For Racene Nguyen, the dream of opening a bakery didn’t begin with a storefront. It began at home, decorating cakes after long days at her full-time job and wondering if the hobby she loved most could become something bigger.
“It came to the point where I was decorating cakes at home while having my full-time job,” she said. “Even though I loved my full-time job, I felt leaving to start a bakery was my ultimate dream.”
That leap of faith led to Reverie Bakeshop, which opened in Richardson in 2013. More than a decade later, the bakery has earned a devoted following for its colorful pastries, imaginative custom cakes, and desserts that have helped reshape what many people expect from vegan baking.
The name itself reflects the experience Racene hoped to create. Inspired by a song from the band Saves the Day, “Reverie” also means being lost in a pleasant daydream.
“I’ve always been a day dreamer and wanted to create a space that makes people feel as though they are in a dream, as if they are in the clouds,” she said. “The same thing applies to our baking. We are always aiming for the clouds.”
Opening an entirely vegan bakery in North Texas in 2013 wasn’t without its challenges. At the time, vegan options were limited, and many people had already formed opinions about how plant-based baked goods would taste before trying them.
“When first thinking of starting a bakery, I was nervous about the reception of it being fully vegan,” Racene said. “There were ideas of what vegan baked goods were like concerning taste and texture because it was uncommon. Over the years I feel people are more knowledgeable and open to veganism.”
Even then, her vision extended far beyond serving one audience.
“It has always been a part of the vision for everyone to enjoy,” she said. “Our goal was to build a community with vegans and non vegans.”
That philosophy is easy to see inside the bakery. Some guests stop in for coffee and breakfast before work, while others make a special trip for birthday cakes, wedding cakes, or a box of pastries to share. Customers regularly travel from across Texas, and even from out of state, to pick up their favorite treats.
For anyone visiting Reverie for the first time, Racene has no shortage of recommendations. As a self-proclaimed chocolate lover, she points first to the Chocolate Mousse Dome Cake. Regulars, meanwhile, return for the rotating kolaches, sopapilla bars, cheesecake slices, and the bakery’s donuts, while seasonal creations ensure there’s always something new to discover.
Keeping the menu fresh is a collaborative effort.
“Most of our staff are foodies, so new ideas are constantly flowing,” Racene said. “We know what our staples are but like to expand and create new and old products.”
That creativity also shines through in Reverie’s custom cakes, where customer ideas often become the starting point.
“It’s always fun to create something based off our customer’s theme, ideas, and even drawings they created,” Racene said. “We have made cakes for recognizable celebrities, and those are always fun and exciting to do.”
Long before the pastry cases are filled, the workday is already underway. Members of the Reverie team arrive between 3 and 5 a.m. to bake, decorate, and prepare everything guests will see when the doors open.
Racene believes the bakery’s success has always been a team effort.
“We have had some incredible staff members,” she said. “It took a great team to build what we have today.”
Many employees have remained with Reverie for years, and several have even returned after leaving, something Racene sees as one of the greatest compliments a workplace can receive.
Over the past 13 years, the bakery has grown alongside Richardson. One of the moments that stands out most to Racene is seeing the response to the events Reverie now hosts during business hours and after closing. Just as meaningful has been watching familiar faces return over the years, eventually bringing children of their own through the doors.
“We have officially been around long enough to see growth of families and children,” she said. “It speaks volumes of the bakery’s impact and reminds us why we love doing what we do.”
Owning a bakery has also taught Racene lessons she never expected.
“There’s a difference between running a business and building a business,” she said.
Learning to navigate ingredient shortages, changing business requirements, evolving baking trends, and building a team she trusts has become just as important as perfecting recipes.
In September 2026, Reverie will celebrate its 13th anniversary, a milestone Racene sees as the beginning of another exciting chapter.
“The idea of Reverie is always expanding,” she said. “We have big plans for our birthday. Stay tuned on social media to see what we are doing.”
If guests leave already talking about what they’ll order on their next visit, Racene considers that a success.
Reverie Bakeshop
980 N. Coit Road, Suite 2850
Richardson, TX 75080
972-238-7511
Hours:
Tuesday–Friday: 7 am – 4 pm
Saturday: 7am – 3pm
Sunday + Monday: Closed
