Clementine was never meant to be just a coffee shop. From the beginning, the goal was to create a place that felt cozy, welcoming, and rooted in care — a space people wanted to linger in and return to. Preserving that feeling required thoughtful decision-making at every stage of growth.

I built and oversee the business end-to-end. This includes defining the visual direction, shaping the brand’s tone of voice, directing the social presence, developing menus and unconventional drinks, and recruiting, training, and leading a team that embodies the brand in real life.

My guiding principle has always been to protect the intangibles. If a decision didn’t feel aligned with the heart of Clementine, I didn’t go for it — even when it might have been easier. Every choice, from aesthetics to systems to customer interaction, was made with the question in mind: does this feel like Clementine?

Clementine Coffee has grown into a space consistently described as cozy, warm, and welcoming. The brand doesn’t rely on spectacle — it’s felt through details, hospitality, and a team that represents Clementine’s values. What I’m most proud of is how creativity shows up everywhere, but especially in the people who bring the brand to life every day.