Meet the Baton Rouge couple who turned their love of pound cake into a business

For Tanya and Brian Noble, baking is about more than the final product. It’s the tradition they grew up watching their mothers carry out in the kitchen, and one they now continue in their own business, Noble by the Pound. 

The husband-and-wife duo started the Baton Rouge baking business in 2020, turning a shared love of homemade desserts into a growing operation known for its pound cakes. 

The couple has always enjoyed baking at home, but finding a store-bought pound cake that met their expectations was difficult. So when the pandemic brought Brian Noble’s work to a halt, he spent more time in the kitchen baking the cakes they loved. 

After their friend Maameefua Koomson tried their treats and encouraged them to consider selling, the couple began taking orders from other friends and members of their church. Koomson, who goes by Maamee, now helps run the brand’s social media.

“We just started taking orders through Google Docs and stuff like that, and then we got the LLC for it and built a website, and it just manifested from there,” says Tanya. 

Pound cakes have remained the heart of the business, but the menu has expanded to include cookies, brownies and specialty cakes. The name, a nod to the couple’s last name and their signature dessert, reflects the family aspect of the business. 

Noble by the Pound’s first pop-up was at Pop Shop Records on Acadian Thruway, where they had the opportunity to sell their cakes directly to customers. The experience helped them figure out how they wanted to present and promote their business moving forward. 

In 2025, they began holding a monthly pop-up at Red Stick Spice Co., giving them an opportunity to reach more customers. 

“We had our brand and everything, the business was thriving, and we were doing pop-ups at other places, but we didn’t have any place where we were just consistently at,” says Tanya.

She says Red Stick Spice owner Anne Milneck was looking for bakers on Facebook. They applied and were selected. 

“We really appreciated that because it has really been good for us. It’s been exciting. She’s been very gracious, so we’ve been doing very well,” Tanya says.

At the pop-ups, customers can find the couple’s signature flavors alongside cakes inspired by the season. Their cream cheese and lemon pound cake are staples, while the fall menu can include praline, pumpkin and pecan varieties. 

Tanya says customer favorites change with each pop-up. 

“One cake may shine at one pop-up, and then it may be another cake that shines at the next,” she says. 

Along with shopping at pop-ups, customers can order through the business’s website and customize pickup times Tuesday through Saturday, receiving a notification when their cakes are ready. 

The cakes themselves are made in the couple’s home, where they have designated bakery space equipped with several ovens and storage for ingredients and supplies. 

Behind the scenes, running the business requires careful planning. Tanya works in health care, while Brian operates his own security company. Balancing their professional responsibilities with baking, fulfilling orders and preparing for pop-ups has not always been easy. 

Time management was challenging when both were working full time, Tanya says. As the business grew, the couple had to develop a more organized approach to scheduling and production. 

That work can mean late nights and early mornings, especially during the holiday season. Tanya says seeing customers try their cakes for the first time makes the effort worthwhile. 

The couple has developed a loyal customer base, with repeat buyers returning for their favorite flavors and new customers discovering the business at pop-ups.

“When people try the cakes right on the spot, and seeing their expression, and seeing them just really enjoying it, and saying ‘Oh my God, this is the best cake,’ it just feels really good,” she says.

Operating as a family business, the bakery also carries a piece of the couple’s family history. One of its specialty offerings, Viv’s carrot cake, honors Brian’s mother, whose recipe the couple added after her death. 

Brian grew up watching his mother bake, which gave him a love for it. The high school sweethearts met through their mothers’ close friendship. Tanya remembers visiting Brian’s house and finding their mothers in the kitchen, cooking and baking. 

“She was always baking,” Brian says of his mother. 

Those memories have stayed with the couple, who now bring the same appreciation to their recipes. For the Nobles, a business that began with baking at home has become an opportunity to carry their traditions forward, one pound cake at a time.