The story behind our FOUNDER.
As I knelt over to see what green coffee my new friend, Dan Streetman, had opened, I caught its green essence of fresh cut fruit, and glanced down to see what looked like a lovely natural processed coffee from.. where? We proceed to have a conversation about it’s fragrance, and that it was a lovely option from Honduras. He definitely thinks that origin is a sleeper cell! Throughout my professional career, these types of moments are scattered as memories. Often things in life are like coffee. Captivating, fleeting, majestic when it’s right and boy, when it’s terrible, we all know. Even if you don’t professionally “know”. It’s imprinted on my cute little brain. That worst cup ever. I think it’s generally been at 3am at a truck stop in the desert, on a road trip, trying to muster through the end of a dark shift on the road. I digress…
As a Arabica Q Grader, with all my credentials, I find myself at the precipice of another transition. A year ago a move to the Bay Area changed my focus professionally. My husband took a tech job, so we sold our home in San Diego and immediately jumped on the opportunity. It’s been a year of both happy struggles and not-so-happy struggles. But, I’ve emerged with a pure, new and big thought- perhaps it is time for me to go out on my own? I am almost 40, I mean, isn’t it now or never?
A year ago, I had a thought. An image in my brain, from a dream perhaps, of a logo that would pay homage to my family, my past and my future. But I couldn’t have told you then what the heck it was for or what it meant, as it only recently took a spot in my heart. So, it’s settled. I guess we’re starting a company? (When I say “we”, I mean the committee in my head). What is wrong with me? Don’t I know all the reasons why I should NOT do this?? I do. And yet, here we are.
Emerald and Lily is two parts- past and future. The & part ties them together in the present. Emerald represents my father’s birth stone (he passed many years back) as well as my mothers favorite color. I got all of the life skills I need to be successful in this world due to their sacrifices, their constant demonstration of will to succeed. The Lily represents peace, faith and new beginnings. Lily’s are also my favorite genome on flower.
My hope is that this is the beginning of a new, beautiful company. I am “Beginning with the end in mind”. The true sustainability of a company is born with every purchase, every contract, and every consideration made. Our bags are compostable, we utilize roasting equipment that is precise, consistent and utilizes about 70% less natural gas than traditional roasting methods. We are based out of South San Jose, CA. We roast out of Pulley Collective in Oakland, CA. Our goal is to create themed blends, seasonal options, rotating single-origins with crazy character, and in general, to have fun doing it. Our packing is designed to feel luxurious, and will likely evolve over time.
I would like to thank those who have encouraged and supported this transition. Obviously, thank you mom. She employed me when I was unemployable, and gave me opportunities such as SCA trips and educational events. Also, my step dad, who I just call “dad” now. Greg, thank you for your love and for the great memories over a span of almost a decade. Thank you also to my husband who has never not encouraged me to do what is right for myself, and deal with my crazy ass as I create this dream. Thank you also to my 6-year-old son, Hudson, for being a crazy little boy and telling me you’ll gladly “help me make coffee”. Obviously my in-laws, Anna and Zeph, I love you all. Thank you.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does. Don’t worry about sounding professional. Sound like you. Your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do. God bless!