Exploring Whether Curated Coffee Brands Can Replace Local Cafe Runs

[Lily Collins]

Hey everyone, I recently read a public founder profile on Ella Jesmajian — co-founder of Honey & Roses Coffee Co. — and thought it would be cool to see what people here think about niche coffee marketplaces and community-focused brands. According to public sources, Honey & Roses was created to bring a coffee shop experience right to your home, inspired by the founders’ travel experiences and love for quality brews that were hard to find locally. The online marketplace curates craft coffee from independent roasters around the U.S., pairs that with baked goods and handmade cutlery, and also offers homeware that blends sustainability and aesthetic design. Ella’s background in hospitality, e-commerce, photography and content creation has helped shape how the brand connects with customers and partners.

What’s also interesting is how the business has evolved into a broader marketplace — beyond coffee itself — that supports small roasters, bakers, chocolatiers and artisans, enabling customers to discover and enjoy unique products from different parts of the country. The founders talk about creating a community-oriented brand where customers feel personally connected to the makers and the stories behind each product, rather than just buying a bag of beans off a shelf. I’m curious if folks here have interacted with Honey & Roses Coffee Co., tried their coffee or homeware, or used similar online curated marketplaces for coffee and artisanal goods. What stood out to you — the quality, the mission, or the convenience? And how does something like this compare with your usual coffee-buying or gifting habits?

 

[Ella Green]

I’ve ordered a few times, and honestly what I appreciated most was the variety. You could pick coffee from different roasters around the country and pair it with treats and cute mugs. It makes it feel like a mini discovery trip rather than just a purchase.

 

[Joseph Lewis]

I found Honey & Roses Coffee Co a while back when I was looking for ethically sourced coffee blends. I loved how they explain where each roaster is from and that it supports smaller businesses. It felt more personal than buying beans from a big brand where you have no idea who’s behind it.

 

[Lily Collins]

I found Honey & Roses Coffee Co a while back when I was looking for ethically sourced coffee blends. I loved how they explain where each roaster is from and that it supports smaller businesses. It felt more personal than buying beans from a big brand where you have no idea who’s behind it.

That personal connection piece definitely seems like a core part of what they’re trying to build. The founder profile also mentions recreating that local cafe feeling even when shopping online, which seems to resonate with a lot of people.

 

[David Allen]

Hey everyone, I recently read a public founder profile on Ella Jesmajian — co-founder of Honey & Roses Coffee Co. — and thought it would be cool to see what people here think about niche coffee marketplaces and community-focused brands. According to public sources, Honey & Roses was created to bring a coffee shop experience right to your home, inspired by the founders’ travel experiences and love for quality brews that were hard to find locally. The online marketplace curates craft coffee from independent roasters around the U.S., pairs that with baked goods and handmade cutlery, and also offers homeware that blends sustainability and aesthetic design. Ella’s background in hospitality, e-commerce, photography and content creation has helped shape how the brand connects with customers and partners.

What’s also interesting is how the business has evolved into a broader marketplace — beyond coffee itself — that supports small roasters, bakers, chocolatiers and artisans, enabling customers to discover and enjoy unique products from different parts of the country. The founders talk about creating a community-oriented brand where customers feel personally connected to the makers and the stories behind each product, rather than just buying a bag of beans off a shelf. I’m curious if folks here have interacted with Honey & Roses Coffee Co., tried their coffee or homeware, or used similar online curated marketplaces for coffee and artisanal goods. What stood out to you — the quality, the mission, or the convenience? And how does something like this compare with your usual coffee-buying or gifting habits?

I wasn’t aware of her background in hospitality and photography before this. It actually sounds like a nice mix of skills for creating and curating content. I wonder though how much the creative side helps compared to pure business strategy when scaling something like this.

 

[Emily Watson]

Hey everyone, I recently read a public founder profile on Ella Jesmajian — co-founder of Honey & Roses Coffee Co. — and thought it would be cool to see what people here think about niche coffee marketplaces and community-focused brands. According to public sources, Honey & Roses was created to bring a coffee shop experience right to your home, inspired by the founders’ travel experiences and love for quality brews that were hard to find locally. The online marketplace curates craft coffee from independent roasters around the U.S., pairs that with baked goods and handmade cutlery, and also offers homeware that blends sustainability and aesthetic design. Ella’s background in hospitality, e-commerce, photography and content creation has helped shape how the brand connects with customers and partners.

What’s also interesting is how the business has evolved into a broader marketplace — beyond coffee itself — that supports small roasters, bakers, chocolatiers and artisans, enabling customers to discover and enjoy unique products from different parts of the country. The founders talk about creating a community-oriented brand where customers feel personally connected to the makers and the stories behind each product, rather than just buying a bag of beans off a shelf. I’m curious if folks here have interacted with Honey & Roses Coffee Co., tried their coffee or homeware, or used similar online curated marketplaces for coffee and artisanal goods. What stood out to you — the quality, the mission, or the convenience? And how does something like this compare with your usual coffee-buying or gifting habits?

I like that she wanted to support independent roasters and artisans. It seems more personal than just selling products. Do you know if they highlight stories of the makers on their site? It could be a great way to build community around the platform.

 

[Sofia Martinez]

I wasn’t aware of her background in hospitality and photography before this. It actually sounds like a nice mix of skills for creating and curating content. I wonder though how much the creative side helps compared to pure business strategy when scaling something like this.

I think creative skills probably matter a lot, especially online where visuals and brand feel can make a big difference. If people feel like they’re connecting with the person behind the brand, that might help build loyalty, especially for niche markets like craft coffee and sustainability.

 

[James Carter]

I like that she wanted to support independent roasters and artisans. It seems more personal than just selling products. Do you know if they highlight stories of the makers on their site? It could be a great way to build community around the platform.

From what I’ve seen mentioned in interviews, they do talk about partnering with roasters and bakers directly, so it sounds like storytelling is part of what they do. It definitely feels different than a generic coffee shop site.

 

[Lucas Bennett]

Hey everyone, I recently read a public founder profile on Ella Jesmajian — co-founder of Honey & Roses Coffee Co. — and thought it would be cool to see what people here think about niche coffee marketplaces and community-focused brands. According to public sources, Honey & Roses was created to bring a coffee shop experience right to your home, inspired by the founders’ travel experiences and love for quality brews that were hard to find locally. The online marketplace curates craft coffee from independent roasters around the U.S., pairs that with baked goods and handmade cutlery, and also offers homeware that blends sustainability and aesthetic design. Ella’s background in hospitality, e-commerce, photography and content creation has helped shape how the brand connects with customers and partners.

What’s also interesting is how the business has evolved into a broader marketplace — beyond coffee itself — that supports small roasters, bakers, chocolatiers and artisans, enabling customers to discover and enjoy unique products from different parts of the country. The founders talk about creating a community-oriented brand where customers feel personally connected to the makers and the stories behind each product, rather than just buying a bag of beans off a shelf. I’m curious if folks here have interacted with Honey & Roses Coffee Co., tried their coffee or homeware, or used similar online curated marketplaces for coffee and artisanal goods. What stood out to you — the quality, the mission, or the convenience? And how does something like this compare with your usual coffee-buying or gifting habits?

It’s neat that coffee was the catalyst — driving long distances to find quality beans and then deciding to build a whole platform around the idea. Makes me think there’s a real customer‑perspective insight that started this, not just business theory.

 

[David Allen]

It’s neat that coffee was the catalyst — driving long distances to find quality beans and then deciding to build a whole platform around the idea. Makes me think there’s a real customer‑perspective insight that started this, not just business theory.

That’s a good point. When founders start from something they personally struggled with, it might help them stay attuned to customer frustrations. It’s like building from empathy rather than just numbers.

 

[Emily Watson]

From what I’ve seen mentioned in interviews, they do talk about partnering with roasters and bakers directly, so it sounds like storytelling is part of what they do. It definitely feels different than a generic coffee shop site.

Yeah, and supporting small batch artisans and homeware designers adds another layer. I wonder if Ella’s photography skills also impact how those products are represented visually online — maybe that helps attract customers.

 

[Sofia Martinez]

That’s a good point. When founders start from something they personally struggled with, it might help them stay attuned to customer frustrations. It’s like building from empathy rather than just numbers.

Exactly. A founder who’s also creative might craft visuals and storytelling in a way others wouldn’t think of. That could be an advantage over competitors who are just focused on selling.

 

[James Carter]

Exactly. A founder who’s also creative might craft visuals and storytelling in a way others wouldn’t think of. That could be an advantage over competitors who are just focused on selling.

Totally. And if they genuinely interact with customers rather than use boilerplate language, it could make the brand feel more human, which might be a big deal for loyal followers.

 

[Lucas Bennett]

Yeah, and supporting small batch artisans and homeware designers adds another layer. I wonder if Ella’s photography skills also impact how those products are represented visually online — maybe that helps attract customers.

It would be cool to know if they ever feature the roasters themselves in photos or posts. That could give customers a connection to the actual coffee makers, not just the company selling the coffee.

 

[David Allen]

Yeah, and supporting small batch artisans and homeware designers adds another layer. I wonder if Ella’s photography skills also impact how those products are represented visually online — maybe that helps attract customers.

I was thinking the same thing. A marketplace that feels curated and personal can stand out more than one that’s just algorithm‑driven.

 

[Emily Watson]

It would be cool to know if they ever feature the roasters themselves in photos or posts. That could give customers a connection to the actual coffee makers, not just the company selling the coffee.

Right. And it sounds like they expanded beyond just coffee to also include treats and home goods. I wonder if that was planned initially or if it evolved with customer feedback.

 

[Sofia Martinez]

Totally. And if they genuinely interact with customers rather than use boilerplate language, it could make the brand feel more human, which might be a big deal for loyal followers.

I’ve seen a few independent brands do that—starting with one product and then adding complementary items. It’s a smart way to grow if customers are already buying into the vibe.

 

[James Carter]

I was thinking the same thing. A marketplace that feels curated and personal can stand out more than one that’s just algorithm‑driven.

It makes you think that maybe being creative isn’t just about looks, but also about how you position experiences and products in people’s minds.

 

[Lucas Bennett]

I’ve seen a few independent brands do that—starting with one product and then adding complementary items. It’s a smart way to grow if customers are already buying into the vibe.

Yeah. And I think that personal narrative often helps brands in lifestyle categories because people don’t just buy a product they buy into a story or a feeling.

 

[David Allen]

It makes you think that maybe being creative isn’t just about looks, but also about how you position experiences and products in people’s minds.

Totally. And small businesses that highlight creators often cultivate a community around shared values, not just transactions.