Step into the bustling rhythm of the Dallas Farmers Market on a weekend morning, and you’ll find The Sweet Stuff booth: a haven of beautifully crafted treats, the aroma of guilt-free goodness, and the welcoming presence of a founder whose story is baked into every bite. Behind it all is Jill Fikkert—the heart, baker, and visionary of a business born from a journey through unimaginable loss and a life-changing diagnosis, now dedicated to serving joy, one sugar-free treat at a time.
I connected with Jill to hear the story of The Sweet Stuff Heart Made by Jill—what sparked her unexpected love for baking, why every ingredient is chosen with intention, and how she’s building a legacy of resilience and revolutionary indulgence in North Texas. Settle in for this moving, honest conversation, and get to know the heart pouring love into every sweet treat.
Jill’s Founding Story
LCM: Tell us about yourself, your background, and the heart behind The Sweet Stuff Heart Made by Jill—what first inspired you to start this business?
Jill: Believe it or not, I didn’t start off as a baker. Actually… baking and I didn’t exactly click at first. Just the other day, I saw a memory post on Facebook that said, “What took my mother-in-law a few minutes to bake took me three hours,” and I laughed because that was so me! But back in 2020, during the height of COVID, like so many people discovering what they were capable of, I had a “why not?” moment. I decided to try something totally out of my comfort zone—and jumped straight into making Macarons (yep, one of the hardest things you can bake!). I figured if I can do this, I can bake anything. And you know what? I did it. I actually made macarons, and from there, my love for baking was born.
Things were going great, but then I was diagnosed with diabetes. That hit hard. I didn’t want to give up the joy of sweets, but I knew something had to change—I had to change. So I went back to the kitchen with a new mission: create treats that were still delicious but without the sugar, the guilt, or the health risks. That’s when everything really came to life. I started sharing my sugar-free, low-carb, keto, and gluten-friendly treats at local markets, and people started connecting with the story—and the flavors. Now, The Sweet Stuff isn’t just about baked goods. It’s about feeling seen, it’s about not having to miss out and it’s about showing that you don’t have to sacrifice joy to take care of yourself. So that’s me. That’s my heart. And every treat I make? It’s made with that same love and purpose.
LCM: How did experiencing the challenges that come with diabetes lead to the idea for The Sweet Stuff?
Jill: Living with diabetes changed everything—what I could eat, how I lived, and how I felt in my own body. But the journey to that diagnosis came through something much deeper and more painful. My husband and I experienced the loss of three precious babies. It was the most heartbreaking time of our lives. In the process of trying to understand why, we began running tests—and that’s when we found out I had diabetes. If it weren’t for that unimaginable loss, I may have never known. That season was filled with grief, uncertainty, and the overwhelming need to care for both my body and my heart in a whole new way.
From that pain, The Sweet Stuff was born—not just as a business, but as a part of my healing. I began creating treats that were safe for someone like me to enjoy, but that also brought comfort, joy, and a sense of love. Every recipe became a small act of hope, a quiet way to keep going. For me, this isn’t just about sweets. It’s about resilience. It’s about honoring the love I carry every single day. And it’s about turning pain into something that can bring light and sweetness to others—one heart-made treat at a time.
LCM: What was the turning point or “aha” moment when you knew you needed to bring these treats to your community?
Jill: My “aha” moment came when I realized I wasn’t alone—there were so many others like me craving something sweet without the guilt or health risks. I started baking sugar-free treats just for myself, but when I shared them, people lit up. They’d say things like, “I haven’t had anything like this in years.” That’s when it clicked—this could help others too. And my husband was right there beside me, encouraging me every step of the way, reminding me that what I was doing mattered. That’s when I knew—I had to share these treats with my community.
LCM: What are the core values that guide everything you do at The Sweet Stuff?
Jill: At The Sweet Stuff, we’re guided by integrity, inclusivity, and quality. We believe everyone deserves to enjoy delicious treats—regardless of dietary restrictions—so we use clean, thoughtful ingredients and never cut corners. Every decision is made with care, from how we source to how we serve, because our goal is to create something people can trust, enjoy, and feel good about.
LCM: Do you have a favorite memory or milestone in your journey with the business so far?
Jill: One of the best moments? Watching people’s surprised faces when they hear our treats are sugar-free—and then seeing us completely sell out at markets! It’s like they can’t believe something so good can be so “good for you.” That energy keeps us going every time!
Products, Recipes, & Ingredients
LCM: What kinds of treats can customers find from The Sweet Stuff? What are your signatures & bestsellers?
Jill: Some of our customer favorites include our Caramel Twist Bites, Maple Syrup, and Granola Clusters that has no oats—just seeds and nuts. We’re also known for our buttercream-frosted cakes, our Praline Vanilla Cake, and our rich Caramel Sauce that’s only 6 grams of total carbs for the entire jar—all sweetened naturally and crafted to be kind to your body.
LCM: Why was it important to make your products low-carb, no-sugar, and gluten-friendly?
Jill: I wanted to make treats that everyone could enjoy without worry—especially those managing diabetes, on special diets or even a lifestyle change. By keeping them low-carb, no-sugar, and gluten-friendly, I try to make sure no one has to miss out on something delicious and satisfying.
LCM: Can you share more about your ingredient sourcing—like local partners you’ve found or extra steps you take to use organic, non-GMO, or sustainable ingredients?
Jill: At The Sweet Stuff, ingredient quality is at the heart of everything we do. All our ingredients are natural—no nitrates, preservatives, or dyes. We have a goal to source 70% of our ingredients locally and are actively building relationships with local partners to reach that goal. We also prioritize freshness and sustainability, aiming to reduce our environmental impact wherever we can—from packaging to production. This commitment helps us deliver not just delicious flavors but peace of mind with every bite.
LCM: Could you talk through what makes a specific menu item truly unique?
Jill: What makes it truly unique is that it’s not only keto and low-carb, but it’s also high in protein—that means you get a delicious, satisfying treat that supports your health goals without any of the usual guilt. We use quality ingredients and natural sweeteners to create a cake that’s moist, flavorful, and nourishing—all in one slice. It’s the balance between sweet indulgence and flavor that truly works
LCM: Are there any new flavors or recipes you’re especially excited about right now?
Jill: Yes! I’m really excited about the new possibilities coming with the law changes on September 1. Soon, I’ll be able to bring treats I haven’t offered before—like creamy cheesecakes, fresh fruit desserts, and even flan—all still low-carb, keto-friendly, and made with the same care and quality you expect. It’s not just about new flavors, though. These changes mean I can better serve my community by offering a wider variety of healthy treats that everyone can enjoy. I can’t wait to share these new creations and keep making a positive impact.
Healthy Treats & Community Impact
LCM: For people managing health restrictions, how have your treats made a meaningful difference for them (or for you personally)?
Jill: For many people managing health restrictions, finding treats that fit their dietary needs without sacrificing flavor can feel impossible. Our sweets have made a meaningful difference by offering delicious, sugar-free, gluten-friendly options made with clean, natural ingredients. We’ve had numerous diabetics express how much they love the rich flavor and satisfying texture—some have even taken the time to post heartfelt reviews on our Facebook and Yelp pages.
Personally, creating these treats has been a way for me to enjoy indulgences while staying true to my own health goals, and hearing how our products help others feel included and cared for means everything to me.
LCM: What do you wish people who don’t need to avoid sugar or gluten would understand about your baked goods and their advantages?
Jill: I wish people knew that choosing sugar-free or gluten-friendly isn’t about missing out—it’s about being intentional. My treats aren’t “less than” the real thing—they ARE the real thing. Made with purpose, care, and real ingredients that love you back. Even if you don’t need to eat this way, you deserve to feel good after something sweet. These aren’t just for people with dietary needs—they’re really for anyone who wants to enjoy dessert without the crash, the guilt, or the compromise. So just give it a try—without judgment. You might be surprised at how much you don’t miss the sugar… and how good it feels to enjoy something that’s both delicious and kind to your body.
LCM: Is there a specific customer story or moment of gratitude that really stands out to you?
Jill: There have been so many beautiful moments on this journey, but the ones that stay with me most are from customers managing diabetes. Each of them is incredible, and when they try my treats and their eyes light up, it feels like something deep inside comes alive again. It’s more than just enjoying a dessert—it’s the profound joy of feeling seen, included, and cared for. What truly humbles me is when they return and say, “Your treats didn’t affect my blood sugar at all.” Feedback like that reminds me exactly why I do this. It’s not just about making sweets—it’s about creating moments of joy and connection that people thought they might have to give up.
LCM: How has McKinney shaped your journey as a maker and business owner?
Jill: Honestly, breaking into the McKinney market has been a challenge—but it never discouraged me. If anything, it motivated me to grow, refine my craft, and keep showing up with even more passion and purpose.
Passion, Creativity, & Everyday Operations
LCM: Can you walk us through a typical week as you prepare for market day??
Jill: Mondays are full rest days—a chance to shut the world out and recharge. On Tuesdays, I focus on planning the weekend menu, checking inventory, and calculating what I’ll need for the market. Wednesdays are dedicated to shopping for fresh ingredients.
Thursdays are all about production: making granola, sweet chili sauce, caramel, and more. Fridays are reserved exclusively for baking cakes and breads. Then come Saturday and Sunday—market days at the Dallas Farmers Market! That’s when all the hard work comes together. I’m usually pretty exhausted on market days, so my husband often jokes, “My wife is the baker—I’m just the loudmouth selling it!”
It’s a team effort, and I’m immensely grateful for his energy and support, because God knows I CANNOT sell the way he does. (laughs) A few months ago, my process was chaotic—I was trying to do everything at once. But I’ve since found my rhythm, and having a solid system in place has truly transformed how smoothly things run.
LCM: What’s your favorite part about small-batch, hands-on baking each week?
Jill: My favorite part of small-batch baking is the control and attention to detail. It lets me focus on quality and consistency, making sure every treat tastes just right. Plus I get to experiment and improve with each batch—which keeps things interesting.
LCM: Have you had any memorable “fail” recipes or unexpected successes along the way?
Jill: Honestly, it’s been a journey full of both memorable failures and unexpected wins. When I started, everything was new to me—including using monk fruit, which wasn’t nearly as popular back then as it is now. Baking the way I do took countless rounds of testing and tweaking. I can’t even count how many recipes and ingredients ended up in the trash because they just didn’t work. But my husband kept encouraging me, reminding me that failure is just part of the path to success. So I kept at it, and eventually, I got there. Now, I can create new treats with confidence—often nailing it on the very first try.
LCM: Do you experiment with your recipes based on direct customer feedback?
Jill: I always welcome customer feedback, but I’ve learned that everyone has different tastes—and I can’t cater to every individual preference. That said, we have noticed patterns based on demographics. Certain areas tend to enjoy specific flavors or styles more than others, and we’ve thoughtfully incorporated that into our business model. It’s about finding the balance—listening, learning, and adjusting where it makes sense, while still staying true to who we are and what we create.
LCM: What are two or three facts about low-carb, no-sugar baking you find that most people are surprised by (or get wrong)?
Jill: One thing that surprises people is that low-carb, no-sugar baking doesn’t mean dry, bland, or “diet food.” With the right ingredients and technique, the flavors and textures can be just as rich—sometimes even better—than traditional sweets. Another common misconception is that all sugar substitutes are the same. They’re not! I use Monkfruit and Allulose because they don’t spike blood sugar and don’t leave that artificial aftertaste people often expect from “sugar-free.” And lastly, people are often shocked to learn that many of my treats are high in protein—so they’re not just indulgent, they’re actually more satisfying and balanced.
The Sweet Stuff’s Local Market Story
LCM: Why did you choose to keep your business North Texas-local?
Jill: I chose to keep my business North Texas-local because community matters to me. There’s something special about showing up in person, building real relationships with customers, and being part of the local food scene. It also allows me to stay hands-on with every batch and maintain the quality and care that defines The Sweet Stuff. For me, it’s not about scaling fast—it’s about growing with purpose, right here at home.
LCM: In what ways has the local community (markets, partners, or your loyal customers) encouraged or helped The Sweet Stuff grow?
Jill: The local community has been EVERYTHING to The Sweet Stuff. From the beginning, the farmers markets gave us a space to share my story and connect with people face-to-face. Loyal customers kept coming back—not just for the treats, but for the heart behind them. Their encouragement, kind words, and even honest feedback have helped me grow and keep going. Every small win has been because of their support, and we truly wouldn’t be here without them.
LCM: Are you collaborating in any way with other local businesses, vendors, or makers?
Jill: Yes! I love collaborating with other local businesses and makers—it’s one of the best parts of being in this community. Whether it’s sourcing ingredients, creating special bundles, or supporting each other at markets, there’s a real sense of teamwork. We’re all trying to grow something meaningful, and when we collaborate, everyone wins—including our customers.
LCM: What does “revolutionary guilt-free indulgence” mean to you personally?
Jill: To me, “revolutionary guilt-free indulgence” means breaking the idea that you have to choose between pleasure and wellness. It’s about creating treats that feel like a true indulgence—rich, satisfying, and full of flavor—but made with ingredients that honor your health and your journey. It’s revolutionary because it challenges the norm. It says you can enjoy sweets without the crash, the sugar, or the guilt—and still feel proud of what you’re putting in your body.
LCM: What’s most rewarding about serving your hometown each week?
Jill: There’s something incredibly special about serving the community that has supported us. Every week at the market we get to see familiar faces—trying and loving something I poured my heart into. It’s not just about selling a product, it’s about building real connections and giving back to a place that’s believed in us from the start.
How to Enjoy & Connect with The Sweet Stuff
LCM: How can existing and new customers get a taste of The Sweet Stuff?
Jill: Whether you’re a devoted regular or just discovering The Sweet Stuff, there are many ways to join our movement of guilt-free indulgence. Each week, you can find us at the Dallas Farmers Market (The Shed) on weekends. We invite you to stop by, sample our latest creations, and take home your favorites. You can also stay connected by following us on social media, where we share updates on new products, market appearances, behind-the-scenes glimpses, and stories from our vibrant community.
We cherish every opportunity to engage with you. We welcome partnerships with local makers, businesses, and wellness advocates to create meaningful experiences and expand our reach. And of course, your support means the world. Every recommendation, tag, and share helps us grow and brings the joy of clean, delicious treats to more people who value mindful indulgence.
LCM: How can customers place orders, and which fulfillment options do you offer?
Jill: Send us a DM on Instagram or message us directly through our website or social media pages to place your custom order. We’ll confirm availability, pickup/delivery details, and payment options.
Pickup Options: Dallas Farmers Market (The Shed) – Pre-order and pick up on the weekend. Local Meet-Ups – We schedule pickups throughout the week in McKinney and surrounding areas. We’ll coordinate the best nearby location with you!
Delivery Options: We offer local delivery on select days within a limited radius (McKinney, Allen, Frisco, Plano, and parts of North Dallas). A small delivery fee may apply depending on distance. Have a question or need a custom request? Just ask—we’re here to help make your guilt-free indulgence easy and convenient!
LCM: Are there seasonal, limited-time, or event-specific treats we should tell readers about?
Jill: We offer special treats throughout the year, including seasonal flavors, holiday favorites, and event-exclusive items. To stay updated on what’s available and when, be sure to follow us on our social media pages.
LCM: What’s your current production schedule or ordering cutoff for guaranteed availability.
Jill: Availability depends on the item, but most of our treats are ready for pickup by Thursday evening—Thursday evening and Fridays are the best days to pick up your order. If those days don’t work, you can also pick up your order at the Dallas Farmers Market (The Shed) on weekends.
LCM: Which social media channels or platforms are best for discovering your treats or staying updated?
Jill: Instagram and Facebook are the best ways to keep up to date with our business. Facebook: @heartmadebyjillfikkert Instagram: @thesweetstuff_heartmadebyjill
LCM: What’s next for The Sweet Stuff? Are you planning new products, more fulfillment options or special events?
Jill: With the new law coming September 1st we’re excited about growing and serving our customers better! Coming up, we’re working on new product , new flavors inspired by customer favorites and seasonal ingredients. We’re also exploring more flexible fulfillment options to make getting your guilt-free treats even easier, including expanded local delivery and additional pickup locations. But please be patient with us, as we are a 2-person business. From baking to packaging, we do it all ourselves, but we will continue to serve y’all the best we can!
LCM: What one thing do you most hope new and longtime customers discover about your business and your mission?
Jill: What I most hope customers discover about The Sweet Stuff is that our mission goes beyond just making delicious treats. It’s about creating guilt-free indulgence that nourishes both body and soul—showing that you can enjoy sweets without compromise. Whether you’re new or have been with us from the start, I want everyone to feel seen, supported, and inspired by the care and love baked into every bite. Above all, we want people to know that we are real—we are deeply rooted in this business at its very core. This isn’t just a product for us; it’s a passion and a commitment to bringing and leaving a legacy.
