The Flour Box was born from a college hobby, which became an online business & pop-up from 2015-2019, then finally — after a successful Kickstarter campaign — a brick & mortar shop in October 2020. Since then, we’ve had the honor of serving people from all over the world, consistently selling out of 1000 donuts a day for the past 3 years we’ve been open.

We’ve built an incredible following by making good food with great care. With wholesome real ingredients, without pretension or flashiness. We take a classic, universally beloved item and present it in a way that’s as interesting/diverse as the people we serve and the neighborhood we’re in. One of the most beautiful things — something I’m proud of — is that we draw in guests of quite literally all ages, ethnicities, backgrounds, job fields, walks of life… There are no boundaries.

Beyond the donuts and people, we take pride in being transparent with our audience. As someone that started their career on Instagram, I’ve always shared both the good and bad of small business ownership. The ugly truths, the breakdowns, the bumps along the way. Also: the lessons we learn, our gratitude, the proud accomplishments & little wins. All of this in attempt to humanize the people that make food.

In an industry that is too often undervalued, it’s important for people to see the realities behind what many take for granted. There’s a growing disconnect between food consumers and makers, and there’s value in learning what bridges them.

There is also value in representation; in being a young POC-female small business owner making it work in a big city like Seattle. We make it work by doing honest work with authenticity and care. We’re a small but mighty team that really, truly, feels like family, and we’re proud to be a part of the Seattle food landscape.

With The Flour Box, I feel like we take whatever a conventional bakery should be and throw it out the window. We’ve always done things based on how we feel, and not necessarily on what’s “good for business.” I think the general public has a restricting and outdated view of what a food establishment “needs” to be. To that, I say: who cares?

I hope someday that we (and other small businesses) can find the right balance between serving guests and serving ourselves. In the meantime, we thank you for supporting us. Thank you for sharing your love. We appreciate you all so much!

- Pamela Vuong, Owner