform culinary passion into practical aid for the homeless, making your celebration part of a larger, positive impact.
– I bring a calm, solutions-focused approach to high-pressure events, ensuring reliability, punctuality, and flawless presentation
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
One surprising thing people might not know about me is how deeply I blend service with service. Beyond crafting luxury desserts and event menus, I quietly provide comprehensive meal prep and private dining for athletes and their families, including holiday meals that bring loved ones together when schedules are hardest. I don’t publicize these partnerships or use them as marketing; I let the results and the gratitude speak for themselves. This commitment to privacy stems from a belief that real impact is measured by trust, consistency, and the positive difference I can make in people’s lives—often behind the scenes. In short, my surprise is that I’m as committed to nourishing people’s everyday lives as I am to creating show-stopping meals and desserts for big moments.
Contact Info:
- Instagram: Cravings by JoAnn
- Facebook: Cravings by Joann
Image Credits:
My brunch junkie photo was taken by Travis spradling
