Noelle Richards had their first drink at nine, a taste of scotch handed over in the hope they wouldn’t like it. They asked for more. Drinking followed them through years of parties and bars, and by 13 they were having panic attacks and couldn’t go out without a drink.
On their 30th birthday, Noelle set out to heal themselves, starting with meditation, Alan Watts, Ram Dass, and Buddhism. Five years ago, on a camping trip, holding a Liquid Death sparkling water under a sky with no light pollution, they said they were done drinking for good.
Since then, Noelle has moved across the country to Portland, baked for animal sanctuary bake sales, and built Foxglove & Flour, a vegan bakery that sells out at markets. Their skull cakes come in flavors like horchata, blackberry lime, and blueberry lavender cheesecake.
In this conversation, Noelle talks about finally being able to feel things, how a nail in a tire stopped being a catastrophe, the creativity that showed up once the drinking stopped, and what they do to breathe through anger.
Show Notes
[02:41] - Scotch at Nine
Noelle had their first scotch at nine, handed over in the hope they wouldn’t like it. They asked for more. After that they were snuck drinks at parties, and they were getting alcohol from friends by 14.
Their grandfather, who was their best friend and the person who always saw them for who they were, died when Noelle was nine. They describe being the black sheep and losing themselves after that.
Drinking made it easier to be around people and to get out of their own head. Their first panic attack came at 13, and for years they couldn’t go out without a drink.
Noelle had their oldest at 17 and says being a parent made drinking more accepted, since no one cards you at the bar with your kid. Their oldest’s sixth birthday was held at a bar. They wanted to change, and they want their youngest to know that you can make mistakes and you can change.
Key Insights
“I started drinking at nine. That’s when I had scotch for the first time.” - Noelle Richards
[08:14] - A 30th Birthday and a Different Road
Six years ago, on their 30th birthday, Noelle set out to heal themselves. Their health was bad, and they suspected the stomach issues came from anxiety and stress.
They started with meditation. Alan Watts and Ram Dass helped them see things in a different light, and Buddhism led them to work on what was inside. That work helped them let go of something they had been holding on to for dear life.
Noelle says facing what they had forgotten has been a wild journey. They now do things that scare them, like moving across the country with nothing to fall back on and starting a business, and quitting gave them the courage to try.
Key Insights
“And it all started with just going, I’m done. It doesn’t serve me anymore.” - Noelle Richards
[12:37] - The Camping Trip and the Stars
Noelle remembers the exact moment. On a camping trip they call a horrible one, they were holding a Liquid Death sparkling water when they said they didn’t need to drink anymore, and that it was forever. Before that, they could only say it was for now.
Looking up at a sky with no light pollution, they felt the world open up and more stars appear. It felt like being free of something that had been holding them down.
That was five years ago, in October.
Key Insights
“I don’t need to drink anymore. I’m done. This is forever.” - Noelle Richards
[14:36] - Feeling It All
Five years in, Noelle says the biggest change is being able to feel things and breathe through them. They were told feelings were wrong, and now they treat a feeling as something to work through and learn from.
A nail in the tire before a market would once have sent them spiraling. This time they breathed, figured out what was open, and got it fixed, with the repair covered under warranty. When a tote of pastries fell, they treated it as a lesson about where to put things.
Josh shares a similar moment. After a night out, he found a big chunk missing from the front of his car, likely from a truck parked too close, and he noticed it, said “that happened,” and let it go. Years ago it would have wrecked him.
Key Insights
“I can feel things and actually feel them.” - Noelle Richards
[19:06] - From Sanctuary Bake Sales to Selling Out
Noelle’s first offer to bake came from Wildlings, an animal sanctuary they call their second home. The bake sale that followed was the most successful the sanctuary had ever had, and they asked Noelle to be their permanent baker.
That led to an idea: bake, make money, and donate more to sanctuaries. Noelle got the business name last November, started doing markets in May, and has sold out at three of their first five Vegan Flipside markets and in recent weeks nearly every weekend.
Josh points out that people don’t usually start a business and sell out like this. Noelle says they are still absorbing it. Other businesses have asked them for help with social media, even though they weren’t on social media before, and they are trying to take in the praise, which they have never been able to hear before.
Key Insights
“Like, I can make money doing this and then donate more money to sanctuaries.” - Noelle Richards
[22:24] - Skull Cakes and Keeping Portland Weird
Noelle used to make bundt cakes. After buying more skull molds for a Halloween-themed market, they asked their followers to let them keep making skulls, and everyone loved them. They enjoy watching older passersby grab their pearls and say it’s very creative.
Noelle asks followers which flavors they want. So far that has included horchata with homemade rice syrup, blackberry lime, blueberry lavender cheesecake, red velvet, death by chocolate, and Biscoff cookie butter. Right now they are making apple pie, a pie crust skull with apple pie filling, using fruit from a farmers market down the street.
One customer without a car takes the MAX from Beaverton to wherever Noelle is set up. Noelle says Portland’s motto is keep it weird, and they found their people that way.
Key Insights
“I found my tribe of weirdos.” - Noelle Richards
[26:10] - Creativity, Flow, and Baked With Magic
Noelle says they weren’t creative before they stopped drinking. They hated crafts. Since then they craft, make their own stickers and clothes, started writing, and started a business. With the drinking gone, they have more time and energy, and hangovers hit harder as you get older.
In the kitchen, Noelle is dancing around to music, even at 2 a.m. before waking up at 5 for a market. They want everyone who gets anything from them to feel their love and passion and none of anything else.
Josh reflects that drinking can carry anxiety and self-doubt into the next day. The drink seems to take it away, and it ends up keeping it there.
Key Insights
“I didn’t have creativity before. I was not a creative person.” - Noelle Richards
[35:29] - Breathing Through Anger
A viewer, Mike, asks what to do in the moment when frustration or anger hits. Noelle says they have a temper, and what helps is breathing, feeling it, and not reacting. They also say to give yourself grace, because we’re human.
Josh adds that a big part of sobriety is the foundation you build: quality rest, meditation, breathing, food, and walking. When he doesn’t sleep well, he gets upset or anxious faster. When it does happen, he says, be self-compassionate.
Key Insights
“Anytime we’re stressed, we hold it in.” - Noelle Richards
Key Quotes
“Every challenge isn’t the end of the world anymore.” - Noelle Richards
“So everything is a learning lesson and that’s life-changing.” - Noelle Richards
“Feel everything. Because it’s important. It’s telling you something and you’re going to learn something from it.” - Noelle Richards
“I want to just make people just taste love.” - Noelle Richards
“Portland’s motto is keep it weird.” - Noelle Richards
Resources Mentioned
Foxglove & Flour: Noelle’s vegan bakery, with skull cakes, pre-order drops, and market tables around Portland
Wildlings: the animal sanctuary where Noelle first baked for a bake sale
Alan Watts and Ram Dass: the teachers who helped Noelle see things in a different light
Buddhism and meditation: the practices that helped Noelle let go
Breathing: Noelle’s answer to anger and stress, to breathe through it and feel it without reacting
Where to Find Noelle
Instagram: @foxgloveandflour_bakery
When You’re Ready to Feel What the Drink Was Covering
Noelle describes what changed once they stopped drinking. A nail in a tire before a market and a tote of pastries on the ground are now things to breathe through and learn from. Before, any little thing would have been too much.
If you’re curious what a month without alcohol would feel like for you, The Sober Creative Reset: Self-Guided is 31 mornings. A short email lands at 8am your time each day with one question to carry through it, and a guided practice closes out each week. You pick your Day 1 after you buy, so you start when you’re ready.
31 morning emails, 8am your time
Four guided practices, one a week
Your Day 1 is any date in the next 30 days
Refund through Day 7 of your Reset, just ask
Thank You
A heartfelt thank you to Love conquers hate, mike stock, Johnflemingbooks, Sarah Gaughan, Aaron Marshall, and everyone who joined us live for this conversation, and to Noelle Richards for sharing their story so openly. Your presence and engagement make these conversations possible.
P.S. Missed an earlier conversation or newsletter? The full archive lives at thesobercreative.substack.com/archive. If this one landed for you, forward it to someone who might need it.
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