From theatre nurse to gluten-free innovator, Lucy Donaldson’s journey is all about passion, perseverance, and great bread. As co-founder of Lucy’s Gluten Free, the Raglan-based mother of three is on a mission to prove that gluten-free doesn’t mean compromise. Now, with the launch of her new Bread Mixes, she’s making it easier than ever to bake fresh, nourishing loaves at home. In this week’s Friday Muse, Lucy shares her story, the challenges of building a gluten-free brand, and her tips for the perfect loaf.
In conversation with Lucy Donaldson.
Let’s get up to speed. Please tell us a bit about you and your career to date.
I’m a mother of three with a love for the outdoors – you’ll often find me in the bush or pottering around in my garden. Before having kids, I spent many years as an operating theatre nurse, primarily specialising in orthopaedics. These days, I’m a co-owner of a gluten-free bakery, which was born out of necessity, and a passion for creating high-quality gluten-free products that don’t compromise on taste or texture.
Your journey from being an operating theatre nurse to launching Lucy’s Gluten Free is fascinating. What inspired you to take the leap into gluten-free baking, and did your medical background influence your approach to creating nutritious bread?
The journey into gluten-free baking began when my youngest child had severe colic. While breastfeeding, I gave up gluten in an effort to give him some relief. During that time, I struggled to find gluten-free bread that didn’t feel like a compromise in taste or texture, so I decided to make my own. Countless failed attempts and many, many bricks later, I finally got to a point where I was baking bread that was better than anything I could buy, even compared to traditional loaves.
After two years of practice—and in a haze of sleep deprivation typical of life with young kids—I approached Ed, one of the owners of Volare – a premium artisanal Waikato bakery. Before going gluten-free, I was a regular Volare customer, especially for their sourdough, and I often wondered why they didn’t offer a gluten-free option. By sheer chance, Volare had been wanting to launch a gluten-free range but hadn’t had the time due to the demands of their growing business. The timing couldn’t have been more perfect!
My background as a nurse certainly shaped my approach. It gave me a deep understanding of how essential quality nutrition is to overall well-being, which reinforced my commitment to creating gluten-free bread that’s both delicious and nourishing—something I’m truly proud to share with others.
Your brand has gained a loyal following, winning multiple awards. What were some of the biggest challenges in building a gluten-free brand in New Zealand, and what has been the most rewarding part of the journey so far?
The juggle was a challenge at first—balancing mum life with the demanding hours of a baker is not for the faint-hearted. Then, one of the biggest hurdles was perfecting a product that met our high standards: creating gluten-free bread that’s not only nutritious but also tastes and feels like a traditional loaf. Another ongoing challenge is educating customers about shelf life. Because our loaves are free from the preservatives and additives commonly found in gluten-free bread, they don’t last as long on the shelf.
The most rewarding part of the journey, without a doubt, is the feedback we receive from customers. Hearing how our bread has made a real difference in their daily lives—allowing them to enjoy bread again after years of missing out—makes all the hard work worth it. Knowing we’ve created something that brings people joy and fits seamlessly into their lifestyle is incredibly fulfilling.
What motivated you to launch the new Bread Mixes, and how do they differ from store-bought gluten-free options?
We were motivated to launch the Bread Mixes to make our product more accessible—especially for our many customers in the South Island. Since our bread isn’t loaded with preservatives, it has a shorter shelf life, which makes shipping challenging. The Bread Mixes solve that problem while also bringing the joy of freshly baked, homemade bread into everyone’s home.
Rumour has it you’re not only a business owner and mother of three but also an ultra-marathon runner. How do you balance all these aspects of your life, and do you think your endurance mindset has played a role in your business success?
I’m definitely still working on the balance, but I’ve found that these aspects of my life often complement each other. Running, especially in the early morning, requires discipline and consistency—showing up every day even when it’s hard. Starting my day with a run is something I do just for myself, and it sets a positive tone for the rest of the day. It gives me more clarity, helps me manage stress, and allows me to show up as a mum and business owner feeling more present and focused.
Let’s talk about Lucy’s eco-conscious packaging. Why was sustainability such an important factor for you, and how do you ensure the integrity of your ingredients?
I was raised by a mum who was always conscious of our impact on the environment, and that mindset naturally carried over to me. I love growing our own food and teaching my children to connect with the land and understand where their food comes from. Sustainability is a big part of that, and it’s something we’ve woven into our business. We’re mindful of the impact our products have on the environment, from our ingredients to our packaging, and wherever possible, we source ingredients from local suppliers to reduce our footprint and support local growers.
What are your top tips for achieving a perfect loaf at home, and how do your Bread Mixes help simplify the process?
Our Bread Mixes are super easy to use, and incredibly versatile. We’ve taken the hard part out by creating the perfect blend of wholegrain and starch flours to ensure a consistently great loaf every time. One key tip is to mix the dough for the full length of time to develop the right texture and structure—it really makes a difference!
Do you have a go-to ritual or activity that helps you recharge and stay centred?
My go-to ritual is getting up at 4 a.m. and going for a run. There’s something magical about being out under the stars, surrounded by the stillness and quiet of that time of day. It’s my time to reset, clear my mind, and ground myself before the chaos of the day begins.
How would you describe your personal style, and what influences it the most? Are there any New Zealand designers you gravitate to?
Comfort is key for me. As a busy mum and business owner, I gravitate toward practical pieces, made from natural and organic fabrics, that make me feel good. I love supporting local designers like Kowtow and Nisa—their clothing feels great to wear and aligns with my values of sustainability, making them easy go-to choices for my wardrobe.
What’s your next focus for Lucy’s Gluten Free?
Our next focus is getting our Bread Mixes into supermarkets across New Zealand to make them more accessible for our customers. We want more people to experience the joy of baking fresh, gluten-free bread at home with ease.
