Currently residing in Virginia but a born and bred New Yorker, Jiselle is the founder of Sueños Coffee, a woman-owned coffee subscription company that procures coffee from woman-owned roasters. We had the great opportunity to chat with her about her business.
Where did you get the idea for your business?
Early 2021, I was going through an identity crisis with the Pandemic. I had lost myself while working a 9-5. 2021 was the year I [discovered] making coffee with my son because he likes to help. I went down the rabbit hole thinking about the history and the process. I realized how much in our culture, our ancestors are doing the hard labor. Sueños coffee offers subscriptions no other coffee brand has and is woman-led.
How did you come up with the name for your business?
Originally, it was going to be the first letter of my kids name, but I saw something with dreams. Sueños, dreams are brewing, and I had seen something with dreams and the dreams of other women.
When was the moment you had a cup of coffee and absolutely loved it?
I thought it was special and classy – what adults drink. I’m pretty sure it was decaf and poured into fancy mugs, Goya crackers, bread and butter. I thought to myself, “how classy am I?”, but it would be for special occasions not all the time. I remember in high school, it was my regular drink. I would say, “I’m not going to be able to start my classes without my coffee. This is what adults do.” In college, it was survival as I was also working. Now, it is similar to that early experience. It’s my “me time,” my self care, what makes me feel good.
What advice would you give someone who may want to start their own business?
One of my biggest things was my own insecurities and fears about it. You start looking at everything it takes and you notice bigger brands. It is easy to talk yourself out of it. How to make the business stand out and be different, wanting to do things in a similar way and yet consistently talking myself out. I would say if you know you want to start a business, think about what brings you joy. Look at all of the possibilities and don’t let the pressure [get in the way of what] brings you joy…don’t overthink think the idea, write out your plan, ask yourself, “What do I like?” and lock in. Take it day by day and ask for help. You do not need to do it all on your own. It took me 6-8 months to launch.
“Take it day by day and ask for help. You do not need to do it all on your own.”
How do you balance between work and your business?
I honestly don’t think that I keep a balance. I am learning to balance. It looks like if it’s organized, using planners, trello boards, day job stuff needs to be done, doctor appointments need to get done, the kids. It’s still getting a mindset around balance and what that means.
To learn more about Sueños Coffee, visit their website and social channels: Website | Facebook | Instagram | TikTok